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Artificial intelligence in e-commerce

Artificial intelligence in e-commerce, reality or fiction?   Artificial intelligence is certainly one of the most talked about technologies for some time. However, its fields of application remain unclear and few are able to cite one of its concrete uses. In the e-commerce sector, however, it can be extremely useful, especially in the context of the commercial animation of your site.   Artificial intelligence offers the possibility of increasing the attractiveness of the e-commerce sales cycle by considerably enriching the user experience. Used wisely it will also have a beneficial effect on the conversion rate of your online store. This will be done through a smarter and more personalized commercial animation.   Artificial Intelligence: a three-phase system   The implementation of an artificial intelligence system is done in three stages.   First of all it is a question of collecting the available data in a data center in order to carry out a first phase which will allow to "cruncher" the data, that is to say to extract the useful and necessary elements to his treatment in a marketing perspective.   The data is then integrated into an analysis tool that will allow to first make it readable to all and to analyze it in a concrete way. This analysis will make it possible to better know the visitor and to think of actions to implement to enrich his user journey.   Finally, the last tool will be responsible for implementing these actions through a smart and personalized commercial animation. The objective is to interact in real time with the consumer based on the data collected through his customer journey and the actions he performs on your e-commerce.     The objectives of commercial animation   The first objective is obviously to arouse the interest of the user as soon as he arrives on the site. When someone comes to your site in a search context, they must feel they are confronted by an expert in the field they are interested in. If your e-commerce is generalist, it must immediately be able to highlight the product universe related to the search of the user. If, for example, you sell sporting goods and the visitor arrives on your site looking for ski equipment, your shop must immediately present an interface and an offer related to winter sports.
confirm to the user that the site meets his needs   The second objective is to reassure the visitor even more by confirming to him that this site is able to answer precisely to his need. This includes an advisory phase and highlighting the right products. The user knows now that he is on a site that corresponds to his research, it is now to show him throughout the purchase process that beyond answering the search, this e-commerce has of the solution that will precisely meet his needs and that he will be able to guide him quickly towards it.
Lift the brakes on the purchase of the visitor   The third and final goal is to lift the brakes on the purchase to convert the visitor into a customer. It is the setting up of a reinsurance process with different means of action (mailing, popup ...) and the presentation of purchasing opportunities through, for example, exclusive promotions. Finally, it is important to further strengthen the consulting dimension on the final stages of the purchasing process.   Artificial intelligence is not the answer, it is a means of capturing where the visitor is in his commitment. Thanks to the AI you will be able to place the visitor in the right context and provide the answer in real time.     A recent study by Forrester Consulting looks at the growing role of artificial intelligence in e-commerce. Marketers surveyed in the United States, the United Kingdom, Germany, France and Australia believe that AI is a major driver of change. 79% think it's changing the role of marketing to more strategic work, and 86% making marketing teams more effective.
Artificial intelligence in e-commerce, reality or fiction?   In e-commerce, one of the major challenges in the development of artificial intelligence is the automation of workflows. For 82% of the companies surveyed, the IA must allow to be able to refocus on tasks that generate value. Main reason why 78% of them plan to increase by at least 5% their expenses related to AI marketing technologies.   Another major attraction of artificial intelligence in e-commerce is improving the personalization of the multichannel customer experience as consumers interact with brands across different touch points. Thanks to AI, more than half of e-merchants (54%) hope to better cover customer travel and better understand buying behavior. Of these, 63% expect a period of at least 3 years to fully take advantage of such an implementation. The main objectives cited for artificial intelligence marketing in e-commerce are: revenue generation, better customer service, improved data analysis and smart recommendations.   In the end, the study reveals that 88% of marketers surveyed believe that the AI is able to reinvent the e-commerce industry, and 81% reinvent the culture and operation of their business. Forrester Consulting estimates that 11% of the expert actors are really ready to exploit the technological innovations of the AI, and 25% the number of late organizations. More information about the study : https://engage.emarsys.com/en/study/ai-readiness  




SEO: impact of voice search?

