eCommerce Summit Atlanta Yahoo Small Business

Yahoo! Merchant Solutions E-Commerce Best Practices & Leveraging Platform Features for Growth Mike Ober Merchant Development mober@yahoo-inc.com Twitter: mikeober

Yahoo! Merchant Solutions • 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 1 Internet Retailer, 2006, 2007, 2008, based on U.S.-based ecommerce solutions 2 PC Magazine Editors' Choice Award Logo is a registered trademark of Ziff Davis Publishing Holdings Inc. Used under license. YAHOO! CONFIDENTIAL 2

Yahoo! Stores Include: Top 500 Internet Non-Profit National Brands Retailers Organizations YAHOO! CONFIDENTIAL 3

As an online retailer, you seek opportunities to: • 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 YAHOO! CONFIDENTIAL 4

Are your marbles lined up? Don’t forget the basics… YAHOO! CONFIDENTIAL 5

#1 What is your Story? YAHOO! CONFIDENTIAL 6

#2 Manage your real estate 20% max YAHOO! CONFIDENTIAL 7

#3 Call the Cart the Cart YAHOO! CONFIDENTIAL 8

#4 Contact and Trust Elements Above the Fold YAHOO! CONFIDENTIAL 9

#5 Add to Cart that Pops! YAHOO! CONFIDENTIAL 10

#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? YAHOO! CONFIDENTIAL 11

#7 Continuity of Brand YAHOO! CONFIDENTIAL 12

#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. YAHOO! CONFIDENTIAL 13

#9 Keep the checkout process clean + = Guide your customer through a clean checkout process. YAHOO! CONFIDENTIAL 14

#10 Simple & Clean Cart YAHOO! CONFIDENTIAL 15

Simpler & Cleaner Checkout YAHOO! CONFIDENTIAL 16

Simpler & Cleaner Checkout YAHOO! CONFIDENTIAL 17

Yahoo! Gives you Features to Help You Succeed Your business can benefit from: • Fully customizable checkout • Cross-Sell • Yahoo! Web Analytics • Single-Use Coupons YAHOO! CONFIDENTIAL 18

Yahoo! Web Analytics – How Does it Work? (A Yahoo! Merchant Solutions Feature) • Yahoo! Web Analytics is available in beta release for Standard, Professional, and Yahoo! Store merchants CONSUMER VISITS YOUR WEBSITE IS YAHOO! LOG INTO YAHOO! YOUR WEBSITE EMBEDDED WITH DATA CENTERS WEB ANALYTICS TO TAGS COLLECT, PROCESS VIEW REPORTS AND STORE WEBSITE ACTIVITY INFO 2 1 VISITOR 3 4 YAHOO! CONFIDENTIAL 19

YAHOO! CONFIDENTIAL 20

With Yahoo! Web Analytics, you can: • 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 YAHOO! CONFIDENTIAL 21

Yahoo! Web Analytics: Demographics • Demographics dashboard • Improved demographics data, including visits by visitor age and gender, behavioral targeting category, and Yahoo! properties visited YAHOO! CONFIDENTIAL 22

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? YAHOO! CONFIDENTIAL 23

Questions? YAHOO! CONFIDENTIAL 24

Yahoo! is Your Online Partner Mike Ober mober@yahoo-inc.com Twitter: mikeober

Yahoo! is Your Online Partner Mike Ober mober@yahoo-inc.com Twitter: mikeober YAHOO! CONFIDENTIAL 26

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eCommerce Summit Atlanta Yahoo Small Business

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eCommerce Summit Atlanta Yahoo Small Business Presentation Transcript