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October 2008 Yahoo Store News


70% of Your Customers Don't Trust You

According to McAfee, 70% of online sales are terminated because of trust issues. Online shoppers want to know who they are doing business with and if that business can be trusted.

How are you making them feel secure?

First, do you have a toll free number in your header where they can contact you? If the answer is no, here are the common reasons:

Myth #1 - Toll Free Number is too expensive.

Truth - You can set up a toll free number for as little as $10.00 a month using a service like Ring Central or Freedom Voice

Myth #2 - I will get more phone calls if I put a toll free number on my website.

Truth - You just might. Imagine how many more sales you will get though??? Try it for 3 months and find out for sure.

Myth #3 - I have to answer all phone calls if I put a phone number on my site.

Truth - When I started my first website and it was just me, I used Freedom Voice to set up a virtual system. Press 1 for sales, 2 for customer service, and 3 for order status. When I was unable to answer the phone calls, the message would state that we were sorry we were unable to take their call at this time. We were currently in the warehouse shipping orders. Not one of our customers complained and we still had an increase in conversion rates!

PLUS, when the busy Christmas season came around, I could send all the order status phone calls over to a family member that was able to help me out so I could concentrate on the phone calls that were calling to spend money!

Second, do you use trust symbols that your customers will recognize? BBB, Truste, VeriSign, McAfee Secure (formerly Hacker Safe), Control Scan, and the Yahoo Store Badge.

***Important*** When you add trust symbols to your website, place them in your header or top left of your navigation. They do not do your website any good if they are at the bottom of your page. Customers may get nervous before they ever scroll down to see those symbols.

I went to Petsmart and found that they actually put their trust symbol right next to the add to cart image. They want their customers to know immediately that it is safe to add that item to their cart. See for yourself

I absolutely LOVE LOVE LOVE the book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions by Tim Ash. In fact, we are giving this book away to all of our customers who purchase a Level 3 or above!

This is an excellent must read book for Yahoo Store Owners. Turn to page 90 of his book and we find the rest of the risk reducers. As Tim Ash explains, "Risk reducers are anything that lowers a visitor's anxiety. They help reassure the visitor that bad things are unlikely to happen."

Here are Tim's tips!

  • Guarantees - If I don't like it, I can get my money back.
  • Policies - They have a no-hassle return policy.
  • Alternative transaction mechanisms - I can also complete my transaction on the phone, by mail, or in person.
  • Trials and introductory offers - If  I don't like it, I can cancel before they charge my credit card.
  • Safe shopping symbols - My personal information will not be stolen.
  • Privacy symbols - I will not be spammed by this company, and my e-mail won't be sold to spammers.

Go back to your website and make sure you are doing everything you can so that your customers will trust you and let’s increase your conversion rates today!


Shawna Fennell


Need help? Give us a call at 888-312-7839 and schedule an appointment to have a website review. It costs you NOTHING, but your time and will increase your conversion rates!

PLUS Make sure to get your FREE Yahoo Web Analytics E-book Part 1 copy!

New Services

FREE Yahoo Web Analytics E-book Part 1

We are so excited about the launch of Yahoo! Web Analytics. In Yahoo! Web Analytics E-book Part 1, we help you to enable analytics into your Yahoo Store. Download your free copy of Yahoo Web Analytics E-book Part 1

FREE e-Book ABC's of Affiliate Marketing Part 3

Our first Affiliate e-book taught you the basics of Affiliate Marketing. In our second e-book, we learn which affiliate programs would be a right fit for your website. Now it is time to start our own Affiliate Program. Download your free copy of ABC's of Affiliate Marketing Part3.

FREE e-Book ABC's of Affiliate Marketing Part 2

Our first Affiliate e-book taught you the basics of Affiliate Marketing. In our second e-book, we learn which affiliate programs would be a right fit for your website. We also learn how to look at the different programs and add the links to your Yahoo Store.

FREE e-Book ABC's of Affiliate Marketing Part 1

Affiliate Marketing can also be a tad confusing at first. Most store owners are not sure which way to go or even where to start.

BUT Affiliate Marketing can and will help you to increase your bottom line.

Aunesty Janssen, VP of Marketing for Rolet explains, "Affiliate Programs can create a large and effective sales force with minimal expense. Not only is it a way to generate additional revenue, it is a powerful way to market your business on the Internet, to drive traffic to your site, and gain new customers." 1 Choice wants to help you learn the ABC's of Affiliate Marketing.

First make sure to listen to our radio interview with Aunesty Janssen as she explains some of the basics of Affiliate Marketing. Next, we are going to show you how to become an affiliate with our new FREE e-book ABC's of Affiliate Marketing Part 1.
Internet Retailer Chicago Conference 2008 Coverage FREE E-book

Download your copy now and learn more about:
  • How to get the most out of Comparison Shopping sites
  • Internet video Selling
  • Strengthening the customer bond
  • Tips for running a Small Ecommerce Business
  • ...and much much more!
Plus... It's FREE!

Did you read our last SEO e-book?

Relevancy is Queen has gotten rave reviews!

If content is king, then relevancy is queen! Find out how being relevant can get you to #1 in the search engines today!

