Unlocking Checkout Manager: Benefits, Timeline & Migration Guide

1. Yahoo! StoreCheckout Meetingcall: 1 866.356.4281 passcode: 8592 7252 07/24/2008

2. 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.

3. Agenda Administrative notes: must dial-in to hear audiocall 1 866.356.4281passcode: 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

4. 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. shutdown Phase 1 Phase 2 Migration Start Aug. 15 September May 15 June 30

5. 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.

6. 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.

7. 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

8. 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.

9. 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

10. 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.

11. 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.

12. 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

13. 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

14. 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

15. 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.

16. 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

17. 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.