yahoo! store checkout meeting call: 1 866.356.4281 passcode: 8592 7252
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Yahoo! StoreCheckout Meeting
call: 1 866.356.4281 passcode: 8592 7252
07/24/2008
for audio 866.356.4281 passcode: 8592 7252
Introduction
Paul Boisvert, Sr. Product ManagerYahoo! Store since 2004experience in hosting / ecommerce since 1999
Don Cole, President of Your Store WizardsOwner/Operator of YourStoreForums.com, a forum for Yahoo store ownersIn business building Yahoo! stores since 1999 Has personally worked on over 1,000 stores
Keith Enloe, VP & Co-Founder of FastPivot.com Building stores on this platform since 1997.His team has served 1000's of Yahoo! Stores including 3M, Youth Ministry & The Library of Congress.
for audio 866.356.4281 passcode: 8592 7252
Agenda
Administrative notes: must dial-in to hear audiocall 1 866.356.4281 passcode: 8592 7252
Migration Timeline Benefits to merchants of Checkout Manager What’s involved with migration to Checkout Manager Examples of custom checkout pages Q & A Resources to help with migration
for audio 866.356.4281 passcode: 8592 7252
Migration Timeline
▐ Order Forms (older versions of checkout) will be retired by September.
All merchants must migrate to Checkout Manager prior to September.
▐ Start general communication with dates: 5/15
1st phase – testing/enabling with rollback: 45 days until 6/30
2nd phase – migration without rollback (testing can continue) : 45 days
3rd phase – forced migration: 8/15
4th phase – system shutdown: 9/1▐ Failure to re-publish order settings (if force migrated prior to system shutdown will result
in non-functional checkout.
Start Phase 1 Phase 2 Migration shutdown
SeptemberMay 15 June 30 Aug. 15
for audio 866.356.4281 passcode: 8592 7252
Benefits of Checkout Manager
Migration is an opportunity to take advantage of the many Checkout Manager benefits.
Choose the checkout flow to maximize
conversions: single or multi-page,
shipping and billing separate/combined,
order review on/off.
Complete control over look & feel of all
checkout pages—not just cart.
Add HTML to Header, side bar, and footer
regions to checkout pages.
Select the location of the floating cart.
Greater control over custom fields added
to checkout pages.
for audio 866.356.4281 passcode: 8592 7252
Benefits of Checkout Manager
Display shipping calculator and coupon entry
on cart page; reduces cart abandonment.
Ability to add HTML and JavaScript to the
Head tags for advanced ROI tracking.
Ability to access order data in JavaScript on
Order Confirmation page; needed for ROI
tracking for CSEs and some affiliate
programs.
Ability to integrate PayPal Express Checkout;
merchants report additional sales with PayPal
—not just shift of credit card payments
Ability to use Cross-sell Manager (if
applicable) with auto-recommendations
Merchants using the latest version of cross-sell:
80% of their cross-sell orders are driven by auto-suggestions
30% higher AOV (avg. order value) than merchant-created rules.
for audio 866.356.4281 passcode: 8592 7252
Checklist for Migration
What you need to do at a minimum Enable Checkout Manager Publish Order Settings & Store Editor
Checkout Manager will work out of the box with no customization, however….
What you should do to optimize your cart Inventory your existing checkout pages;
recreate custom fields only if needed and place them at a logical point
Customize visual design Insert global elements—company logo,
HTML for top navigation & footer Make page-specific changes—
messaging, custom fields Testing your custom checkout
for audio 866.356.4281 passcode: 8592 7252
Technical Tips for migration
Custom order buttons hard-coded into custom templates will need to point to order.store.yahoo.net instead of …yahoo.com
Hard-coded URLs for view cart buttons in custom templates will need to point to order.store.yahoo.net instead of …yahoo.com
Custom fields will need to be recreated in Checkout Manager but use this as opportunity to revisit need for additional fields.
If you had tracking or other scripts in Order Forms you will need to move those over to Checkout Manager if you wish to continue to use.
If using HTML from your site, keep in mind that Checkout Manager uses XHTML pages—all tags must be closed, some tags deprecatedFree validation tool: http://validator.w3.org/#validate_by_input+with_options
Testing feature allows you to test checkout end to end without showing checkout in development to customers.
For merchants doing extensive customization with custom CSS, you should test multiple browsers to ensure layout remains consistent.
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—FastPivot
Custom header to match site
Custom progress indicator integrated into design
Customized buttons to guide buyer to primary action
Custom footer to match site
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—FastPivot
Add trust marks such as HackerSafe where most visible to overcome buyer hesitance.
Add custom text to guide merchants; example here informs buyers Billing Address must match address on file with credit card.
Use JavaScript and CSS to completely change fields based on cart contents—this example shows no Billing Address when cart has only downloadable goods.
Add custom fields to the most applicable section—this example shows email address being captured as well as an email newsletter opt-out checkbox.
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—FastPivot
Look & feel of site can be matched across all checkout pages.
Custom header to match site.
Custom buttons can be CSS, images, HTML or text to guide users through checkout flow.
Checkout pages maintain consistent look with cart and site pages for a more seamless checkout experience.
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—Your Store Wizards
Custom header to match site
Side navigation and promotion included on cart page…
No side navigation once in checkout process (reduce distractions)
Custom page messaging and formatting (bold text, bullets, red text) to communicate key messages
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—Your Store Wizards
Custom progress bar showing steps in checkout
Color scheme to match site
All checkout buttons match site look & feel
Custom cart-page cross-sell
Shipping calculator can display ship costs to buyer in cart
for audio 866.356.4281 passcode: 8592 7252
Customized Checkout example—Your Store Wizards
Progress bar showing current step
Custom field added with calendar function for selecting preferred arrival date
Billing address field disabled unless needed
Custom footer with trust marks
for audio 866.356.4281 passcode: 8592 7252
Q & A
▐ Press *1 to ask a question and record your name—operator will assist▐ Use the Chat window to send us questions if you want an answer offline.▐ If we don’t answer your question in the session,
we will get back to you with an answer shortly.
for audio 866.356.4281 passcode: 8592 7252
Resources for Migration
▐ Yahoo! Store Help
Checkout Migration help: http://store.yahoo.com/migrate-checkout.html
Checkout Manager guide: http://store.yahoo.com/checkout-guide.html
(20+ page PDF guide to getting started with Checkout Manager)
▐ Yahoo! Store Developers: http://developernetwork.store.yahoo.com/
Developers have been customizing checkout pages for merchants for
past two years.
Consult your developer for a migration quote or consult with your
account manager for a recommendation on developers to consider.
Istvan Siposs of YTimes.com has created a 3rd-party guide to advanced
customization in Checkout Manager:
http://ytimes.com/yahoo-store-checkout-customization.html
for audio 866.356.4281 passcode: 8592 7252
Summary
▐ Must migrate by 8/15; system shutdown of older versions on 9/1
▐ Migration is an opportunity to take advantage of additional features and functionality to drive higher checkout completion.
▐ Migration can be simple self-migration process or a fully custom checkout process in-house or with developers.
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