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April 2011 Yahoo Store News Part 1


Is it better to make $5 or $10?

Now WhatWe all know that starting and running a business can be very expensive. Our first inclination is to make as much money as possible as soon as possible to recoup our investment.

However, I want to give you a new way of looking at things.

I want to show you how making $5 is better than making $10.

In this example, I am going to use the store we built for the Now What Project. The Now What Project shows store owners - Now What? After you build your website - how do you get traffic? How do you get sales? How do you grow your business? How do you increase conversions? How do you succeed at selling online? We show you step by step how we are building a brand new business, gaining new customers, and making our new store successful online. Check out the video below in our Featured Video Section to learn more.

For this new store - we knew going in that if we wanted our new store to be successful, we  were going to need those repeat orders. After all, we are selling fabric and these customers are going to keep buying fabric on a consistent basis.

Our first step in building our business was to gain customer loyalty.

How do you gain your customer's trust and loyalty?

We started with the basics:
  • Blog postings that would inspire, educate, and inform
  • Creating relationships using Facebook and Twitter
  • Quality customer service from the moment their order was placed
As soon as the customer enters their order online, they immediately receive a confirmation of their order. This confirmation email has been modified to give them more information about what to expect next. Plus we ask them to join our newsletter. *Note* we do not ask them to join our newsletter during the checkout process. We want them to focus on putting their order through.

We ship our orders as soon as they are received and send them a confirmation that their order has been shipped with tracking information. Again, this email has been modified. We tell them what they can expect and ask them again to join our newsletter.

Once they receive their order, they find:
  • Everything is packaged very carefully
  • The shipping is made to look like they are receiving a present from their best friend.
  • Instead of using peanuts, we use beautiful white tissue paper that they can reuse.
  • Each package comes with a special handwritten thank you card.
  • Each package comes with some sort of free gift that they can use immediately (quilting needles, sewing kits, etc).
  • The invoice is placed into a beautiful and decorative envelope that can be reused.

The Result?

Customers LOVE receiving their orders. They can't wait to order more. They tell us it feels like their birthday or Christmas whenever a new package arrives. Do you make your customers excited to order from you again?

What about making a profit?

Yes, these little extras take away from our bottom line. However, the results have been amazing:

1. Customer loves our order so much they post a note on a forum

2. Customer loves our order so much they post on Twitter

3. Customer loves our order so much they post on Facebook

The Result?

More orders! Last Monday we had to fill all of the weekend orders PLUS 13 new orders from that day. The result is more customers giving our store a chance to prove ourselves. The result is customers writing to us saying, “I can’t wait to place another order!” The result is more customers liking us, knowing us, and trusting us. These are the 3 keys to ecommerce success.

Like. Know. Trust.

The Bigger Picture - Higher Sales and Conversions

Let's take a look at our brand new store after being in business for 2 and half months.

Total Sales:

February - 7 Orders = $404.50
March - 57 Orders = $3136.15
April (1st two weeks only) - 55 Orders $2809.68

April Sales

Current conversion rate - 3.51%

Do Higher Conversions Lead to Higher Rankings??

By making less money on each order, we have also been able to rank very quickly and easily for key terms our customers are using to PURCHASE products with a website that is ONLY 2 and half months old.


There is a BIG difference between keywords your customers use to find your website and keywords customers are using to purchase your products – make sure you know the difference.

Wait, how does making less money per order affect my rankings?

Our customers LOVE the quilting store we built for the Now What Project. They love the design, they love the navigation. They love how easy the site is to use. We get compliments on website on a daily basis.

Plus, it shows in our stats. Our bounce rate is only 37.60% and customers are spending an average of 4 minutes on our website.

The Result?

Higher rankings on keywords we are targeting. We are getting ranked in the top 3 consistently for keywords our customers are using to purchase products.

Yes, Conversions and Bounce Rate affect everything you do.

If a customer comes in from a search on Google and immediately leaves your website – this is almost getting hit with an Unlike Button. 

If a customer comes in from a search on Google, spends some time on your website, and even purchases from your website – this is like getting hit with a Like Button.

Your customers are voting on your website. Is your website good or bad? This information gets sent back to Google and used as part of their algorithm. If you are ranked #1 for a search term phrase but, everyone coming to your website hits the Unlike Button – this is a red flag for Google. Remember, they want their customers to find high QUALITY websites. If the guy that is ranked #2 has a history of people “liking” his site more than yours, he will outrank you.

