Webinar - Shopping Engine Success for Yahoo! Stores with guest FastPivot


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Approximately 1/3 of Americans use comparison shopping engines at least once per month. Your ecommerce site should be earning 10-20% of your monthly traffic and revenue from your listings on comparison engines. Are your results on par?

This webinar is geared towards Yahoo! Stores (over $250k annual sales) who are committed to increasing revenue in 2010.

Have you ever wondered how to increase your traffic and sales on your Yahoo! Store? Whether you've struggled in your attempts to list your products on comparison shopping engines like Google Product Search, Yahoo Shopping or Shopzilla, or just want to find out more about data feed optimization this is the webinar for you!

Or maybe you’re getting the qualified clicks from the shopping engines and wondering "now what?" If you are looking to setup and configure analytics for your store or add custom fields that improve landing page conversion rate, we'll show you how to ensure you've setup your store to track and optimize the conversion.

Join SingleFeed as we share our expertise and advice in getting started with the shopping engines. Yahoo! Stores design and helper company FastPivot will be joining us to not only discuss how to properly track your shopping engine campaigns with Yahoo! Analytics, but also help you understand what metrics to keep an eye on.

We'll be covering the following topics:
- How to add custom fields to your Yahoo Store
- Properly measuring results with Yahoo/Google Analytics
- Take home action items/tips to optimize your feed
- Yahoo Shopping & Pricegrabber changes

Published in: Business, Technology, Design
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Webinar - Shopping Engine Success for Yahoo! Stores with guest FastPivot

