Adobe Business Catalyst is shutting down in March 2020 and I have less than 24 months to find alternatives for my clients websites.
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Adobe is kicking us out their web house
Over 70,000 Business Catalyst and 500,000 Adobe Muse websites possibly have to find a new home without a direct replacement; link to Business Catalyst press release.
This is going to cost you.
My clients paid Adobe Business Catalyst directly to host their website.
Yes I recommended Adobe Business Catalyst to all my website customers.
But Adobe broke all our trust.
Many other Adobe partners like myself were in shock.
How could a company drop a profitable business?
Well, put this in perspective, a company that made a $2 billion profit last quarter dropped a $30 million business.
People on Adobe forums are already threatening action; futile in my opinion.
People are asking why Business Catalyst could not be sold to an interested 3rd party.
My understanding is that others did try to purchase it but the Business Catalyst arm is impossible to disconnect from the main Adobe body.
And yes it will and has cost me money.
I have already migrated my own website to WordPress.
Website Audit and Review
Whilst this news will come as a shock to many or perhaps an inconvenience, it can also prove to be an opportunity.
I designed very few websites in the previous 16 months since I have evolved to SEO and content marketing services.
With one client exception, I can tell you the web world is a lot different from 24 months ago.
You can continue with your website as it is, the status quo, or you can use this as an opportunity to grow.
SWOT Analysis – get your business from A to B
During my 25 years in marketing, I have done many a SWOT analysis.
You look for the strengths and weaknesses inside your business and with your products and services.
Then you look at external opportunities and threats impacting you.
Or you can discover :
- What people are searching for.
- Is there demand I am are missing out on?
- What are my competitors doing?
- Where do my competitors rank and get traffic from ?
- What can I create to improve rankings, visibility, web traffic?
- How can I convert and generate more enquiries from your website?
- Follow up on these enquiries and turn them into clients or customers.
- Drive more website traffic.
- Convert more sales.
- Increase my average order value per sale.
- Increase my repeat sales.
- Sell other products or services to my existing customers.
3 types of Adobe Business Catalyst websites
For the sake of simplicity there are 3 types of websites.
- Less complex websites (Lead generation websites).
- E-commerce websites.
- Custom websites.
Lead generation websites
This is a website with pages of information and contact forms where people get in touch with your business.
I can export the current website and use 2 other solutions for your new website.
The migration cost will be fairly low.
But will have to absorb new recurring costs:
- Monthly hosting costs.
- Hosting maintenance contract.
- Email marketing provider.
- Email accounts to send and receive emails.
- Annual purchase of SSL certificate.
Adobe Business Catalyst versus WordPress
Whilst there are plenty of alternatives, I shall recommend moving lead generation or less complex websites to WordPress.
Adobe Business Catalyst alternative features in WordPress
Here are the features available.
The next type of websites are those that sell products online.
I have 2 options for migration and re-development.
I migrate the website to a comparable solution that is being developed for an ex-Business Catalyst partner.
Or, alternatively I move your website to Shopify.
I have worked with Shopify and there are some amazing benefits open to you that were out of scope with Business Catalyst.
- Sell on Facebook.
- Sell with Instagram clickable images.
- Better related product merchandising.
- Better basket and checkout process (so you convert more orders).
- Abandoned orders process.
- Refund orders directly inside admin area.
- Take card payments over the phone and add order into admin area.
- Add Facebook Messenger to website and handle customer enquiries.
- Use the Free Shopify App called Kit to help you run adverts, promotions, email campaigns, post social communication – seriously mind blowing app.
- A mobile app for your phone to manage elements of your shop.
- Brilliant integration with Google Shopping Advertising – so people can see and click on your products in the search results.
- Thousands of apps to do better marketing.
Adobe Business Catalyst versus Shopify
Adobe Business Catalyst alternative features in Shopify.
[mks_accordion_item title=”Design, Themes, Templates”]
We will have to either purchase and customise a Shopify theme or charge you to develop a custom theme based on your current web design.
[mks_accordion_item title=”Web Forms”]
You will lose this feature from Adobe but we can replace that with a MailChimp subscription and add in a form.
Bear in mind, if you go over 2000 subscribers, you will have to pay a monthly fee to MailChimp.
You will lose the Adobe CRM. However, most businesses on Shopify use their built in admin area or MailChimp.
We would have to create a MailChimp list and import your customers from Business Catalyst.
Since we are replacing Business Catalyst with MailChimp, you will use the autoresponders and confirmation message settings on Mail Chimp web forms.
[mks_accordion_item title=”Email Marketing”]
You will lose this BC function however, fear not, MailChimp have hundreds of easy to use email marketing templates.
MailChimp also have email personalisation.
You can choose to insert product recommendations where they insert product into email campaigns based on user information.
Although the design templates are limited.