Moral of the story

You need to do whatever it takes to make your customers happy. You need to do whatever it takes to get your customers to like, know, and trust you. Sometimes that means that you need to make $5 instead of $10.

This Monday I will be discussing the Now What Project website in more detail on our weekly radio show Ecom Experts. I will be going over some of the small changes we have made to the shop to increase our conversions from 1.47% to over 3% and well on our way to doubling our sales from the previous month.

In the mean time, if you feel like your website is not getting the conversions it should be – give us a call and we can see what is going on with your website. 888-312-7839.

Shawna Seigel

Shawna Seigel
(Formally Shawna Fennell but, I got married on the Fourth of July!) Click To See Pictures


I "think" all of the video site reviews are done but, I could be completely wrong :) If you want a site review or did not receive yours, here a new form to fill out.

Do you Twitter? Follow 1 Choice for headlines only. If you want to get our blog postings and want to get personal with me, follow Shawna Seigel.

Recently Completed

New Services
We have the New Life Book Club where we are reading the Yahoo! Style Guide that shows you how to write content for the web. It will show you how to write better newsletters, blogs, and everything else.

We have a Mastermind Group that works together on weekly projects and to do lists.

We have the Now What Project that shows you a brand new website, shows you all the mistakes, fixes the mistakes, and then shows you the increased conversions. Learn from these mistakes!!

We have a brand new 1 Choice 4 Your Store Facebook Page. Have questions you want to ask? Just want to say hi? Come on over! We would love to have you :)

Finally, you can always give us a call to help you as well. Pick up the phone and dial 888-312-7839.

Recently Added
Registration and Login
Auto-Suggest Cross-Sell Feature From Yahoo
Registration and Login

Auto-Suggest Cross-Sell Feature From Yahoo

Carousel Cross Sell Items
Flash Banner Rotator
Carousel Cross Sell Items

Flash Banner Rotator

Full Header and Footer Shopping Cart Design
Hover to Enlarge
Full Header and Footer Shopping Cart Design

Regular price: $600.00
This Months Special: $400.00
Hover to Enlarge

Left Navigation Accordion Menu
Top Navigation Flyout Menus
Left Navigation Accordion Menu

Top Navigation Flyout Menus


Featured Video Tutorial
This is an awesome rebroadcast from the New Life Event that I think you will enjoy. Learn how the Now What Project got started and much much more!

Recent Blog Tips

Make sure you are subscribed to our blog! Over the next few weeks we are going to expand on each aspect we discussed above in more detail. We have lots of choices to keep up with our blog. You can subscribe to our RSS feed or get email updates. If you use Twitter, you can get to know me and get updates on new blog posts too.

Recently Interviewed

1 Choice 4 Your Store is proud and honored to host Ecom Experts on WebmasterRadio.fm

We have had the privilege of interviewing some of the most amazing guests and hope you enjoy listening to the interviews as much as we enjoyed doing them!

If you have missed any of our shows, you can click on the links below.

Air Date: April 5, 2011

Shawna gives us the 10 Most Important Questions About Blogging with Paul O’ Brien . They discuss if a blog really help you be found online? Is blogging considered social media, what the heck do you blog about, what platform should you be using and what are the 3 best SEO practices for your blog? Air Date: March 28, 2011

Shawna and Rene takes us through their Now What Project store, since they opened less than 8 weeks ago have seen sales go up 268 percent . and page views up over 900 percent. They detail how you can make it happen to your store too. Air Date: March 22, 2011

Shawna has a conversation with Melinda Emerson, The Small Business Woman at SucceedAsYourOwnBoss.com about the ups and downs of starting a small business. What relationships should be built, and what to look out for when you start up. Air Date: March 14, 2011

Shawna discusses the Google Farmer Update and she asks the question Is the Farmer Update a BIG Deal? and she also offers 5 Ways to Avoid Google Slap Downs. Air Date: February 22, 2011

Shawna offers up a pre-party to get ready for 30 webinars lined up for the upcoming New Life Event. We hear from presenting speakers Kat Simpson, John Lawson and Phedra Stockstill. Air Date: February 15, 2011