SEO - a set of techniques designed to make a site appear in the top positions of search engines - was until now based on the textual queries typed by Internet users. The arrival of conversational assistants (Google Assistant, Siri for Apple, Alexa for Amazon ...) marks the birth of new habits in the use of search engines. According to a Comscore study, 50% of searches will be done via voice search by 2020.   Eventually, this type of voice queries could even exceed the number of written requests. SEO linked to voice search requires a different approach to traditional SEO. It is therefore important to understand these new practices and implement actions to integrate them into the company's strategy.   What is voice search?   Voice search is when someone searches for information on the internet through a voice assistant. This is possible via a browser, a smartphone or a connected object. The person no longer needs to enter text in a search engine. He just needs to ask a question to his conversational assistant who will tell him the answer that is considered the most relevant. The answer is instantaneous and generally unique. The voice search is an opportunity to work otherwise its natural referencing, especially for local SEO, searches are often performed with geolocation enabled.   Why has voice search grown? increase in the number of people with a smartphone increase in the number of mobile searches desire for quick answers and no special effort possibility to search at any time, even in parallel with another activity (cooking, taking care of children, washing ...)   How to adapt your SEO strategy for voice search?   Understand the search intent of users In traditional SEO, search engines analyze the keywords of the query and associate the best results always according to keywords. With voice assistants, the process is different. Individuals state their request orally. The information sought is conditioned by a context, be it geographical or situational. The important thing is to get into the skin of its users, to understand what their questions are, when and what kind of answers will be expected. Then, it will answer in your site. In short, the goal is to master the semantics used vocally, to understand how it is used by your audience and to offer the most appropriate answer.   Opt for an oral language, more "natural"   It's a fact: we do not search for information on a textual search engine as we do when we ask for a voice assistant. While written queries include keywords, voice queries are often complete sentences. Studies show that users of voice assistants tend to ask questions as if they are talking to a human. For the little anecdote, some even keep the reflex to say thank you. To adapt to this change, one must try to position oneself on the questions to which you want the Internet users to find an answer. This can for example be done via the titles of your content. Frequently Asked Questions can also be a way to respond effectively. To know the most asked questions by users on your key themes, you can help tools such as Answer the Public . Avoid complicated answer formats such as tables, charts, or links.       Adapt your site to mobile media   Mobile is the medium from which voice search is used the most. It is important then that companies work on the SEO of their mobile site.        




