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Yahoo Store Owners: Make More $$$ with your Yahoo Store Shopping Cart Software!

Run a Yahoo Store? Your time is valuable. The highest and best use of your time is working on your business, not figuring the in's and the out's of the Yahoo Store shopping cart software. You make more money taking care of your customers and finding new products to sell them on the internet.

We focus on what we do best: We make your Yahoo Store shopping cart perform better through improvements in store design and navigation, and then use our internet marketing experience to get the folks to click on through to your Yahoo Store and hit the CHECKOUT BUTTON.

I have a lot of free Yahoo Store info on the website, and even more in a series of autoresponder emails I send out. Click here to email info@ystore.com which will start a series of emails over the next couple of weeks. - Rob

   &   

Rob & Steve Snell
Yahoo Store Design & Marketing

Want to know how one of my Yahoo Stores sold over $250,000.00 worth of Pokemon? Or $30,000 in Halloween Costumes the first month? You also get your Free Yahoo Store Internet Marketing Plan -- ROB
Name: Email:
We value your privacy. We won't sell or rent your name, just email a few Yahoo Store Designer Secrets!
Yahoo Store Design & Marketing - a Yahoo Store Design Partner since 1997, we specialize in Yahoo Store design & development, company logo design, & internet marketing through keyword research.  Most of our clients are from all over the United States.
Snell brothers circa 2003
Remember, Your Risk-Free Yahoo Store Designer 100% Satisfaction Guarantee: There is absolutely no risk to you when you hire the Snell Brothers. You either like our design work, our development of your shopping cart software or we fix it to your satisfaction, or we give you your money back. Period.


Sign up for my FREE Yahoo Store marketing reports, then see my Yahoo Store Portfolio (New!)

Need answers to Yahoo Store design and maintenance questions? Read my Yahoo Store Blog. Includes columns and rumblings. Rants & Raves...

I'm on my tenth year of working on the Yahoo Store platform. In April of 1997, I built my first Yahoo Store selling Tri-Tronics dog training collars. Since then I've seen hundreds of stores, talked with the creators and engineers behind the software, and have seen the inner workings of 100+ ecommerce based small businesses.

After four years of consulting with ecommerce clients, I keep seeing the same things over and over again. My most successful clients with million-dollar Yahoo Stores consistently do the same kinds of marketing. We help you target very specific groups of people who are good prospects for buying the products you have in your Yahoo Store.

Interested? It works. I've had several clients hit the ground running this year with $1,000 days within in the first week of opening for business. It's not easy. It takes aggressive marketing. You can't be on the web and expect "free" traffic to generate enough sales anymore.
Rob Snell's Ystore.com -- YAHOO STORE BOOK -- Designer, RTML help, SEO, Marketing & More!
  • Gun Dog Supply - Dog Training Supplies (PORTFOLIO SITE)
  • Janitorial Supplies from Bob the Janitor (PORTFOLIO SITE)
  • Softball Bats from Closeout Bats.com
  • Yahoo Store Help
  • Yahoo Store Resources
  • Yahoo Stores

    "Need help with your Yahoo! Store? My friend, Istvan "RTML101" Siposs is the yahoo store designer who literally wrote the book on Yahoo! Store. He's a great guy and is the developer who can do stuff with RTML that makes my head hurt..."