Plus, it's free!!

UPDATED 10/21 Frustrated with trying to make sense of the Google Webmaster Guidelines?

You might want to read our free e-book Google Webmaster Guidelines Made Easy Part 1 and Part 2.

It also contains great secrets I use for getting TOP rankings!

Speaking of getting top rankings, I love the new Mentor Program!! It is really helping store owners to see results! I am so proud of one our students who went from no ranking at all in Google for a major keyword phrase to number 10 within a few weeks of joining. In MSN they went from number 56 to number 6 with that same keyword phrase. That is awesome!

How did they do it? They followed the steps in the Mentor Program and learned how to add great content to their website!

Watch our short video for more information

"I am amazed by going from off the radar on some of them to the top 20."

"For one of my keyword phrases which I am working on in the mentoring program, it is #1 on MSN!  It was #80. Wow! and thanks.."

Whether you are brand new to ecommerce or you want to take your Yahoo! store to the next level, the Mentor Program will help you achieve the results you are looking for.

Click here to find out more!

Featured Article

A Little Piece of the Google Algorithm - Revealed

My post last week on the Google algorithm gave me the crazy idea to actually attempt to write out a rough outline of what the formula might look like. I've taken softplus' suggestion and given it a go using a massively simplistic weight/factor expression:

GoogScore = (KW Usage Score * 0.3) + (Domain Strength * 0.25) + (Inbound Link Score * 0.25) + (User Data * 0.1) + (Content Quality Score * 0.1) + (Manual Boosts) - (Automated & Manual Penalties)

KW Usage Factors:

  • KW in title tag
  • KW in header tags
  • KW in document text
  • KW in internal links pointing to the page
  • KW in domain and/or URL

Domain Strength

  • Registration history
  • Domain age
  • Strength of links pointing to the domain
  • Topical neighborhood of domain based on inlinks & outlinks
  • Historical use & links pattern to domain

Inbound Link Score

  • Age of links
  • Quality of domains sending links
  • Quality of pages sending links
  • Anchor text of links
  • Link quantity/weight metric (Pagerank or a variation)
  • Subject matter of linking pages/sites

User Data

  • Historical CTR to page in SERPs
  • Time users spend on page
  • Search requests for URL/domain
  • Historical visits/use of URL/domain by users GG can monitor (toolbar, wifi, analytics, etc.)

Content Quality Score

  • Potentially given by hand for popular queries/pages
  • Provided by Google raters (remember Henk?)
  • Machine-algos for rating text quality/readability/etc

Obviously, this isn't a perfect summation of the algorithm by any means, but I have a strong suspicion that if we were to see the exact algorithm in perfect form, we'd see that a lot of these factors are strongly reflected in the weighting. There would most likely also be a lot of the factors from this list, but for brevity's sake, I figured I'd keep this post short and sweet.

What do you think? Any big oversights or complete goofs in the above formula?

p.s. Yes - I do think Google is using manual boosts, particularly when the query is of a navigational nature and they'd like to place the source at #1, despite the fact that it might not be strong enough to rank there by itself.

By Randfish

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.

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Recently Interviewed

1 Choice 4 Your Store is proud and honored to host the first and only radio show for Yahoo Store owners. You can catch us live each and every Monday 6:00 PM - 7:00 PM Eastern (3:00 PM - 4:00 PM Pacific) on WSRadio.com

If you have missed any of our shows, you can click on the links below (Our Top 5 is listed with RED Stars):

  • ****10/13/08 Show - Comparison Shopping and Wholesale Tips****
    Dan Clarke, former CEO of VCommerce and present CEO of Specialty Retail Shop, stopped by the show to talk about how multiple checkout pages can hurt your online business. Did you know that online retails sales will increase 14.3 percent this year? Dan told us how smaller retail sites have a unique opportunity to market their sites and explained how comparison-shopping might be an ideal way to drive revenue. partners.winbuyer.com

    Colette Marshall, Marketing Director at Worldwide Brands, ended the October 13 show with some great wholesale tips that are definitely worth the listen. Learn why it is important to develop a strong relationship with your suppliers for lasting success! www.worldwidebrands.com

  • 9/22/08 - Supplier Relationships and Online Marketing pad
    The holiday season is right around the corner. Your relationship with your wholesaler is critical during this time of year. Colette Marshall, Marketing Director, from Worldwide Brands stopped by the show to talk with us about minimum advertise price (MAP), tips for professionalism on the Web and credit terms with better pricing. www.worldwidebrands.com

    Lisa Morgan, the SVP of Online Market World, gave her insight about the upcoming Online Market World conference. Social media is on the top of everyone’s marketing list. Lisa spoke about the importance of social media and the mistakes people make along the way.