SEO tip and Tricks

Here are the most popular questions about SEO. I take on the web some interesting comment about element you must take in consideration. in this case you can adapt your strategy to promote your website, inclue new function inside ClicShopping or create your own template in consequence. It’s not possible to cover everything about SEO for e-commerce sites in one article. The advice above has helped many e-commerce websites increase sales and revenue by large multiples, but it is only the tip of the iceberg. Recommendation : take time, read document, take note and go step by step. Evaluate your Situation There have been major changes at Google over the past year or so. With local business search, maps have taken over the SERPs. More users are on mobile devices, with GPS and location data impacting results. Searches for people are more often dominated by authoritative social sites like Facebook, LinkedIn and Twitter. Yet, despite all these new developments must take in consideration.
You create your new ecommerce website, you have decided to change your sofware. In all case, you must have a pla to promote you website on the main search engine.   Identify the Trends 1. Relevant Is No Longer Good Enough People are on Google looking for answers. If search results don’t provide them, users will go elsewhere. Google wants to become the best “answer engine,” so it’s no longer good enough to provide a page of content that is “relevant” to a given keyword. If you’re not answering the searcher’s question, you won’t last long in the top spot. 2. Identity Is Important Google wants to determine searchers’ identities and interests. It also wants to know who authors specific content, and how trustworthy and authoritative they are. 3. Sites Must Get Attention By Standing Out Amid The Noise Rich snippets and authorship are affecting SERPs. It will soon become much harder to compete and win away attention from those who make use of these tools — even if you have the top spot and they don’t. 4. Online Is Global, Not Local Products and services that are available for purchase online are less likely to show up in local search results. Traditional SEO campaigns are still necessary. 5. Personal Signals Are Critical Google considers geo-location and GPS data while serving up answers to search queries and tailors results to your location. Additionally, people’s voices count for more, and social search is gaining importance.   Takeaways & Lessons Keyword research and analysis matters, but the user intention behind those search terms is crucial. Optimize your site for people, not search engines. Your SEO toolbox and the mix of your tools still means a lot. No single tool can tell you everything you need to know. Example of toolbox : Google Keyword Tool, SEOmoz Pro,  Screaming Frog SEO Spider, Open Site Explorer and Microsoft Excel. For project management and collaboration, you can use Jira. Strive for constant improvement.   What Do I Do With Obsolete/Expired Products? All e-commerce websites have products that will never come back, like consumer electronics or fashion clothing stores that constantly replace products with newer models and styles. Many e-commerce websites delete the pages and take no further action. From an SEO perspective, this is bad. You lose SEO value, and people who bookmarked the URL will get an error message. The most appropriate solution will depend on many things. Permanently 301 redirect expired product URLs. If the expired product is replaced by a newer model, using a 301 permanent redirect from the older page to the newer model’s URL tells Google you want this page ranked instead. Your SEO value will be retained. Redirect to parent category. The underlying intent is to solve a visitor’s problem. If you have other relevant products that serve the same purpose as the expired item, you can direct visitors to the parent category. Permanently delete the expired product’s pages, content and URLs. When you have no closely related products to the one that’s expired, you may choose to delete the page completely using a 410 status code (gone) which notifies Google that the page has been permanently removed and will never return. Reuse URLs. If you sell generic products where technical specifications and model numbers are not relevant, you could reuse your URLs. That way you will preserve the page’s authority and increase your chances of ranking on Google. Some items deserve to live on. Certain products may have informational value for existing customers or others wanting to research it. Leave these pages intact. Previous buyers can get information, help and service through these pages. Use archive page. In this case you product will always available but the customer can't buy the product. You can add some similar product to help the customer to choose a product available. About the  New Products Good information architecture, website structure and internal link architecture are critical to rank new product pages well. Link categories from your home page, and your product pages from the category levels. This will ensure that Google finds, crawls and indexes your content fast. Also link to them from their parent category pages. Optimize your website theme so that new products are always presented on your home page where they’ll get found and indexed. A good internal link architecture will get your new product pages indexed and ranked quickly. About Product Descriptions Google doesn’t like duplicate content. Reprinting product descriptions from manufacturers is duplicate content. But large e-commerce websites cannot rewrite all product descriptions and specifications. You can get around this by adding unique content like user-generated comments and reviews around it. Invite user comments. Integrate social networking. Let users tell their stories. Happy customers will serve as your marketing helpers. Add content to product pages. Raise the quality and uniqueness of your content by personalizing it to solve your users’ problems. Add information, images, video or suggestions to your content. Add a “psychology” layer to your content. Typical product descriptions are dull and technical. People, however, buy on emotion and feelings. Bring your product descriptions to life by telling a story. Home page and category pages? Next to the home page, category pages are the most powerful and popular ones. Treat category pages as individual home pages. Look at your categories as silos or niches that contain closely related product pages. Add content to your category pages. Build deep-links to product categories. Guest blogging, content marketing and even paid ads work well, as does social media. Tag socially shared content. Be strategic about sharing links on Google Plus, Twitter and other networks. Be specific with your tags. Take charge of what’s being shown/presented. Design category pages to provide search engines and users the best service. Use search-friendly URLs. This often gets quick results because you are giving the search engines strong hints about what this URL is about while giving visitors help and valuable information — just make sure to avoid keyword stuffing. The most effective URL structure for category pages (and product pages) is: Category Page: Website.com/category/ Sub-category page: Website.com/category/sub-category/ Product page: website.com/category-sub-category/product-name/ Internal link and navigation Internal