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E-Commerce Best Practices, Back to Basics - Yahoo! Merchant Summit
- 1. E-Commerce Best Practices to Drive Conversion Michael Ober, Sr. Manager, Account Management
- 2. 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 2
- 3. Line up your marbles but… Don’t forget the basics! 3
- 4. #1 What is your Story? 4
- 5. #2 Call the Cart the Cart 5
- 6. #3 Contact and Trust Elements Above the Fold 6
- 7. #4 Add to Cart that Pops! 7
- 8. #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 8
- 9. #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? 9
- 10. #7 Continuity of Brand 10
- 11. #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) 11
- 12. #9 Simple Checkout 12
- 13. #10 Checkout Elements 13
- 14. Features To Help You Succeed Your business can benefit from: • Fully customizable checkout • Cross-Sell • Yahoo! Web Analytics • Single-Use Coupons 14
- 15. 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) 15
- 16. Yahoo! is Your Online Partner Mike Ober mober@yahoo-inc.com Twitter: mikeober 16