US Postal Service, A New Year, An Old Failure

Last year around this time, I wrote a blog post about the 2011 USPS failure. They made a major unannounced change to their rate service that thousands of ecommerce applications depend on for returning shipping rates to customers. It caused major issues and rate problems for many online merchants.

Fast forward to 2012, and the USPS has once again caused upheaval for the ecommerce industry. Although less of an impact from last year’s debacle, it still is a major issue for merchants offering First Class shipping options.

What did they do this time?

This year, they chose to change the name of First Class rates from “package” to “parcel“. Sounds like a simple harmless change. It would be if the USPS didn’t make the shipping option name the unique identifier for the service.

That’s right, the key that every ecommerce application uses for knowing it’s the right shipping option is the very name USPS chose to change!

Basic programming dictates that you assign a unique key/field to each option, so a change to the name of the option would not change the application. Ah, the government at work, gotta love it.

“But we let you know!”

Last year, the USPS chose to tell NO ONE about the name changes they put in place. Seems someone was listening over there, as this year they sent an email to *some* people informing them of the name change. The key word in the last sentence is “some”.

Seems most developers (including us, ShopSite, and other ecommerce vendors) didn’t get the message. In fact, doing a Google search for the phrases in the email show it was not posted on the USPS website, nor was it posted on their Postal Explorer information site. Just forums and blogs talking about the issue after it impacted them. (If I’m wrong about this, please let me know.)

Patches being issued, workarounds available

ShopSite is working on a patch to fix this First Class issue. We’ll be applying it to all Version 11 SP1 stores as soon as it’s available.

UPDATE 1/24/2012, 10:00 PM ETAll ShopSite stores running version 11 SP1 that are hosted with us have been patched to fix this issue.

In the interim, if you need to return first class rates, you could choose to return “First Class Letter” (up to 3.5 ounces) or “First Class Flat”, both of which were unaffected by the USPS change. For these to work, you would have to change each product’s package type though. So, it may be easier to wait for us to patch your store if you are affected.

I won’t beat a dead horse, or re-post all my lessons that the USPS still has to learn (if they’re still in business in the future). Read last year’s post for my admonishments.  :)

In the meantime, we’ll work on patching stores and getting First Class rates back in business for our clients.

4 Key Topics When Planning Your Online Store

When you’re starting an online store one of the largest decisions to make is which store software you are going to use.  Before making that decision it’s best to plan ahead to make sure the software you’re selecting will be able to cover all the features you’re looking for.

In this post we’re going to highlight 4 key areas that we recommend you review before selecting the software and building your store.

Shipping

How do want to ship your packages?
Determine which shipping carriers you want to use, such as USPS or FedEx.  Take into account international customers as well.  You may find that you want to ship your domestic orders by FedEx but USPS is more economical for international orders.

How do you want to calculate the shipping charges?
Many carriers offer real-time shipping APIs which allow an online store to calculate the shipping costs by passing your zip code, the customer’s zip code, and the package weight to their servers.  This is a popular way to calculate shipping charges since it will return the exact rates from the carrier.

Other options such as flat rate charges, or calculations based off the price or weight can be performed.  You may also want to offer free shipping or an option for the customer to pick up their order.

What will the business process be?
Before the orders start coming in it’s best to have a plan in place for how they will be handled.  For example:

  • Will you be printing packing slips?
  • Will you be printing address labels?
  • Will you be dropping off packages with a carrier, or will they be picking them up?

Payment Options

Credit cards, COD, Check, PayPal, Amazon Payments, Google Checkout – there are countless payment options available these days.  Think about what options you want to provide to your customers, but don’t overwhelm them with too many.  Then check to make sure the store software you want to use will support the payment options you selected.

With credit cards you also have to make sure the store will support the Payment Gateway you currently use, or will be using.   If you’re new to taking credit cards online we would recommend reading this post which will delve into more details for you:

Product Display & Marketing

There are many ways to display your products and just as many options when it comes to marketing them.  Think about what you like to see when you shop online and which features you may want to have for your store.  Examples include:

  • A product detail page with multiple photos [tip 1, tip 2]
  • Product Options (select a size, color, or other attribute from a drop-down box)
  • Coupons (enter a code to take a percentage or amount off the sale)
  • Quantity Discounts (buying a larger quantity of a product lowers the price)

Extra Features

Once the basics of the online store are determined you may want to think about any extra features you would like to provide to your customers.  This could be things like product reviews, a wishlist feature, or the ability to share a page from your site on Facebook.

It may seem like a daunting task since the options and features that you can provide with an online store appear to be endless, but by taking a few hours to write down your thoughts on the topics above you may be able to save a lot of time and save some stress as well when you’re bringing your store online.

How We Helped a Client Receive Over 1,000 Orders in Less Than 2 Hours

One of our ecommerce hosting clients contacted us a few weeks ago, excited about an upcoming opportunity. Their company was going to be featured on Good Morning America in the popular segment “Deals and Steals“. We have worked with clients who have appeared on The Today Show and Oprah, so we had a good idea of what to expect.