link building helps with SEO and rankings. But to achieve better results, you need link architecture, not just “link building.” Internal linking is not all about search engine spiders. User friendliness also matters. Creating a solid internal link architecture needs planning and takes time. Offer category level navigation. This makes it easier for your users to get an overview of what they will find in the subcategories and pages. Strive to keep things contextually relevant. Link to category-level relevant products. Look at this from a human perspective by taking intent and needs into consideration, but also optimize for the right keywords. Use breadcrumbs on all pages and category pages. This ensures that users and Google can navigate up one level to a parent category. Leverage your Content? Don’t shy away from user-generated content — unless you’re afraid of honest opinions about your products and services. There are two obvious SEO benefits from user generated content: Better conversion rates and sales Integrated into your product pages, user generated content can enliven your site. Good reviews boost sales conversion. Users become part of a happy community. Prospective buyers see vibrant activity which convinces them to buy more easily. Build a “community” of happy users. Publish buyer testimonials and reviews. Share blog posts from your happy customers. Use excerpts from a positive review to convince visitors that they can trust you — trust is king and social media helps you showcase it effectively. Use Schema.org. Schema.org review markup lets you get stars beside your listing in the SERPs from individual product pages, and this affects click-through rates. Integrate social media on product pages. Instagram, Facebook comments, Pinterest pins and Google +1s can be integrated into your site to present social proof. Post photos of happy buyers using your product.   Leverage Internal Site Search? It’s shocking that experts optimizing a site for Google search don’t optimize for their own internal search engine on e-commerce websites! That’s often because they overlook or underestimate the role of internal search, losing sales. People searching with misspellings, synonyms, hyphenation or spacing errors are not taken to the appropriate product pages. They should be. Enable tracking of your site search. Use tools which allow you to see keywords people are searching for within your site, and calculate the revenue they generate. Count popular searches. They can mean your product is popular and can be profitable. They may also indicate that people are not finding what they came to your site for! Use a tool like Crazy Egg to track clicks and see how people behave on your home page, important category pages and on product pages. Think of your site search results pages as “landing pages.” The search results should be relevant and help users solve their problems. Make sure you “noindex” your search results. Include site search in your keyword research. Analyze what your visitors are searching for to find new product ideas, locate potential areas for improvements, identify popular products, and overcome problems with search and usability. Test your site search and fix errors. Type some of the keywords you’ve uncovered into your internal search and see what they find as a result. When you fix whatever is broken, sales will shoot up! Optimize internal search. Make sure every internal search finds the right product. This requires tweaking meta-data within your e-commerce solution. By handling this through meta-data, you won’t create pages loaded with incorrect or misspelled words. About Product Descriptions Google doesn’t like duplicate content. Reprinting product descriptions from manufacturers is duplicate content. But large e-commerce websites cannot rewrite all product descriptions and specifications. You can get around this by adding unique content like user-generated comments and reviews around it. Invite user comments. Integrate social networking. Let users tell their stories. Happy customers will serve as your marketing helpers. Add content to product pages. Raise the quality and uniqueness of your content by personalizing it to solve your users’ problems. Add information, images, video or suggestions to your content. Add a “psychology” layer to your content. Typical product descriptions are dull and technical. People, however, buy on emotion and feelings. Bring your product descriptions to life by telling a story. Optimize Product Pictures And Videos? The quality of your pictures, photos and videos will influence how visitors feel about your product. Never underestimate the value of making prospective buyers feel the benefits of your product. Interesting pictures get shared on Pinterest and social networks. Getting users to tag and comment on photos also makes your content unique. Your brand grows stronger as word of mouth spreads. With optimized images, you can even pull in more traffic from Google image search. Use high-quality pictures. Get photographs that create an atmosphere, that make prospects feel something. Those will make more sales. Though expensive, it’s a good investment for your best products. Video can work even better. Optimize your images. File name, alt text, caption, etc., should be short yet descriptive. These are opportunities to provide search engines with clues as to what your image content is. A/B-test options. Try one picture against another to see which gives better conversion rates. Aspect of the Security Your customers are worried about online security — with good reason. They put their identity and financial data in your hands. You must reassure them that it’s safe. Leave visual clues. Display logos and text certifying that you comply with security standards. Show them your SSL/Visa/other security and encryption standards or certificates. Tell them that shopping at your e-commerce website is 100% safe. This boosts conversions. Many e-tailers hide this information at the bottom of a page, or simply take it for granted. Don’t make that mistake. Best Practices and Routines 1. Periodic SEO analysis: SEO is not static, nor is your e-commerce website. Your site and code will change. A developer may, with the best intent at heart, fix one problem but create another. 2. Use Google Webmaster Tools: This free tool helps webmasters find and fix vexing SEO problems. Establish a routine in which you: Look for 404 errors, soft 404’s and other problems See how your website, products and pages are performing on the SERPs Notice popular keywords and phrases, popular pages and more You can integrat Google Webmaster Tools, Google AdWords and Google Analytics to get access to valuable information for free. 3. Take action: Just monitoring data isn’t enough. You must identify the actionable items to keep improving. Know what to look for and why. Spot problems with indexing, duplicate content, manual penalties from Google and more. Fix the problems promptly. 4. Invest in SEO tools: Tools like Moz, Search Metrics, Raven SEO Tools, Deep Crawl and others help you to identify problems and offer suggestions to fix them. Set up actionable reporting. Establish routines to address problems. Each tool has their advantages. 7. Take the mobile revolution seriously: Mobile devices are growing fast. Delays in developing your mobile site can kill your online business. What experience are you giving mobile users and how can you improve?  