    Page 1
    Contents at a Glance
    Introduction .................................................................1
    Part I: Finding Out about Yahoo! Store...........................7
    Chapter 1: The Nickel Tour of Yahoo! Store....................................................................9
    Chapter 2: Planning Your Online Small Business .........................................................17
    Chapter 3: Jump-Starting Your Store .............................................................................35
    Chapter 4: Anatomy of a Yahoo! Store Order................................................................63
    Part II: Planning What’s in Store .................................75
    Chapter 5: Preparing to Build Your Yahoo! Store .........................................................77
    Chapter 6: Designing Your Store to Turn Shoppers into Buyers................................89
    Chapter 7: Exploring Store Navigation ..........................................................................97
    Chapter 8: Selling with Pictures....................................................................................109
    Part III: Building and Managing Your Store................121
    Chapter 9: Store Building with the Store Editor.........................................................123
    Chapter 10: Pushing All the Right Buttons..................................................................143
    Chapter 11: Designing All Kinds of Pages....................................................................161
    Chapter 12: Creating Product Pages with the Store Editor.......................................177
    Chapter 13: Merchandising to Sell More .....................................................................197
    Chapter 14: Checking Out the New Shopping Cart ....................................................215
    Chapter 15: Mastering the Store Manager...................................................................227
    Part IV: Profiting from Internet Marketing..................251
    Chapter 16: Searching for the Right Words.................................................................253
    Chapter 17: Driving Traffic That Converts..................................................................271
    Chapter 18: Buying Your Way to the Top ....................................................................285
    Chapter 19: Discovering Search Engine Optimization (SEO)....................................301
    Part V: Making More Money with Your Yahoo! Store ....317
    Chapter 20: Running Your Business by the Numbers................................................319
    Chapter 21: Converting Browsers into Buyers...........................................................331
    Chapter 22: E-Mailing Your Customers for Fun and Profit ........................................347
    Chapter 23: Getting Down with Product Uploads ......................................................359
    Chapter 24: Mastering Domains ...................................................................................371
    Page 2
    Part VI: The Part of Tens ...........................................379
    Chapter 25: Ten or So Tools of the Trade....................................................................381
    Chapter 26: Ten or So RTML Resources and Recommendations.............................385
    Index.......................................................................389
    Table of Contents
    Introduction..................................................................1
    About This Book...............................................................................................2
    What You’re Not to Read.................................................................................2
    Foolish Assumptions .......................................................................................3
    How This Book Is Organized...........................................................................3
    Part I: Finding Out about Yahoo! Store ................................................3
    Part II: Planning What’s in Store...........................................................3
    Part III: Building and Managing Your Store .........................................4
    Part IV: Profiting from Internet Marketing...........................................4
    Part V: Making More Money with Your Yahoo! Store.........................4
    Part VI: The Part of Tens .......................................................................4
    Icons Used in This book..................................................................................5
    Where to Go from Here....................................................................................5
    “Talk to Me, Johnny . . .”..................................................................................6
    Part I: Finding Out about Yahoo! Store ...........................7
    Chapter 1: The Nickel Tour of Yahoo! Store . . . . . . . . . . . . . . . . . . . . . . .9
    Exploring Small Business................................................................................9
    Introducing Yahoo! Small Business..............................................................10
    Figuring Out Who Uses Yahoo! Store...........................................................12
    Deciphering All the Parts..............................................................................13
    Examining Merchant Solutions.....................................................................14
    Chapter 2: Planning Your Online Small Business . . . . . . . . . . . . . . . . .17
    Choosing a Business Model That Works on the Web ................................17
    Picking Products That Sell on the Web .......................................................19
    Finding popular and profitable niches ..............................................19
    Promoting products with limited distribution .................................22
    Retailing quality products and adding value....................................24
    Selling products that encourage repeat orders................................25
    Maximizing your margins and price points.......................................25
    Leveraging your knowledge and passion..........................................26
    Building a New Business from Scratch........................................................27
    Planning your business model on a napkin ......................................27
    Using drop-shippers for fun, profit, and market research ..............28
    Looking before you leap......................................................................30
    Taking an Existing Business Online .............................................................30
    Creaming your most profitable products..........................................31
    Leveraging existing inventory to the Web ........................................31
    Maximizing supplier relationships.....................................................31
    Selling locally while shipping globally...............................................32
    Migrating to Yahoo! Store from Another Storefront System.....................33
    Making the transition...........................................................................33
    Copying your old site’s look and feel.................................................34
    Chapter 3: Jump-Starting Your Store . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