Two Things Were Needed

In order to survive (and thrive) under very heavy traffic, we needed to help them with two things:

  • 1. A Dedicated Managed Server to handle the onslaught
  • 2. Utilize a Content Delivery Network (CDN) to off-load images, JavaScript, and css files.

The client was using ShopSite for their ecommerce application. This was a key component, as ShopSite is very lightweight under heavy traffic, creates static html pages, and the cart can handle large traffic and multiple orders per second without any issues.

Tweaks That Make a World of Difference

Without spending a small fortune, or re-working the way a site is designed, a few small tweaks can go a long way to handling heavy concentrated traffic:

  • Converting popular pages with dynamic (PHP) code to static html pages.
  • Converting image/js/css calls to use the CDN
  • Adjusting server settings to maximize traffic while minimizing bottlenecks and “crash” scenarios.

The client converted their most popular pages that had a lot of PHP code in them to static html pages for the event. This made a huge difference. They also made sure they called as many images and js/css files from the CDN to reduce overall traffic to the server.

We here at LexiConn gave them a powerful enough server (Quad-Core CPU, 12 GB of RAM) and we adjusted many webserver settings and server parameters to scale well.

Wheeling and Dealing

Just before 9 AM, the client’s product was featured. I had the TV on in the background, as I love watching the traffic ramp up shortly after a product appears. Within seconds, thousands of people started hitting the site. The webserver (Apache) spiked up to 900 processes, but everything was stable and still quite snappy. No crash, no long delays or timeouts. Things were off to a good start.

We started to notice that memory was being eaten up at a faster than expected pace, even when traffic dipped a little after the surge. A quick look at the web access logs highlighted the culprit. A WordPress blog page that explained their popular product was being hit a lot. This page wasn’t optimized for static viewing, so it was using more resources than expected.

To combat this memory situation, we issued a few quick graceful restarts of  Apache to reclaim memory. This was only needed a few times during the first 10 minutes to keep things stable.

Holy Orders Batman!

Within a few minutes, orders started rolling in. At its peak, we were seeing 3-5 orders PER second. The ShopSite ecommerce software handled this in stride, easily processing the orders with little overhead in terms of CPU or memory consumption.

In just over an hour, more than 1,000 orders had been placed successfully! The show re-aired in the Central, Mountain, and Pacific time zones. Traffic spiked each time, but it was half the level of the original East Coast airing.

The event was a success in terms of handling the influx of traffic and shoppers without major downtime. We managed to keep things running smoothly, allowing shoppers to place orders without delay or problems.

We collected more data about how a dynamic WordPress page can affect memory consumption, and we have developed more procedures and planning to better adjust webserver parameters to optimize the serving of web pages.

I’ll be writing a post in the near future with a checklist of things to do when expecting large traffic to your website.

Our 2012 Business Goal: Be Like Scotty

Which Scotty? I’m referring to the Engineer from the original Star Trek – He always managed to fix things much faster and better than his initial assessment would seem to indicate. (I’m sure he was padding the time/estimate to look better.)

Playing off of this (minus the padding), our 2012 goal is:

Accurate support that consistently exceeds expectations.

I know, not a quantitative goal (we have those internally), but I firmly believe that what sets us apart from other hosts is that we always strive to not only meet our obligations and website statements 100% of the time, but take a little extra time to go above and beyond.

Sometimes there isn’t time to do this, but whenever possible, everyone here understands the importance of exceeding expectations. It’s part of our “culture” as a company.

Try and find a large hosting company that takes this to heart. Making sure each email, each phone call, each interaction with a client is handled properly, timely, and dealt with in a personal and caring manner. That’s how we excel and stay ahead of the big dogs in this industry – By never losing site of the little things.

So that’s it. A simple statement that packs a punch when carried out day in and day out. It’s not flashy or lofty, but I feel it’s the “secret sauce” in our success.

I’ll let you know how I think we did in December.  :)

Top Ecommerce Blog Posts and Articles for December 2011

A new year has begun! Ushered in by Mayor Bloomberg and Lady Gaga (quite the pair). I’m excited for what 2012 has in store. And I have yet to abandon any New Year’s resolutions.  ;)

Before we wipe 2011 out entirely, here are a few good reads from last month in the world of ecommerce…

TOP PICK: The chance of a lifetimeSeth Godin’s Blog
Great end to 2011 post. It’s all about motivation.

5 Ways to Attract More Customer ReviewsGet Elastic
Some good tips in this one.

SEO Tips for Ecommerce SitesAboutUs
Simple plan for improving your Google ranking

How to Fix Crawl Errors in Google Webmaster ToolsSEOMoz
What to do about those pesky 404s

Put Your Customers FirstAmex OPEN Forum
Rules to live by.

50 Good Customer Service StrategiesCPC Strategy Blog
I’m sure you’ll find a few you can use.

Does Price Influence Cart Abandonment? You Better Believe ItGetElastic
An interesting analysis of cart abandonment.

How we achieved 99% accuracy in order fulfillmentPractical Ecommerce
Great real-world example.