E-Commerce Best Practices

to Drive Conversion

Michael Ober, Sr. Manager, Account Management

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• 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

Online Retailing Goals

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Line up your marbles

but…Don’t forget the basics!

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#1 What is your Story?

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#2 Call the Cart the Cart

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#3 Contact and Trust Elements Above the Fold

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#4 Add to Cart that Pops!

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#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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#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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#7 Continuity of Brand

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#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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#9 Simple Checkout

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#10 Checkout Elements

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Your business can benefit from:

• Fully customizable checkout

• Cross-Sell

• Yahoo! Web Analytics

• Single-Use Coupons

Features To Help You Succeed

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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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Yahoo! is Your Online Partner

Mike Ober

mober@yahoo-inc.comTwitter: mikeober