    Registering with Yahoo!.................................................................................35
    Creating your Yahoo! ID.......................................................................36
    Creating a Yahoo! security key ...........................................................37
    Opening Your Yahoo! Merchant Solutions Account...................................38
    Jumping into Store Building..........................................................................41
    1. Sign in with your Yahoo! ID and log in to Store Editor.................41
    2. Configure the Store Editor for store building ...............................44
    3. Create sample pages........................................................................45
    4. Publish your site, and you’re live on the Web..............................53
    Configuring Your Store Manager..................................................................54
    Accessing the Store Manager..............................................................54
    Setting your sales tax rate...................................................................55
    Configuring shipping methods and rates..........................................55
    Setting up your shipping methods.....................................................55
    Setting your shipping rates.................................................................56
    Setting your payment methods ..........................................................57
    Working with order confirmations and merchant notifications.....58
    Publishing store settings changes and placing a test order...........60
    Opening for Business.....................................................................................60
    Chapter 4: Anatomy of a Yahoo! Store Order . . . . . . . . . . . . . . . . . . . . .63
    Examining the Timeline of a Real Yahoo! Store Order...............................63
    Finding the store in a search engine..................................................64
    Landing on a section page...................................................................65
    Selling with a product page.................................................................65
    Pushing the Shopping Cart .................................................................67
    Checking out the Secure Order form .................................................69
    Confirming orders and shipping ’em out ..........................................70
    Taking care of details...........................................................................73
    Part II: Planning What’s in Store..................................75
    Chapter 5: Preparing to Build Your Yahoo! Store . . . . . . . . . . . . . . . . .77
    Choosing a Store-Building Tool ....................................................................77
    Store Editor ...........................................................................................78
    Store Tags..............................................................................................79
    Starting a Yahoo! Business For Dummies
    xii
    Building a Store Yourself or Outsourcing It................................................80
    Doing it yourself ...................................................................................80
    Outsourcing it.......................................................................................81
    Gathering Elements and Assets....................................................................83
    Product data..........................................................................................83
    Design elements....................................................................................84
    Copywriting...........................................................................................86
    Chapter 6: Designing Your Store to Turn Shoppers into Buyers . . . . .89
    Designing Your Store to Sell..........................................................................89
    Looking through the Eyes of a Customer....................................................91
    Choosing Logos, Colors, and Fonts .............................................................91
    Looking at logos ...................................................................................92
    Compelling use of color.......................................................................93
    Finding fantastic fonts .........................................................................95
    Chapter 7: Exploring Store Navigation . . . . . . . . . . . . . . . . . . . . . . . . . .97
    Introducing Store Navigation........................................................................97
    Seeing how customers shop ...............................................................98
    You are here: Store Editor navigational elements............................99
    Linking to optimize navigation .........................................................103
    Shopping by Searching Your Store.............................................................105
    Chapter 8: Selling with Pictures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109
    Looking to Images to Sell More Stuff .........................................................110
    Deciphering Image Formats........................................................................111
    Working with Product Images in the Store Editor....................................113
    Uploading Images to the Store Editor........................................................115
    Finding Product Images...............................................................................117
    Tweaking Your Images.................................................................................118
    Working with Text Inside Graphics............................................................120
    Part III: Building and Managing Your Store ................121
    Chapter 9: Store Building with the Store Editor . . . . . . . . . . . . . . . . . .123
    Getting Started in Store Editor ...................................................................123
    Editing your store...............................................................................124
    Publishing your edits to the Store ...................................................125
    Customizing Your Editor for Editing..........................................................127
    Switching to Advanced mode ...........................................................128
    Moving the Edit Nav-bar....................................................................128
    Meeting the Edit Nav-bar buttons ....................................................129
    Navigating the Store Editor.........................................................................132
    Finding pages by knowing the ID......................................................133
    Bookmarking Editor pages with consistent URLs..........................133
    Setting properties on the Config page.............................................134
    Setting the Controls for the Editor...................................................134
    xiii
    Table of Contents
    Controlling Look and Feel with Variables .................................................135
    Colors and typefaces .........................................................................137
