E-Commerce Best Practices
to Drive Conversion
Michael Ober, Sr. Manager, Account Management

Online Retailing Goals
• Grow your revenue (of course!)
• Maximize conversion rates
• Increase average order value (AOV)
• Maximize stickiness of your brand
Accomplish the above by…
• Understanding site traffic, customer
engagement, problem areas
• Identifying, targeting, refining key customer
segments
• Testing marketing and merchandising for
maximum conversion
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Line up your marbles
but…
Don’t forget the basics!
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#1 What is your Story?
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#2 Call the Cart the Cart
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#3 Contact and Trust Elements Above the Fold
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#4 Add to Cart that Pops!
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#5 Navigation Button Testing
• Size
• Color
• Call to Action
• Logo
Unique Visitors 100,000
Conversion Rate 1.20%
# of orders 1,200
AOV $ 80.00
Revenue $ 96,000.00
Lift 10%
New Conversion Rate 1.32%
# of orders 1,320
Revenue $ 105,600.00
Increase $ 9,600.00
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#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?
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#7 Continuity of Brand
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#8 Don’t hang your customers out to dry
• Checkout is a critical step in the shopping experience
• Give shoppers every life line they need
– Chat
– Phone
– Email
– Security
– Trust
– Tracking
– About Us
(yes, there is a great picture that goes here, but it shows in live presentations only)
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#9 Simple Checkout
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#10 Checkout Elements
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Features To Help You Succeed
Your business can benefit from:
• Fully customizable checkout
• Cross-Sell
• Yahoo! Web Analytics
• Single-Use Coupons
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Key Takeaways
• Tell your Story?
• Call the Cart the Cart
• Contact and trust elements above the fold
• Add to Cart that Pops
• Navigation Button Testing
• Get personal… don’t hide behind the internet
• Ensure Continuity of Brand
• Don’t hang your customers out to dry
• Simple, Clean Checkout
• Understand the metrics that are important
– Conversion rates
– Bounce rates
– Who are your customers? (via Demographics in Yahoo! Web Analytics)
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Yahoo! is Your Online Partner
Mike Ober
mober@yahoo-inc.com
Twitter: mikeober
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