  1. 1. Shopping Engine Success for Yahoo! Stores<br />Presented by <br />with guest<br />
  2. 2. Agenda<br /><ul><li>How to add custom fields to your Yahoo Store 
  3. 3. Measuring results with Google Analytics
  4. 4. Yahoo Shopping & Pricegrabber changes
  5. 5. Data Feed Optimization Tips
  6. 6. Question & Answer</li></li></ul><li>SingleFeed Background<br />ComparisonEngines.com started May 2005<br />SingleFeed founded April 2006<br />VC backed<br />Hundreds of merchants<br />SMBs -- $200K - $20M/yr in online revenue<br />LoveYourFeed Blog October 2006<br />
  7. 7. Why SingleFeed?<br />Lots of reasons!<br />
  8. 8. We‘re Shopping Engine Experts<br /><ul><li>Industry Analyst
  9. 9. First account manager @ Become
  10. 10. Internet marketer who used SingleFeed & other data feed solutions
  11. 11. Physical and Online Retail experience
  12. 12. Google Product Search Partner
  13. 13. This is all we do!</li></li></ul><li>Work with Leading Shopping Engines<br />Dedicated resources we can call<br />Updated on feed formats, categories<br />
  14. 14. Data Quality<br /><ul><li>We don’t just suck in and spit out data
  15. 15. Validation & Correction wizard
  16. 16. Strict requirements
  17. 17. Data Feed Optimization (DFO)</li></ul>Get you live<br />Qualitative optimization<br />Quantitative optimization<br />
  18. 18. Background on Shopping Engines <br />Tons of traffic<br />Leading shopping engines have 10m+ uniques/month<br />Bing Cashback & Amazon Product Ads growing<br />Dominate organic and paid listings<br />Google OneBox, Yahoo! Shortcuts, etc.<br />CSEs are Better, Stronger, Faster than individual merchants<br />Partnerships – AOL Shopping to CNET to Sears Marketplace<br />Results<br />Shopping Engines can account for 10% of revenue <br />IF you put in the effort!<br />
  19. 19. FastPivot<br />Custom Fields & Google Analytics<br />
  20. 20. www.fastpivot.com<br />Growing online stores for 13 years<br /><ul><li>Design
  21. 21. Online Store Design
  22. 22. Print Ready Design
  23. 23. Development
  24. 24. Yahoo! Store Development
  25. 25. CMS, Salesforce, Drupal, etc.
  26. 26. Custom integrations
  27. 27. Strategy
  28. 28. Analysis, Consultation, Management
  29. 29. SEM, Social Strategy </li></ul>Matthew Ledford<br />CEO, Founder, FastPivot.com<br />
  30. 30. <ul><li>Custom Fields for Yahoo! Stores -- Tracking w/Google Analytics -</li></ul>Grant Henry<br />www.fastpivot.com<br />grant@fastpivot.com<br />888.770.8883 x 311<br />
  31. 31. Yahoo! Stores come with these basic product fields available:<br />Options<br />Caption<br />Abstract<br />Ship-weight<br />Name<br />Code<br />Price<br />Sale-price<br />
  32. 32. Many comparison shopping engines will accept so many more:<br />MPN<br />UPC<br />Condition<br />Color<br />Size<br />Category<br />Manufacturer<br />Brand<br />ISBN<br />Gender<br />Department<br />Age Range<br />Age Group<br />Author<br />Publisher<br />Made_In<br />Material<br />
  33. 33. Custom product fields can be created in Y! Stores, but options for creating these fields vary depending on store type.<br />Y! Merchant Solutions<br />vs<br />Y! Legacy Store<br />
  34. 34. What kind of store doyouhave?<br />
  35. 35. Do you have a Catalog Manager?<br />If so, you have a Merchant Solutions Store.<br />
  36. 36. Y! Merchant Solutions<br /><ul><li> Custom product fields can be created on all products at once and are made part of the Catalog Manager
  37. 37. Once a new product field is created, it is permanent in most cases (not all cases). For this reason, the title and type of field is very important – as it cannot be removed or changed.
  38. 38. We recommend professional assistance with adding fields globally.</li></li></ul><li>Y! Legacy Stores<br /><ul><li> Options vary between versions of Legacy Yahoo! Stores
  39. 39. In most cases, custom fields must be created ONE AT A TIME for each product.
  40. 40. This can be incredibly time consuming, so work on the fields that you feel are most important. </li></li></ul><li>Custom Fields - Legacy Stores<br /><ul><li> Fields are added when editing a product in the store by adding a “new property”.
  41. 41. This is a safe process, as the field can be removed at any time.</li></li></ul><li>Custom fields are in the store.Now what?<br />Two options:<br />
  42. 42. 1) Pull your product data manually<br /><ul><li> Using the Catalog Manager (Merchant Solutions), you can download all your data, manually edit, and upload into each individual comparison shopping engine (CSE) of your choice.</li></ul>[ Insert picture of root canal ]<br /><ul><li> Since Legacy stores have no Catalog Manager, sending out these custom fields is not an option with only the store tools.</li></li></ul><li>2) Automated feed<br /><ul><li> Yahoo sends out an xml file that includes all basic product information – looks something like www.mystore.com/objinfo.xml
  43. 43. However, this file does not include custom fields or categories. To send over data including custom fields and categories, a custom feed is required.
  44. 44. FastPivot offers an automated feed that sends all custom product data to Singlefeed.</li></li></ul><li>SUMMARY<br /><ul><li> What product fields can you add to create more relevancy in the shopping engines?
  45. 45. The type of Yahoo! Store do you have?
  46. 46. Merchant Solutions = product fields can be added globally – assistance recommended
  47. 47. Legacy Store = product fields added one product at a time by adding properties to products, but no feed options.