    Image dimensions...............................................................................137
    Page layout..........................................................................................138
    Button properties...............................................................................139
    Page properties...................................................................................140
    Store properties..................................................................................140
    Custom variables................................................................................142
    Chapter 10: Pushing All the Right Buttons . . . . . . . . . . . . . . . . . . . . . .143
    Navigating Yahoo! Store Buttons................................................................143
    Exploring the Different Types of Buttons..................................................145
    Function buttons ................................................................................145
    Contents buttons................................................................................148
    Choosing Page-Format: Top Buttons or Side Buttons .............................149
    Side buttons ........................................................................................150
    Top buttons.........................................................................................150
    Editing Your Navigation Buttons................................................................152
    Working with Function buttons........................................................152
    Fiddling with Contents buttons........................................................153
    Editing the text on the buttons.........................................................154
    Editing the Appearance of Navigation Buttons........................................155
    Button-Styles.......................................................................................155
    Home button variables ......................................................................156
    Button spacing variables...................................................................156
    Creating a Custom Look with Icon Buttons..............................................157
    Custom Function buttons..................................................................158
    Custom Contents buttons .................................................................158
    Making custom icons .........................................................................159
    Navigation Bar Resources...........................................................................159
    Chapter 11: Designing All Kinds of Pages . . . . . . . . . . . . . . . . . . . . . . .161
    Introducing the Home Page ........................................................................161
    Optimizing begins at home ...............................................................162
    Designing your home page................................................................163
    Maximizing home-page Page-elements............................................165
    Selling with Super Section Pages................................................................168
    Top-level section pages usually contain subsection pages ..........168
    Subsections contain products..........................................................170
    Use empty section pages for content ..............................................171
    Contents, Contents, Contents, and Contents ...........................................171
    Exploring Other Function Pages ................................................................173
    Editing your info page........................................................................174
    Creating your privacy policy page...................................................175
    Editing your Shopping Cart...............................................................175
    Editing your store’s Search page......................................................176
    Looking at your alphabetical index or site map.............................176
    Starting a Yahoo! Business For Dummies
    xiv
    Chapter 12: Creating Product Pages with the Store Editor . . . . . . . .177
    Exploring Store Editor Concepts................................................................177
    Let me see some ID ............................................................................178
    Getting positive ID on products and sections ................................179
    Exploring Parent-Child Relationships........................................................180
    Producing Profits with Product Pages.......................................................181
    Looking at Product Elements......................................................................186
    Maintaining Your Pages in the Store Editor..............................................190
    Creating new pages inside the Store Editor....................................190
    Editing product and section pages ..................................................193
    Moving pages by cutting to the Clipboard......................................193
    Copying pages into more than one section ....................................195
    Deleting pages.....................................................................................195
    Chapter 13: Merchandising to Sell More . . . . . . . . . . . . . . . . . . . . . . .197
    Specializing in Bestsellers...........................................................................197
    Featuring specials ..............................................................................198
    Making something special.................................................................199
    Editing the look and feel of specials ................................................200
    Troubleshooting specials..................................................................202
    Picking What Products to Push..................................................................203
    Merchandising Top Sellers with Navigation .............................................204
    Figuring out what to feature when you have no track record .......205
    Featuring products across the site ..................................................206
    Finding $30,000 in Sales by Using Cross-Sell.............................................209
    Merchandising Products in Other Ways....................................................212
    Chapter 14: Checking Out the New Shopping Cart . . . . . . . . . . . . . . .215
    Introducing the New Checkout Manager...................................................216
    Exploring the Checkout Manager.....................................................216
    Testing your settings..........................................................................217
    Publishing your new cart ..................................................................218
    Controlling Checkout Flow with Global Settings......................................218
    Flow settings .......................................................................................219
    Checkout Wrapper .............................................................................220
    Checkout settings...............................................................................221
    Configuring Elements with Page Configuration........................................221