Unfortunately the cold heart truth is that many Ecommerce businesses will fail. So how do we avoid it? Chris Malta shares with us: What is the failure rate for Ecommerce business compared to bricks and mortar stores? Number one reason so many Ecommerce sites fail? Why do so many EBiz hopefuls just give up? What do you need to do to avoid this kind of failure? Air Date: February 8, 2011

Shawna discusses the Biggest SEO Mistakes Online Retailers Make With small business owner, online retailer, search marketing / e-commerce consultant, and Yahoo! Store developer Rob Snell. Air Date: February 1, 2011

Google Makes BIG Changes in its Focus on Content Farms in 2011, by launching two major algorithmic changes focused on content farms and low-quality sites or spammy sites that are noticed in Google search results. Air Date: January 24, 2011

Online Store Owners, Worried About Tax Time? Start the New Year right and learn what you need to know for your Ecommerce store now, that will make next years year end taxes a breeze! Air Date: January 10, 2011

Learn how to save money on your credit card processing fees with Marlon Harris, the Vice President of Sales and Marketing for eMerchant Air Date: December 14, 2010

Anita Crook created the Pouchee and it has become the 2 Million Dollar Christmas Idea. Air Date: November 30, 2010

Ecommerce Q and A involves Optimizing for Holiday Shopping and Cyber Monday as Shawna and Rene look at online stores including a handmade Christmas decorations site. Air Date: November 22, 2010

Social Ecommerce and Last Minute Holiday Conversion Tips as Shawna and guest Fredrick Nijm from Addoway.com feature tips you can implement today to start seeing results tomorrow. Air Date: November 16, 2010

Importance of Setting Proper KPIs and Goals as Yahoo! Web Analytics Dennis R. Mortensen gives his strong opinions about the importance of setting proper KPIs (Key Performance Indicators) and applying appropriate subsequent optimization goals. Air Date: November 1, 2010

Ecommerce Evangelist Bob Angus from VeriSign discusses How Symantec and VeriSign monitor traffic on ecommerce websites? What should ecommerce sites be doing to keep themselves and their customers safe? Plus…Learn how you can receive the VeriSign Trust Seal for only a dollar. Air Date: October 25, 2010

Book Promotion, Quilting Ideas and Tips, Medical Supplies and more as Shawna and Rene offer site reviews and analysis in their end of month Ecommerce Q and A. Air Date: October 25, 2010

Book Promotion, Quilting Ideas and Tips, Medical Supplies and more as Shawna and Rene offer site reviews and analysis in their end of month Ecommerce Q and A. Air Date: October 19, 2010

Are Your Products Ready For Group Buying? Group buying websites have become the big web trend in 2010 and with good reason. Jeremy Kugel, CEO of Jasmere.com, tells us about group buying and how it can help your business grow. Air Date: October 11, 2010

Can local directories help my site rank better in Google?? We learn the answer to these and other questions with Mark Munroe from MerchantCircle.com. Air Date: October 4, 2010

Shawna speaks with Matt Siltala, Co-Founder of Dream Systems Media, about Viral Marketing. Matt explains the concept, ROI opportunities, industry benefits, marketing methods and some successful examples. Air Date: September 27, 2010

Shawna and Rene present their end of month Ecommerce Q and A. They review different ecom sites this month showcasing Exotic Fruits, Sterling Silver Jewelry, Thin Wallets, and medical tests. Air Date: September 20, 2010

Dave Davies, CEO of Beanstalk Search Engine Optimization Inc, discusses How Does Google Instant Affect Your Traffic and Sales. We also learn how it will affect PageRank, traffic and sales. Air Date: September 14, 2010

Greg Jameson, President of WebStores Ltd. tells us why video such a hot topic for store owners. We also learn what it take to create a YouTube Channel including formulating topics, length and adding videos to your website. We also go into the production process, from editing to lighting to even green screens. Air Date: August 30, 2010

Mike Ober from Yahoo Small Business stops by to discuss the new features released earlier this month from Yahoo, as well as, best practices for Customer Registration. He also participates on the monthly site reviews. Air Date: August 23, 2010

Studies show that its less expensive to bring existing customers back than to attract new ones. So how can you take your existing customers and bring them back into your store to purchase again? Shawna welcomes the always popular Kat from Kats Kloset! Kat was recently named one of the top 6 Social Media Sellers by eBays blogger, Richard Brewer Hayes and is keeping busy trying to live up to that image.

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April 2011 Yahoo Store News Part 1

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