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August 2010 Yahoo Store News

Welcome

In our last newsletter, we covered  "What is Your Bounce Rate Telling You?" This newsletter was supposed to be Part 2 where we cover more reasons why your bounce rate could be higher than you may like - Bad design, no navigation, call to action buttons, colors that suck, and more!

yahoo checkout

However, 3 days ago Yahoo released Customer Registration for Yahoo Stores!

This is a very important update that we have been wanting for years. So this newsletter will focus on the new update and our next newsletter coming out next week will cover part 2 of bounce rates.

So what exactly is all the hype about?

Customer Registration will allow your customers a faster and easier check out, it will allow your customers to re-order items with a single click, and allow your customers to access their order information.

Yahoo will be releasing more features early in 2011 but, you need to set up and start using Customer Registration now in order to take advantage of all the features.

In order to implement Customer Registration, you must follow 2 important steps.

  1. Update your templates
  2. Enable and configure

We have provided a video tutorial below showing you the basic steps for implementing Customer Registration on a standard 3.0 store with no customization.

Full instructions from Yahoo are located here and if you need any help, give us a call at 888-312-7839! We will get your Customer Registration set up within 2-3 business days.

How Should You Set Up Customer Registration?

Yahoo Customer Registration SettingsFirst, you need to understand that according to Forrester Research, 23% of your shoppers will abandon your website when they are forced to register in order to check out.

Second, check out this article from Jared Spool (usability expert). One simple to change to a log in button resulted in an annual increase of sales by $300 million.

They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."

Picture that for a moment.

Imagine if you were at Wal-Mart waiting in line and every fourth person just walked away from the check-out line. That would freak you out! If 1 out of 4 of your customers is walking away, it should freak you out too!

So when we enable our registration, let's make sure that we do not require customer sign in before checking out and enable registration after order confirmation.

This way our customers can choose to sign up after we get their order.

Best Practices for Using Customer Registration

  • Do not force your customer to register for an account unless you want to lose sales.

  • Give your customer reasons why they should register. What are the benefits for them not you? Order tracking, re-order faster, quicker checkout their next visit, and/or a coupon code for their next visit.

  • Make it easy for the customer to find their lost password. Many customers won't remember if they signed up or not. According to Get Elastic, "Guessing email/password combos gets frustrating, and of those who eventually clicked “Forgot password?” only 25% ever tried to finish the checkout!"

  • Get their trust. Provide a link to your privacy policy and tell customers what you use their information for. Do you sell their information? Do you rent their information?

Let's look at some real world examples

I wanted to show you the best of the best in real world examples.

I headed over to the Internet Retailer Top 500 list and started visiting websites. What I found, was very interesting.

Click on the images below and see if you notice anything in particular?

Amazon Checkout Page Staples Checkout Walmart Checkout 
Sears Checkout  NewEgg Checkout  Gap Checkout 
HSN Checkout  Target Registration  800 Flowers Checkout 


Only one of the stores we looked at in the top 100, gave the option of checking out as a guest.





Several of the stores made sure the customer knew exactly how many steps they would need to complete the checkout process.

Sears


Next I decided to check out the bottom of the list. Let's go to the Internet Retailer Top 400-500.

 

Maybe the stores in the top 100 have so many customers coming to their website, they don't need to follow best practices and that is why they force customers to sign in before checking out.

Costum Crazy  Danskin  Batteries 
Boot Barn  Fat Brain  GolfBalls 
LionBrand  Music Notes  Tool Fetch 

Although I still found many stores requiring checkout, I found many more stores that allowed the customer the option of checking out as a guest.

I also found some carts that were way too busy.

fatbrain


And item pages that you took awhile to find the add to cart button.

Crazy Item

My recommendation: Make sure to check out the websites as well as many others from the Top 500.
  • Which checkout processes were the easiest?
  • Which were the hardest?
  • What made each process better or worse?
  • How can you use the information for your website?

After you make the changes to your website - TEST TEST TEST TEST TEST

One small change to your shopping cart could be the next $300 million button!

Want someone else to do all this for you?

Check out our new L.O.C.K Method Service or give us a call toll free right now at 1-888-312-7839.

 



Sincerely,

Shawna Seigel

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


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.



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Don't forget to download our e-books!

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Plus, it's free!!






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Featured Video Tutorial

According to Google, "Sitemaps are a way to tell Google about pages on your site we might not otherwise discover."

Sitemaps will help your site in many different ways including:

Helping Google learn about your new website
Helping Google learn about new pages
Helping Google crawl your pages faster

For Yahoo Store owners, this process is VERY simple. In fact, we did it in less than a minute!

Check out this very simple tutorial showing you how to submit your Yahoo Store Sitemap to Google



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: 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. Air Date: August 9, 2010

Mitchell Harper is the co-founder and product manager for BigCommerce.com, the fastest growing e-commerce platform in the world.

Residing in Sydney, Australia, he has built Interspire (the parent company of BigCommerce.com) along with co-founder Eddie Machaalani to over 50,000 clients and seven figures in yearly revenue with 40 employees in three countries. All of this growth was the result of listening to customers, hiring the right people and guerilla marketing.

