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MagentoLive Germany 2014 Handpicked Presentations

MagentoLive Germany is always a terrific event for the Magento Community in Europe, as it gathers numerous experts and outstanding people all around the world.

This year, powered by PayPal, eBay, and other e-commerce major players, the conference was, once again, an excellent opportunity to strengthen the community. Multiple invited persons, speakers, and attendees shared their vision of the future, discussed successes and obstacles, and delivered their knowledge about Magento and e-commerce in general.

And, as usually, we offer our readers an overview of some noteworthy presentations in our blog. It contains only a several abstracts, while you can look through the entire list of videos and presentations on the conference website.

Win New Online Customers and Build Relationships with a Direct to Consumer Business Model

Win New Online Customers and Build Relationships with a Direct to Consumer Business ModelPresentation

Boris LokschinBoris Lokschin, eCommerce Business and Delivery Manager, CGI Sarah SchachenhoferSarah Schachenhofer, Product Manager, HEAD

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The presentation covers some peculiarities of a comparatively uncommon, but currently trendy business model – D2C (direct to customer) sales. Based on the example the authors briefly touch the features of the D2C model and explain the advantages of this marketing and business positioning.

According to the authors, direct to customer sales is a global trend and provide several advantages over other business models:

  • Direct contact to customer;

  • Two-way communication;

  • Unique user experience;

  • Differentiation from competitors;

  • Special product range;

  • New markets.

The modern and powerful site fulfills all the mentioned above tasks and allows customers to create their own unique Head Racquet online or send their expectations about the product and new services directly to the manufacturer.

This still developing project is a great success among Head’s customers and allows the management of the company to plan new initiatives towards further D2C implementation using Magento as a foundation for their online embodiment.

Beyond the Curve, Staying Ahead of your Customer’s Journey


Sebastian GutierrezSebastian Gutierrez, Senior Project Manager, eBay Enterprise
Richard BettinsonRichard Bettinson, Senior Digital Media Strategist, eBay Enterprise

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The mainstream of the presentation is in guiding customers during their online journey, rather than just following them behind. The authors offer several trendy tips for that.

Location Based Marketing
Using customers’ location marks merchants are able to offer them products or services available for immediate consumption creating a sense of constant brand presence and useful assistance.

Social Sharing
Social networks continue to grow and constantly involve new users, which tend to the active behavior and networking. Thus, marketing campaigns containing sharing elements both correspond to users’ active position in social media and allow your brands to get a wide spread and popularity.

Focusing on Customers
39% of shoppers see loyalty programs as the biggest incentive for making a second purchase online, according to the presentation. So, focusing on loyalty based promotions and customers’ needs across all customer touch points is a beneficial and wise strategy.

Native Advertising
Native advertising is very important for surpassing the advertising blindness and natural integration of your promotions into social media. Perceived as a part of the content, such promotions provide more engagement and traffic.

Mobile Key for Omnichannel
Many adults switch from one device to another during their day, and merchants should take into consideration this behavior pattern making their presence ubiquitous and fluent. Mobile traffic is more and more common and in 2015 will, apparently, overtake the desktop one, thus it gradually becomes a central element of any omnichannel strategy.

Magento Performance Toolkit


William HarveyWilliam Harvey, Principal Product Manager, Magento

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In his presentation William Harvey presented the Magento Performance Toolkit, which provides merchants and developers broad testing opportunities of the platform:

  • Enables merchants to test the performance of their Magento installations;

  • Allows developers to test the performance impact of their Magento customizations;

  • Provides performance testing opportunities across the Magento ecosystem;

  • Allows comparing performance tests (benchmarking);

  • Provides commonly used methods, scenarios, and terminology to describe testing activities.

The toolkits are designed for both Magento 1.x and Magento 2.x platforms and now are available on as betas.

The Importance of Outstanding Creative in Maximizing Conversion


Simon BellSimon Bell, Managing Director, Diligent Commerce Dana-Li EversDana-Li Evers, Project Manager Online Store, 14 oz.

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This presentation examines the impact of site design on conversions in a bit disputable manner claiming design to be the most important conversions driver.

The authors evaluate the priority of main design principles and try to clarify the importance of functionality and forms for an efficient user interface. They say that similar functionality generates same-looking websites and prevents effective competition. While in those cases when functionality follows the form, merchants are able to differentiate, gain traffic, and sell profitably.

So, “Be Different!” is the slogan of this presentation.

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