Chatbot and Artificial intelligence

A little image in french and the potential market with AI and Chatbot. You can download a specific Chatbot App with artificial intelligence thant you can install in ClicShopping. About this App, a specific article will be write.
For this moment, you can look in french this infographie.




ERP Ecommerce Global Approach

Many merchants may face a problem of optimal product management, inventory, billing rates ... which gradually with the development of their business will put more stress.

At one point in the development of the company's business, a matter of improving the flow management will arise and even become crucial. Should I develop an interface between my solution to e-commerce (osCommerce, ClicShopping, PrestaShop, Magento ...) with an ERP or is it to develop my ecommerce solution taking into account my own business needs?

This strategic issue is difficult to resolve because the costs of development, integration can be diffcult see significant quantifiable excluding pass in the organizational environment of the company. Here is some considerations on our part to help.

- Ecommerce solutions, including open source, can easily evolve and incorporate many features to enhance business management. Furthermore the integration of new features to meet the needs of business not too complicated can be easily implemented.

- The introduction of synchronous or asynchronous links, using current technologies, can help pair your e-commerce solution for ERP. The question is, should it my solution ecommerce pilot partially my ERP or
my ERPsolution pilotpartially my Ecommerce sofware or
the two solutions that are synchronized if a action is made on one or the other. There is no specific answer, it must fit with your business needs and abilities of management information between the ERP and Ecommerce platform or vice versa but also in terms of growing your business, the needs of business and organizational envrionment. A small business, a medium enterprise or a large have needs that are completely different. Case of development of a major business or organizational environment already structured. In this case, the choice of the implementation of ERP systems such as steering information is clear because it is beyond this article and creates a complete business management envrionment taking into account accounting, human resources, projects ...

Ecommerce platform was only a element of the commercial sales force that reflects the product catalog for customers to the company. All activity related to product management is managed by the ERP that will drive the ecommerce site.