Nobody understands more how to grow your business to a seven figure a year business on a shoestring business. Shawna asks Mitchell what it takes to get there…and stay there! Air Date: August 2, 2010

Every store owner starts out wondering the same thing, how should I be shipping my items? Should I use the Post Office, Fed Ex, or UPS? All things shipping are discussed with Eric Nash, Director of Online Marketing for Stamps.com. Shawna and Eric discuss online postage software, tracking, International Shipping and more. Air Date: July 26, 2010

Shawna and Rene do their end of the month site review session for the month of July. They look into a number of ecommerce sites selling adult novelites and products, and look into issues likes anchor links, product descriptions, patterned backgrounds, html elements and more. Air Date: July 19, 2010

Shawna welcomes Greg Jameson from WebStores Ltd to discuss online marketing for online store owners. Air Date: July 12, 2010

Shawna speaks with Don West and Kenny Barrickman of WildWestDeals about Using Video for Ecommerce. Air Date: June 28, 2010

Shawna and Rene look for specific problems in regard to SEO, Usability, Landing Page Optimization, and help you to increase conversions. In this session, they look at issues on a number of websites including shopping cart pages, rotating banners, product images, links, add to cart buttons, copyrights and more. Air Date: June 21, 2010

Maria Bailey, author of Mom 3.0, shares her knowledge of marketing to the every day Mom. Offering practical insight on closing the sale, and getting Moms attention with great marketing and top notch customer service. Air Date: June 15, 2010

Jennifer Whaley, Business Development Manager at Century Interactive, shares her useful insight to give us the seven ways that you can get the most out of website tracking. Air Date: June 7, 2010

Mike Ober from Yahoo! Small Business previews the upcoming Internet Retailer Conference, Yahoo Merchant Summit, plus offers some Ecommerce Best Practices. Air Date: June 1, 2010

Shawna and Rene do their end of the month Q and a, where they offer some site reviews for an online Latin store for Authentic Mexican Food and Latin Products, TheLatinProducts.com and ivyrosegifts.com, a site that offers a variety of personalized items including birth records, prints, step stools, and ID tags, including keepsake christening or baptism gifts. Air Date: May 24, 2010

How does Google TV effect online store owners? Shawna offers some direction on how merchants can utilize Google TV, a new experience made for television that combines the TV you know and love with the freedom and power of the Internet recently unveil at the Google I/O event last week. Air Date: May 11, 2010

Melinda Jackson is an eBay PowerSeller and Education Specialist. She also hosts her own online radio show and is an eCommerce Coach. She shares some of her ecommerce expertise. Air Date: May 3, 2010

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy and consulting. They discuss the advantages for Ecommerce to use social media and which platforms they should use. Air Date: April 26, 2010

Shawna and Rene take on several ecommerce sites through a site clinic. including a website that offers Glass Paperweights for Displaying Images, Artwork, and Crafts called PhotoWeights , and a sporting goods site called BuySportsStuff.com. Air Date: April 19, 2010

John Lawson AKA ColderIce recaps Ecommerce Summit 2010, plus tells us why Social Media for Business SUCKS!! They do discuss some social media tools that they have come across for marketing purposes. Air Date: April 12, 2010

John Lawson AKA @Colderice and Dave White AKA @EbayAndBeyond join Shawna to preview the upcoming the Ecommerce Merchants Trade Association Ecommerce Summit 2010 in Las Vegas. Air Date: April 5, 2010

Rob Snell is the author of Yahoo Small Business for Dummies, popular conference speaker, and very successful Yahoo Store Owner. He will be discusses Spring Cleaning for Your Yahoo Store – 7 things you might want to clean or dust off. Air Date: March 29, 2010

Ecommerce Q and A as Shawna and Rene discuss listener questions on using capture on the credit card versus charging immediately, chargebacks, canonical links, copyrights plus some quick site reviews. Air Date: March 15, 2010

How Do You Use Twitter For Business? When it comes to Twitter, business owners ask the same questions:Should I use my name or my business name? Should I put a picture of myself or use my logo? Should I talk about myself or should I just talk about business? How should I set up my account? What keywords should I use? Shawna answers those questions. Air Date: March 8, 2010

Michael Whitaker from Monitus.com offers up some Analytics or Optimization Tips as he helps us with one of the most critical aspects of your business in understanding what your customers are doing once they reach your website. Air Date: March 1, 2010

Neal Flowers of TRUSTe, which helps thousands of businesses promote online safety and trust, and guides consumers to sites that protect their online privacy, answers questions on building online trust. Shawna also reveals some major announcements following her birthday celebration over the weekend, including a quick NewLifeEvent Recap. Special Pricing For 1 Choice Customers Air Date: February 22, 2010

Shawna conducts another end of month ecommerce q and a, and she answers questions on PPC, website design updates, shopping carts, and search engine marketing resources. We also get a quick preview of the upcoming New Life Event. Air Date: February 15, 2010

Conversion Rate Optimization or CRO. What is it? How do you do it? Where do you start? Hiconversion CEO Zee Aganovic, a serial software technology entrepreneur interested in all things related to use of technology in online marketing, tells us all about it. Air Date: February 8, 2010

Shawna welcomes Avinash Kaushik Analytics Evangelist, Google, teaches us anything you wanted to know about analytics. Listener ask questions about bounce percentage rates, critical data, transactions, conversion rate optimization and more.


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August 2010 Yahoo Store News

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