  48. 48. Do you want to manually edit data, or seek an automated solution? </li></li></ul><li>Tracking w/Google Analytics<br /><ul><li> Treat your shopping comparison engines like the campaigns they are. You do it with Adwords.
  49. 49. Looking at referring URLs can only take you so far.</li></li></ul><li>It’s all About the String<br /><ul><li> Appending the product urls with this string will enable better tracking in Google Analytics:</li></ul>... ?utm_medium=shoppingengine&utm_source=nextag<br /><ul><li>Campaign Medium – it’s a shopping engine (other ex: PPC)
  50. 50. Campaign Source – the specific engine (other ex: Adwords)</li></li></ul><li>It’s all About the String<br />Current Singlefeed clients can add unique tracking strings for each engine right in the Singlefeed dashboard:<br />
  51. 51. It’s all About the String<br /><ul><li> If you aren’t using Singlefeed, you can use Google’s URL Builder to build your strings:</li></ul>http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578<br /><ul><li> If you are manually building your feeds, use Excel magic to append all product urls with strings for each engine.
  52. 52. Yahoo!’s product xml does not allow you to append tracking strings automatically.</li></li></ul><li>Custom Google Analytics ReportingDon’t be terrified!<br /><ul><li> Singlefeed’s dashboard is fantastic for reporting CSE activity across engines and down to the product level.
  53. 53. However, it’s very easy to make a custom report in Google Analytics for more top level figures and help compare CSE activity to ALL activity.</li></li></ul><li>Let’s make a custom report!<br />(Don’t freak out)<br />
  54. 54. <ul><li> easy drag and drop interface
  55. 55. drop in the metrics you want to see
  56. 56. easy keyword search to hunt down metrics available</li></li></ul><li>View your report – and click shoppingengines to dig into ONLY the shopping engines.<br />
  57. 57. After clicking shoppingengine, this view will display only shopping engine activity.<br />
  58. 58. It can be a part of your dashboard with a single click!<br />Dashboard module:<br />
  59. 59. SUMMARY<br /><ul><li> Use URL strings to track campaigns and make custom reporting a breeze.
  60. 60. “Source” and “Medium” are the main string pieces to pay attention to, but learn about all that are available:
  61. 61. http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&hl=en
  62. 62. Don’t be afraid of customizing Google Analytics. Make it your own.</li></li></ul><li>- Custom Fields for Yahoo! Stores -- Tracking w/Google Analytics -<br /><ul><li> Contact us for a copy of this presentation
  63. 63. Be sure to visit our blog at www.fastpivot.com</li></ul>Grant Henry<br />www.fastpivot.com<br />grant@fastpivot.com<br />888.770.8883 x 311<br />
  64. 64. Shopping Engine Results Explained<br />What it looks like<br />
  65. 65. Search Engine Results Page Explained<br />
  66. 66. Product Results View<br />
  67. 67. Normalized Product View<br />
  68. 68. Yahoo! Stores & Google Shopping<br />Are you already on Google Product Search?<br />www.google.com/products & type in site:domain (site:www.gundogsupply.com)<br />Know that you’re probably already up and running. BUT, you can submit a better feed.<br />
  69. 69. Data Feed Optimization<br />Tips & Advice<br />
  70. 70. Data Feed Optimization Tips<br />Testing Product Titles<br />Includes brand, color, size, and gender<br />Good!<br />
  71. 71. Data Feed Optimization Tips<br />Testing Product Titles (cont)<br />Missing brand, color, size, etc<br />Bad!<br />
  72. 72. Data Feed Optimization Tips<br />Product Variations<br />Do you have multiple colors, sizes, or configurations?<br />
  73. 73. Data Feed Optimization Tips<br />Bulk Price Discounts<br />Pricing on the engines must be per minimum qty order <br />
  74. 74. Data Feed Optimization Tips<br />Minimum quantities<br />Google requires total price for the min qty order.<br />
  75. 75. Data Feed Optimization Tips<br />Tax & Shipping<br />Provide shoppers “out the door” price<br />
  76. 76. Data Feed Optimization Tips<br />More Attributes = Better Results<br />Submit more than just required fields.<br />Include UPC, model number, custom attributes.<br />No feed is created equal<br />Don’t use the same file for every engine!<br />Catalog.xml file doesn’t have everything engines want<br />Categorization is your friend<br />Each engine has a different taxonomy<br />Submit Feeds Daily<br />Products change price etc,<br />
  77. 77. Yahoo! Shopping & Pricegrabber<br />What you need to know<br /><ul><li>Every detail is on this page: http://help.yahoo.com/l/us/yahoo/ysm/ps/partnership/index.html
  78. 78. March 11th is the switchover
  79. 79. If you have an account with PriceGrabber (PG), you don’t have to do anything</li></li></ul><li>Yahoo! Shopping & Pricegrabber<br /><ul><li>If you have a Yahoo! Store, PG can work with your catalog.xml or objinfo.xml files and you will continue to get a 20% discount on clicks from Yahoo! Shopping
  80. 80. SingleFeed recommendation for better results: build a PriceGrabber feed in the PriceGrabber format with PriceGrabber categories</li></li></ul><li>Question & Answer<br />
  81. 81. Conclusion<br />Ryan Douglas – ryan@singlefeed.com<br />Brian Smith – brian@singlefeed.com<br />Grant Henry – grant@fastpivot.com<br />www.singlefeed.com<br />www.loveyourfeed.com<br />www.comparisonengines.com<br />www.fastpivot.com<br />