eCommerce Summit Atlanta Yahoo Small Business

Yahoo! Merchant Solutions

E-Commerce Best Practices &Leveraging Platform Features for Growth

Mike Ober

Merchant Development

[email protected]

Twitter: mikeober

YAHOO! CONFIDENTIAL 2

• Yahoo! hosts more of the Internet Retailer Top 500 than

any other hosted ecommerce

solution1

• Hosts more than 50,000 online stores

• Supports billions of dollars in transactions each year

• Won the PC Magazine Editor’s Choice Award in 20082

Yahoo! Merchant Solutions

1 Internet Retailer, 2006, 2007, 2008, based on U.S.-based ecommerce solutions2 PC Magazine Editors' Choice Award Logo is a registered trademark of Ziff Davis Publishing Holdings Inc. Used under license.


Yahoo! Stores Include:

National BrandsTop 500 Internet

RetailersNon-Profit

Organizations


• Understand your site traffic, customer engagement, and problem areas

• Maximize conversion rates

• Increase average order value

• Grow revenue

Accomplish the above by…

• Identifying, then targeting key customer segments

• Maximizing marketing conversion

As an online retailer, you seek opportunities to:


Are your marbles

lined up?Don’t forget the basics…


#1 What is your Story?


#2 Manage your real estate

20% max


#3 Call the Cart the Cart


#4 Contact and Trust Elements Above the Fold


#5 Add to Cart that Pops!


#6 Get Personal

• Don’t hide � Small Business sells

• Connect with your customers

• Provide means of contact

• Tell your story… wait…

• What is YOUR story?


#7 Continuity of Brand


#8 Don’t hang your customers out to dry…

• Ensure they have means to contact you at most critical time

– Shopping Cart

– Checkout

• Sell your story, your value and splash trust when you ask a consumer to commit to the sale

• Shipping Promos? Get them front and center in the checkout process

– Use “count-down” to free-shipping offer to push upsell and value-add

• Bottom line… at the most critical time, make sure your shoppers can reach you.


#9 Keep the checkout process clean

+ =

Guide your customer through a clean checkout process.


#10 Simple & Clean Cart


Simpler & Cleaner

Checkout


Simpler & Cleaner

Checkout


Your business can benefit from:

• Fully customizable checkout

• Cross-Sell

• Yahoo! Web Analytics

• Single-Use Coupons

Yahoo! Gives you Features to Help You Succeed


• Yahoo! Web Analytics is available in beta release for Standard, Professional, and Yahoo! Store merchants

Yahoo! Web Analytics – How Does it Work?

(A Yahoo! Merchant Solutions Feature)

CONSUMER VISITS

YOUR WEBSITE

YOUR WEBSITE IS

EMBEDDED WITH

TAGS

YAHOO!

DATA CENTERS

COLLECT, PROCESS

AND STORE

WEBSITE ACTIVITY

INFO

LOG INTO YAHOO!

WEB ANALYTICS TO

VIEW REPORTS

42

1 VISITOR

3



• Identify top-sellers: See how often products are viewed, added to the shopping cart, and purchased

• Improve customer engagement: Learn where visitors exit your site, and modify those pages to increase conversions

• Determine successful marketing tactics: See which initiatives, campaigns, and keyword searches lead to the most visits, sales, and revenue

• Track visits and page views: Break down your audience by first-time vs. return visits and visitor demographics, and identify peak site-usage hours

• Understand Customer Demographics

With Yahoo! Web Analytics, you can:


• Demographics dashboard

• Improved demographics data, including visits by visitor age and gender, behavioral targeting category, and Yahoo! properties visited

Yahoo! Web Analytics: Demographics


Key Takeaways

• What is your Story?

• Get your marbles in a row… go back to basics.

• Manage your real estate

• Call the Cart the Cart

• Contact and trust elements above the fold

• Get personal… don’t hide behind the internet

• Clean checkout process

• Brand continuity

• Understand the metrics that are important

– Conversion rates

– Bounce rates

– Who are your customers?


Questions?

Yahoo! is Your Online Partner

Mike [email protected]

Twitter: mikeober


Yahoo! is Your Online Partner

Mike [email protected]

Twitter: mikeober

Education

eCommerce Summit Atlanta Yahoo Small Business