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

1. Yahoo! Merchant Solutions
E-Commerce Best Practices &
Leveraging Platform Features for Growth
Mike Ober
Merchant Development
mober@yahoo-inc.com
Twitter: mikeober

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.
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3. Yahoo! Stores Include:
Top 500 Internet Non-Profit
National Brands Retailers Organizations
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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
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5. Are your marbles
lined up?
Don’t forget the basics…
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6. #1 What is your Story?
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7. #2 Manage your real estate
20%
max
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8. #3 Call the Cart the Cart
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9. #4 Contact and Trust Elements Above the Fold
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10. #5 Add to Cart that Pops!
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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?
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12. #7 Continuity of Brand
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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.
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14. #9 Keep the checkout process clean
+ =
Guide your customer through a
clean checkout process.
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15. #10 Simple & Clean Cart
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16. Simpler & Cleaner
Checkout
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17. Simpler & Cleaner
Checkout
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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
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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
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20. YAHOO! CONFIDENTIAL 20

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
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22. Yahoo! Web Analytics: Demographics
• Demographics dashboard
• Improved demographics data,
including visits by visitor age
and gender, behavioral
targeting category, and
Yahoo! properties visited
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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?
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24. Questions?
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25. Yahoo! is Your Online Partner
Mike Ober
mober@yahoo-inc.com
Twitter: mikeober

26. Yahoo! is Your Online Partner
Mike Ober
mober@yahoo-inc.com
Twitter: mikeober
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