If the ERP does not include its own ecommerce platform, then it will put in place a very rigorous technical link between the ERP and ecommerce solution. A project that will require a lot of technical analysis and be faced with many constraints.

Avantages : - Seamless integration of information systems
- No duplication of information between technical platforms
- Native link with accounting (which is a limit of ecommerce platforms)
- link with other channels sales force of the company
Disadvantages : - The architecture to implement is not simple and requires a good understanding of business processes
- Timing information can be problematic if a break occurs
- High cost generally. For a development in a non structured, small company or launching a ecommerce business In case the activity is to offer products on the internet without a strong coupling of the enterprise information platform and ecommerce system, the choice of the establishment of an ERP may arise but can be helpful.

Useful because even if the link between the two platforms is not entirely successful, it will allow the company to develop an organizational environment, business minima structured and save time in managing its daily business.

Not useful for the implementation of an ERP system is related to relatively high stresses, see too evolved for acttivté company in the field of ecommerce and its pilot everyday tool. In this case the ecommera§ant prefer to have a greater agility in its inventory, rates and customer relations (sales) ...
Avantages :   - Scalability of the system depending on the degree of evolution of the business environment   - Product management and business relationship integrated ecommerce platform
- Nonessential synchronization with ERP platform, but not with very low cost and scalable thereafter - Lighter Architecture
Disadvantages :   - does not cover a spectrum ERP can
- Duality of information produced can include the product sheet, inventory management ...
- The analytical analysis is more limited fortiori
- The consideration of compatibility can be a problem   Conclusion : There is no single solution, everything is related to the degree of formalization of the organizational environment, the evolution of the company's business and strategy development. But the possibilities for e-retailers are present and allow it time to choose the degree of coupling of information systems enabling it to improve its daily management to better respond to changes in its activity.
Currently, Odoo, ex OpenERP is a interesting solution for the little or medium company.

Note :
ClicShopping integrate natively coupling with openSource Odoo (eg OpenERP),. This will allow the merchant to have flexibility on their ecommerce platform in the daily management but also in providing a reliable tool for structuring activity. Moreover, as the whole is in open source, the cost is greatly reduced. The client, based on its needs and the evolution of its business, will have the option to enable or not the link between ClicShopping and Odoo to see and subsequently invest to have a sharper coupling. More




Cunsommer spychology

The following infographic produced by Ecoreuil.fr , presents 65 points in the online habits of buyers in e- commerce. Deciphering how to buy permits to focus on the strategies and logistics in place to satisfy and retain the best customers.  




Europa and New rules from 2015

From 1 January 2015, telecommunications, broadcasting and electronic services will always be taxed in the country where the customer belongs*

This new rules has an impact on the ecommerce company sell services. In this case, the rules to apply taxes has change. Og course, ClicShopping is compatible avec these new rules.
If your are question about thaht, don't hesitate to post a comment or a question on our forum.

There a summary information concerning these new rules.

– regardless of whether the customer is a business or consumer
– regardless of whether the supplier based in the EU or outside

* For a business (taxable person) = either the country where it is registered or the country where it has fixed premises receiving the service.
* For a consumer (non-taxable person) = the country where they are registered, have their permanent address or usually live.
For the definition of ‘electronic services see the Explanatory Notes below, in particular under points 1.3; 2.3.3; and 2.4.3.

The effects of this are as follows:

EU BUSINESSES supplying:

1. Business in another EU country

No VAT charged.
Customer must account for the tax (reverse-charge mechanism).

2. Consumer in another EU country

Must charge VAT in the EU country where the customer belongs (not where the business is based).

3. Business or consumer outside the EU

No EU VAT charged.
But if the service is effectively used & enjoyed in an EU country, that country can decide to levy VAT.


1. Business in the EU

No VAT charged.
Customer must account for the tax (reverse-charge mechanism).

2. Consumer in the EU (telecoms, broadcasting or electronic services)

Must charge VAT in the EU country where the customer belongs.



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