  • 8/11/08 Show - Overcoming Cart Abandonment & Social Networking
    In a recent survey conducted by Harris Interactive and Elance.com, 70% of the people surveyed said that hiring a virtual assistant would give them more time and reduce stress in their lives. Store owners could certainly use a lot less stress and more time for yourself,Are you losing too many sales from cart abandonment? www.upsellit.com

    Everyday we hear more and more about social networking. How much do you understand about the new tools available that can help you increase your sales and get to know your customers? Michael Vorel discusses social networking tools such as Twitter, Facebook, Friendfeed, and more PLUS show you how you can use social networking to build your brand. One more bit of great news, all these tools are FREE! www.vastplanet.com

  • 8/4/08 - Show - Outsourcing Tips & PCI Compliance
    In a recent survey conducted by Harris Interactive and Elance.com, 70% of the people surveyed said that hiring a virtual assistant would give them more time and reduce stress in their lives. Store owners could certainly use a lot less stress and more time for yourself, your family, and/or your business. Cathy Siciliano, Senior Director of Marketing, from Elance gives listeners tips for finding the right person for your outsourcing project! www.elance.com

    The term PCI Compliance can seem very confusing to store owners whether you have been in business for 1 day or 1 decade. Listen now as Heather Varian Foster, Vice President of Marketing, for Control Scan explains more about the challenges merchants face trying to be PCI Compliant and the impact on their business. Heather also explains why banks are charging you a monthly fee for PCI compliance and how you can avoid those fees. www.controlscan.com

  • ***7/28/08 Show - ABC's of Affiliate Programs & PCI Compliance
    Have you wondered how Affiliate Programs work? We will teach you the basics of Affiliate Programs! What is an Affiliate? What is an Affiliate Program? What is Affiliate Marketing? How can you use Affiliate Programs to increase your sales? How can you use Affiliate Programs to increase your income? Listen now as Aunesty Janssen, VP of Marketing for Rolet explains the ABC's of Affiliate Marketing. www.rolet.com

    We hear the term PCI Compliance a lot lately. What does it mean? Is your Yahoo Store PCI Compliant? How are your processing your credit card orders? Is your customers credit card information kept safe? Listen now for more great information from Emerchant Discount. www.emerchantdiscount.com

  • 7/21/08 Show - Branding Your Yahoo Store, SEO Tips, & Yahoo Success Story
    Eric and Scott help Yahoo Store owners with their left side navigation issues as well as questions with niche stores. Should you have a website with 1,000 products or 50,000 products? When working on your Yahoo Store Design, what are things you need to pay attention to and what are some common mistakes that storeowners make. Listen now for details!

    Tom DaPrato, President of Ahl DaPrato, LLC, started his first Yahoo Store in 2002 with his partner Jay Ahl. Since then, they have grown to seven niche internet stores. Tom shares his experience with Yahoo Stores and his important tips for success including tips on pay per click marketing.
  • 6/30/08 Show - Automate Your Yahoo Store
    Processing orders every day can become a very daunting task for Yahoo Store Owners, but it doesn't have to be! An Order Management system can provide you much needed relief. One system can synchronize inventory, complete real-time order processing, send drop ship products out, automate email management, and automate your payment processing. Think of the time you will save! This will leave you with more time to concentrate on getting more customers or spending time with your family. Make sure to mention that you heard about Ordermotion on the Power Hour for a special offer! Order Motion

  • ****6/23/2008 Show - Keyword Research - The life blood of SEO***
    Ken McGafin explains why keywords are so important for Yahoo Store Owner to understand. Although you may know how customers are finding you, you may be surprised to find out they are finding your products many different ways. Are you optimizing your website for all the different keyword phrases your customers are using? If not, you are losing sales. Click below to use Wordtracker's free keyword research tool.
    Wordtracker Free Keyword Research Tool

    Ken also discusses the many opportunities that keyword research presents. By understanding lateral keywords and long tail keywords, you can increase your sales and increase your rankings. By creating keyword specific content pages, you are getting a ROI that lasts a lifetime and will continue to bring you additional income if done correctly. Click below to visit the Wordtracker Academy and learn more.
    Wordtracker Academy
  • ***6/2/2021 Show - Product Sourcing w/ Worldwide Brands***
    Worldwide Brands provides excellent information about the importance of having the right products for your business and how to find those products as well. Collette also shares information about the phenomenal new video series that Worldwide Brands has just released on Beating the Recession which can be found at: http://blog.worldwidebrands.com/

    PLUS Worldwide Brands is offering up great tools and amazing discounts! Make sure to check out their blog for more details. You will not be disappointed!

    I was honored to be a part of the video series that is guaranteed to help many new and old store owners.
  • ***5/19/08 Show - Increasing Conversion Rates w/ Rob Snell***
    Rob Snell, author of Yahoo Business for Dummies, provides real life tips and information on increasing conversion rats for Yahoo Store. Tips include how to find your conversion rate, how to track your conversion rates, and using the new Checkout Manager. Rob discusses how to increase conversion rates by building confidence, providing contact information, and trust symbols. Rob Snell gives away a free copy of Chapter 21 of his book which discusses in more detail how to increase your conversion rates. Send an email to info@powerhourradioshow.com to get your copy today!

1 Choice 4 Your Store is an authorized Yahoo Store Partner. However, its products are not associated with or endorsed by Yahoo! Inc. Yahoo!, and Yahoo! Store are registered trademarks of Yahoo! Inc. Click here for more copyright information.

October 2008 Yahoo Store News

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