yahoo! store checkout meeting call: 1 866.356.4281 passcode: 8592 7252 07/24/2008

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.


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


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


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.


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.


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


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.


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



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.



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.


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



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



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


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.


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


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.

yahoo! store checkout meeting call: 1 866.356.4281 passcode: 8592 7252 07/24/2008

Documents

custom checkout slide

checkout manager benefits

checkout end

checkout pagesnot

checkout flow

nonfunctional checkout

existing checkout pages

migration slide