    Page Settings.......................................................................................221
    Page Sections......................................................................................222
    Fields....................................................................................................222
    Advanced Settings..............................................................................224
    Customizing Your Visual Design.................................................................224
    Global styles........................................................................................224
    Progress indicator..............................................................................225
    Checkout buttons...............................................................................225
    Tinkering with Advanced Settings .............................................................226
    Jumping to the New Cart.............................................................................226
    xv
    Table of Contents
    Chapter 15: Mastering the Store Manager . . . . . . . . . . . . . . . . . . . . . .227
    Getting (Store) Help When You Need It.....................................................228
    Getting Anywhere from Here ......................................................................229
    Shipping and Managing Orders..................................................................230
    Low-tech order-management solutions...........................................230
    High-tech order-management solutions..........................................231
    Power-user solutions .........................................................................232
    Third-party order-management software........................................232
    Processing Orders — Show Me the Money!..............................................234
    Taking orders all the way to the bank .............................................234
    Searching for that one special order................................................236
    Handling catalog requests.................................................................236
    Changing order numbers...................................................................237
    Working with Credit Cards..........................................................................237
    Setting up credit-card processing ....................................................238
    Processing online orders...................................................................238
    Handling manual transactions..........................................................239
    Processing cards offline.....................................................................240
    Configuring Order Settings .........................................................................240
    Customize Order Form (Checkout)..................................................241
    Fax/e-mail order notification.............................................................243
    Configuring inventory........................................................................244
    Payment methods ..............................................................................244
    Setting tax rates..................................................................................245
    Setting Up Your Sites for Success ..............................................................245
    Setting Up Shipping Settings.......................................................................247
    Shipment and order-status e-mails ..................................................247
    Shipping Manager...............................................................................248
    UPS shipping tools .............................................................................248
    Shipping foreign orders.....................................................................249
    Part IV: Profiting from Internet Marketing ..................251
    Chapter 16: Searching for the Right Words . . . . . . . . . . . . . . . . . . . . .253
    Introducing Keywords .................................................................................254
    Considering Where Keywords Come From...............................................254
    Conquering Converting Keywords.............................................................257
    Collecting converting keywords.......................................................258
    Digging keywords out of your orders ..............................................258
    Prying keywords out of product reports.........................................260
    Working with Your Top Converting Keywords.........................................262
    Seeing How Your Shoppers Search............................................................265
    Starting a Yahoo! Business For Dummies
    xvi
    Researching Keywords................................................................................265
    Overture’s free keyword selector tool.............................................266
    Google AdWords free keyword tool .................................................266
    Wordtracker keyword research tool................................................268
    Tracking Converting Keywords..................................................................269
    Chapter 17: Driving Traffic That Converts . . . . . . . . . . . . . . . . . . . . . . .271
    Fishing the Right Way ..................................................................................271
    Cranking Up Search-Engine Marketing......................................................273
    Driving free traffic from search engines..........................................274
    Introducing search engine optimization..........................................274
    Buying search-engine traffic with PPC ads......................................275
    Marketing with E-Mail Newsletters............................................................276
    Directing Traffic from Directories..............................................................276
    Heeding the Call of the Mall........................................................................278
    Getting listed in Yahoo! Shopping ....................................................278
    Buying Text-Link Ads for Traffic and Link Popularity .............................279
    Sponsoring Forums, Directories, Nonprofits, and Clubs ........................280
    Commissioning Sales through Affiliate Marketing...................................280
    Exploring eBay Auctions for Yahoo! Store Owners..................................281
    Blogging for Retailers ..................................................................................282
    Exploring Other Ways to Get Traffic..........................................................283
    Peeling One Potato at a Time . . . ...............................................................283
    Chapter 18: Buying Your Way to the Top . . . . . . . . . . . . . . . . . . . . . . . .285
    Introducing Paid-Search Advertising.........................................................285
    Deciding between Paid and Free Searches ...............................................287
    Combining the one-two punch of SEO and PPC .............................288
    Planning Your PPC Ad Campaign ...............................................................289