[mks_accordion_item title=”Blog posts”]
Blog posts are built into Shopify and are included in your monthly Shopify subscription.
[mks_accordion_item title=”Web pages”]
You can add as many web pages as you like in Shopify.
In reality you will just use these pages for about us, contact us and terms and privacy pages.
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You will lose web app functionality by migrating from Business Catalyst to Shopify.
That’s probably not an issue.
[mks_accordion_item title=”Product Categories/Collections”]
We would have to export and import all your catalogues to Shopify,
It’s more likely we have to rebuild your categories by hand.
[mks_accordion_item title=”Product Pages”]
Product tags and variants will need to be created and this could be a time consuming process to migrate your stock file over.
There is a paid for service that exports your stock file from Adobe to Shopify.
The basket functionality in Shopify is fantastic. You will be able to add suggested products to the basket.
This will help promote higher order values.
You can add PayPal and Apple Pay payment options to the basket.
You do not have alot of design control over the basket layout.
However, Shopify have 500,000 plus merchants on their platform and they know more about basket to checkout conversion that most.
The checkout process is going to help you better convert more sales with Shopify.
- The user enters name and email.
- Then they enter this billing and delivery address.
- If they don’t finish the order, Shopify sends a please complete order email.
- Then Shopify calculate the shipping cost if any.
- Then the user enters card details or proceeds to PayPal.
[mks_accordion_item title=”Secure Zones”]
If you only sell direct to the end user, then you can use the Shopify admin options to enable to user account management area.
This is a basic area that shows your details and order history.
You can disable this option if you don’t want users to register or login before purchase.
If you sell to retailers and the end user there is an app for that but requires more investigation.
[mks_accordion_item title=”Payment Gateways”]
There are 3 payment methods; Apple Pay, Shopify Payment and PayPal.
If you are in the UK you can disable Apple Pay before it’s not being adopted by most banks.
You need to check the processing and card fees with Shopify Payments.
But you will find them comparable with Stripe and SagePay.
And if you have SagePay, you won’t need them anymore.
So the additional Shopify hosting costs will be offset with the SagePay savings.
[mks_accordion_item title=”Abandoned Orders”]
Great feature you will love. In addition the back end reporting will show you the number and value of recovered orders.
You are going to have to install some free plugins and some page plugins in order to maintain the running of your shop.
- Google Shopping
- MailChimp for Shopify
- No Index and Sitemap Manager
- Order Printer
- Shopify Product Reviews
[mks_accordion_item title=”Web Hosting”]
You need the $79 a month hosting package as this includes discount codes, gift vouchers and reporting functionality.
[mks_accordion_item title=”Web Hosting Support”]
It is unlikely you will need a monthly hosting support package.
But access to a good Shopify developer is paramount.
On page optimisation is good inside Shopify with the ability to edit the page title, description and URL.
Also, if you do choose to change a url, Shopify will immediately create a 301 redirect.
SSL is built into Shopify and included in your monthly hosting fee.[/mks_accordion_item]
[mks_accordion_item title=”Admin, access and permissions”]
Depending on the hosting package you take out you can have 2, 5 or more admin users.
As the site owner, you will want to give you web developer full access.
If you have a content editor you don’t want to give her access to installing paid for plugins.
The other alternative is to move your website with a former Business Catalyst partner called Code Production.
You can look at their Treepl admin panel they are currently developing to retain some of the features and functionality that Business Catalyst used to have.
Custom built websites
The last category of websites we built were custom built websites.
We built some bespoke business solutions such as job vacancy systems, payment systems, travel portals and digital payment systems.
These types of websites will be more complex to migrate.
I need to explore in more depth the migration impact, costs and issues.
Bear in mind we still have 23 months before Adobe shut down Business Catalyst.
Two former Business Catalyst partners are working on migration and alternative solutions.
Migrating custom built Business Catalyst website
Beta testing is underway to migrate BC websites to a new solution.
- Clients should be able to use BC web apps as they did on Business Catalyst
- Websites will be hosted on Amazon Web Services.
- Hosting costs will be similar to BC hosting costs
I shall update this section of the page in due course as I discover and learn more.
What will this cost me ?
This will cost you one way or the other.
By the March 2020, the youngest website I will have created for clients will be 3 years old and some websites will be up to 9 years old.
Platonik have no ongoing contracts with clients as we work on an ad hoc project basis with clients paying Adobe directly for hosting.
View this an opportunity to increase traffic, enquiries and sales or to re-invent your online business.
What Next ?
You don’t need to do anything for the next 3 months.
But I recommend you start saving up and putting money aside for migration or re-development costs.
What if I don’t want you to migrate or re-develop my website with you ?
I can export all your web pages and customer data and hand that information over to you at any time between now and March 2020.
You can either take that information and give it to another web professional or you can continue with me.
I shall be sending more regular communication with any migration developments about Treepl and other solutions.
And of course, opportunities.
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