Yahoo! Merchant Solutions Back to Basics: E-Commerce Best Practices Mike Ober Merchant Development Twitter: mikeober

2 Grow your revenue (of course!) Maximize conversion rates Increase average order value (AOV) Maximize stickiness of your brand In order to achieve these goals, you need to… Understand your traffic, customer engagement, potential problem areas Identify, target and refine key customer segments Know your own site! Online Retailing Goals

3 Line up your marbles but… Don’t forget the basics!

4 #1 What is your Story?

5 #2 Call the Cart the Cart

6 #3 Contact and Trust Elements Above the Fold

7 #4 Add to Cart that Pops!

8 #5 Navigation Button Testing Size Color Call to Action Logo

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?

10 #7 Don’t hang your customers out to dry… When is the last time you bought from your own site?

11 #8 Continuity of Brand

12 #9 Simple Checkout

13 #10 Shopping Cart & Checkout Elements

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15 Your business can benefit from: Fully customizable checkout Cross-Sell using Behavioral Targeting technology Yahoo! Web Analytics Single-Use Coupons Yahoo! Provides Features to Help You Succeed

16 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)

Yahoo! is Your Online Partner Mike Ober Twitter: mikeober