    Buying Traffic with Paid-Search Ads..........................................................289
    Picking keywords................................................................................290
    Creating clickable ads........................................................................291
    Coming in for a landing......................................................................292
    Determining bid amounts..................................................................292
    Choosing syndication and distribution options.............................295
    Content ads: PPC by any other name ..............................................295
    Setting different distribution options ..............................................295
    Measuring Search-Advertising Results......................................................296
    Using free conversion tracking.........................................................296
    Buying third-party tracking tools.....................................................297
    Working with trackable links ............................................................297
    Improving Your Campaigns.........................................................................298
    Nonperforming keywords..................................................................298
    Underperforming keywords..............................................................299
    xvii
    Table of Contents
    Chapter 19: Discovering Search Engine Optimization (SEO) . . . . . . .301
    Discovering How Search Engines Work.....................................................302
    Order, please! ......................................................................................302
    Enter Google........................................................................................302
    Along came a spider...........................................................................303
    Uh, is this spam?.................................................................................304
    Appreciating Yahoo! Stores for Ease of SEO .............................................304
    Optimizing Yahoo! Stores without Programming.....................................305
    Optimizing Your Store for Search Engines................................................305
    Custom RTML programming.............................................................305
    Keyword research ..............................................................................306
    SEO copywriting .................................................................................307
    Linked development ..........................................................................311
    Measured results................................................................................313
    Doing Your SEO Homework ........................................................................314
    Part V: Making More Money with Your Yahoo! Store .....317
    Chapter 20: Running Your Business by the Numbers . . . . . . . . . . . . .319
    Discovering What You Need to Know........................................................319
    Introducing Yahoo! Store Statistics............................................................321
    Page Views...........................................................................................322
    Sales .....................................................................................................323
    References...........................................................................................324
    Store Searches ....................................................................................327
    Shopping Searches.............................................................................327
    Graphs..................................................................................................327
    Reports ................................................................................................328
    Click Trails...........................................................................................329
    Chapter 21: Converting Browsers into Buyers . . . . . . . . . . . . . . . . . . .331
    Getting Shoppers to Buy .............................................................................331
    Increasing your site’s traffic is not enough.....................................332
    Increasing sales by creating quality content ..................................332
    Building Customer Confidence...................................................................333
    Employ trust symbols........................................................................335
    Offer better customer service ..........................................................335
    Improve product pages to increase sales .......................................336
    Convert more Shopping Carts ..........................................................337
    Improving Your Store’s Usability to Increase Conversions ....................339
    Understanding how little time you have .........................................340
    Revving up your site’s load speed ...................................................341
    Starting a Yahoo! Business For Dummies
    xviii
    Looking at Who’s Looking at You...............................................................343
    Operating system and browser software ........................................344
    Screen resolution in pixels................................................................344
    So, how big can your pages be?........................................................345
    Focus on what makes money............................................................345
    Conversion and usability resources ................................................346
    Chapter 22: E-Mailing Your Customers for Fun and Profit . . . . . . . . .347
    Discovering E-Mail Marketing Tools ..........................................................348
    Thanking customers with e-mails ....................................................348
    Sending Order e-mails........................................................................349
    Taking advantage of personalized replies.......................................350
    Responding to e-mail addresses on your Web site ........................351
    Referral e-mail marketing ..................................................................351
    Advertising in e-mail newsletters.....................................................351
    Marketing products and services with autoresponders...............352
    Marketing in a Spam-Filled World ..............................................................352
    The CAN-SPAM Act and you..............................................................352
    Yahoo’s take on spam ........................................................................355
    Managing Your E-Mail Lists.........................................................................355
    Sign ’em up! .........................................................................................355
    Weeding your list................................................................................356
    Crafting Effective E-Commerce Newsletters.............................................357
    Chapter 23: Getting Down with Product Uploads . . . . . . . . . . . . . . . .359
    A Word of Warning .......................................................................................360
