Yahoo! Merchant Solutions
  E-Commerce Best Practices &
Leveraging Platform Features for Growth


                 Mike Ob...
Yahoo! Merchant Solutions

• Yahoo! hosts more of the
  Internet Retailer Top 500 than
  any other hosted ecommerce
  solu...
Yahoo! Stores Include:

                       Top 500 Internet    Non-Profit
    National Brands         Retailers     Or...
As an online retailer, you seek opportunities to:

• Understand your site traffic, customer
  engagement, and problem area...
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
•...
#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
 –...
#9 Keep the checkout process clean




                       +               =
                       Guide your customer...
#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:
                     ...
Yahoo! Web Analytics – How Does it Work?
(A Yahoo! Merchant Solutions Feature)

• Yahoo! Web Analytics is available in bet...
YAHOO! CONFIDENTIAL   20
With Yahoo! Web Analytics, you can:
• Identify top-sellers: See how often products are viewed, added to
  the shopping car...
Yahoo! Web Analytics: Demographics

• Demographics dashboard
• Improved demographics data,
  including visits by visitor a...
Key Takeaways
• What is your Story?
• Get your marbles in a row… go back to basics.
• Manage your real estate
• Call the C...
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
         ...
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eCommerce Summit Atlanta Yahoo Small Business

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From the eCommerce Summit in Atlanta June 3-4, 2009 here is Mike Ober with Yahoo Small Business sharing eCommerce best practices and using platforms. To find out more about eCommerce Merchants please visit http://www.ecmta.org

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eCommerce Summit Atlanta Yahoo Small Business

  1. 1. Yahoo! Merchant Solutions E-Commerce Best Practices & Leveraging Platform Features for Growth Mike Ober Merchant Development mober@yahoo-inc.com Twitter: mikeober
  2. 2. 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
  3. 3. Yahoo! Stores Include: Top 500 Internet Non-Profit National Brands Retailers Organizations YAHOO! CONFIDENTIAL 3
  4. 4. 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
  5. 5. Are your marbles lined up? Don’t forget the basics… YAHOO! CONFIDENTIAL 5
  6. 6. #1 What is your Story? YAHOO! CONFIDENTIAL 6
  7. 7. #2 Manage your real estate 20% max YAHOO! CONFIDENTIAL 7
  8. 8. #3 Call the Cart the Cart YAHOO! CONFIDENTIAL 8
  9. 9. #4 Contact and Trust Elements Above the Fold YAHOO! CONFIDENTIAL 9
  10. 10. #5 Add to Cart that Pops! YAHOO! CONFIDENTIAL 10
  11. 11. #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
  12. 12. #7 Continuity of Brand YAHOO! CONFIDENTIAL 12
  13. 13. #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
  14. 14. #9 Keep the checkout process clean + = Guide your customer through a clean checkout process. YAHOO! CONFIDENTIAL 14
  15. 15. #10 Simple & Clean Cart YAHOO! CONFIDENTIAL 15
  16. 16. Simpler & Cleaner Checkout YAHOO! CONFIDENTIAL 16
  17. 17. Simpler & Cleaner Checkout YAHOO! CONFIDENTIAL 17
  18. 18. 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
  19. 19. 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
  20. 20. YAHOO! CONFIDENTIAL 20
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Questions? YAHOO! CONFIDENTIAL 24
  25. 25. Yahoo! is Your Online Partner Mike Ober mober@yahoo-inc.com Twitter: mikeober
  26. 26. Yahoo! is Your Online Partner Mike Ober mober@yahoo-inc.com Twitter: mikeober YAHOO! CONFIDENTIAL 26

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