The document outlines e-commerce best practices for increasing revenue, maximizing conversion rates, and enhancing customer engagement. Key strategies include understanding site traffic, optimizing the checkout experience, personalizing customer interactions, and maintaining brand continuity. Additionally, it emphasizes the importance of testing various website elements and understanding crucial metrics for success.

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
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3. Line up your marbles
but…
Don’t forget the basics!
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4. #1 What is your Story?
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5. #2 Call the Cart the Cart
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6. #3 Contact and Trust Elements Above the Fold
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7. #4 Add to Cart that Pops!
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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
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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?
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10. #7 Continuity of Brand
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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)
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12. #9 Simple Checkout
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13. #10 Checkout Elements
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14. 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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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)
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16. Yahoo! is Your Online Partner
Mike Ober
mober@yahoo-inc.com
Twitter: mikeober
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