    Introducing Database Uploads...................................................................361
    Creating Products with Uploads ................................................................361
    Formatting Your Upload Files.....................................................................362
    Uploading Data in the Right Fields.............................................................363
    Doing Uploads ..............................................................................................363
    Uploading Data with the New Upload button.................................364
    Reviewing your data ..........................................................................365
    Updating product data.......................................................................366
    Troubleshooting Database Uploads ..........................................................368
    Chapter 24: Mastering Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .371
    Exploring Your Domain ...............................................................................371
    Registering Your Domain Name..................................................................372
    Registering domains with Yahoo!.....................................................373
    Registering domains with other companies ...................................373
    Non-Yahoo! registered domains and DNSs......................................374
    Mastering Your Domains.............................................................................374
    Determining your site entry point....................................................375
    Redirecting store URLs to your domain..........................................377
    xix
    Table of Contents
    Part VI: The Part of Tens............................................379
    Chapter 25: Ten or So Tools of the Trade . . . . . . . . . . . . . . . . . . . . . . . .381
    Searching for All the Right Words..............................................................381
    Searching Engine Queries/Filters...............................................................382
    Using the Right YstoreTool for the Job.....................................................382
    Exporting Your Yahoo! Store.......................................................................383
    Checking Your Web Position.......................................................................383
    Tracking Trends with Analytics Software .................................................383
    Checking Out Other Cool Tools..................................................................384
    Chapter 26: Ten or So RTML Resources and Recommendations . . . .385
    Know HTML before Playing with RTML ....................................................386
    Experiment with RTML................................................................................386
    Read Mike’s Books on RTML.......................................................................386
    Read Istvan’s Books on RTML ....................................................................387
    Use Don Cole’s Template Transfer Utility.................................................387
    Read the YstoreForums.com RTML forum ...............................................387
    Look at Lots of Custom RTML Stores........................................................388
    Add Missing SEO Elements .........................................................................388
    Add RTML Navigational Elements..............................................................388
    Index........................................................................389
    Starting a Yahoo! Business For Dummies
    xx
    Page 1
    • Numerics •
    21 Pay-Per-Click Campaign Secrets Your
    Competition Doesn’t Know, 2004 Edition
    (Goodman), 270
    80/20 rule, 31, 284
    404 Error Pages/Page Not Found
    Handling, 246
    800 number, 334
    800 x 600 screen resolution, 91
    1,040 x 768 screen resolution, 91
    • A •
    About.com directory, 277
    above the fold, 65, 67
    abstract, 64
    Abstract field, 185
    access speed, 343
    activating the Checkout Manager, 218
    Add button, 366
    Add To Cart button, 65–67
    Address-phone variable, 140
    adjusting brightness, contract, color
    balance in images, 119
    Adobe Photoshop, 118–119
    Advanced mode (Store Editor), 127–128
    Advanced Settings module (Checkout
    Manager), 217, 224–226
    advertising
    affiliate programs, 280–281
    auctions, 281–282
    blogs, 282–283
    content ads, 295
    directory listings, 276–277
    e-mail newsletters, 276, 351
    paid-search advertising, 14, 273,
    275–276, 285–299
    referral e-mail marketing, 351
    revenue share programs, 281
    sponsorships, 280
    text-link ads, 279–280
    tips, 283
    viral marketing, 348
    affiliate programs, 280–281
    Alertbox column (Nielsen), 346
    algorithms (for search results order), 302
    alphanumeric ID (of pages), 133, 178–179
    alternate product shots, 116
    analytics software, 383–384
    anchor text, 103–104, 311
    anti-aliasing text, 120
    asterisk (red asterisk), 72, 234
    auctions, 281–282
    authors (as online merchants), 13
    author’s contact information, 6
    Auto–Order Notification e-mail, 59–60
    autoresponders, 352
    Availability variable, 141
    • B •
    background colors, 137
    background images, 137
    Background-color variable, 137
    Background-image variable, 137
    bad design (defined), 91
    Banner-font-size variable, 137
    Bar-Delimited files (database uploads), 362
    bestselling products, 197–198
    Beta test for Checkout Manager, 216
    bid amounts, 292–295
    Billing Info Checkout page, 339
    Billing Info page, 69–71
    bitmap files, 111
    BizRate shopping portal, 278
    Black, Mike, president of Internet
    Marketing Resources, 303
    blacklists, 357
    blogs, 6, 282–283
    Bock, Brian, Yahoo! Store developer, 133
    Boisvert, Paul, Yahoo! Store Senior
    Technical Content Producer, 118
    bookmarking pages, 133–134
    borders around product photos, 119
    BOTW.com directory, 277
    branding
    Checkout Wrapper, 220–221
    corporate identity, 85
    home page, 162, 166
    Yahoo! Store branding, 85
    breadcrumbs, 65, 388
    browsers of visitors, 344
    bugs in Checkout Manager, 226
    building a store
    copywriting, 86–87
    design elements, 84–86
    doing it yourself, 80–81
    hiring someone to do it, 81–82
    offshore designers, 81
    product data, 83–84
    with Store Editor, 41–53, 77–79
    with Store Tags, 2, 77, 79–80
    Building Your Business with Google For
    Dummies (Hill), 299
    Bulk Image Upload feature, 116
    Burke, David, VisualFuture.com, 383
    Burmeister, Mary (HTML 4 For Dummies,
    5th Edition), 386
    business e-mail, 14
    business model, 17–19, 27–28
    Button-edge-color variable, 157
    Button-edge-width variable, 157
    Button-padding variable, 156
    buttons
    Add button, 366
    Add To Cart button, 65–67
    Checkout buttons, 225
    Config button, 131
    Contents buttons, 130, 148–149
    Controls button, 131
    custom buttons, 157–159
    Database Uploads button, 131
    Download button, 146
    Edit All button, 129
    Edit button, 129
    editing, 152–155
    E-mail button, 146
    Empty button, 146–147
    Find button, 130
    Function buttons, 145–148
    Help button, 127, 130, 147
    Hide Help button, 130
    Home button, 145–147, 156
    home page, 165–166
    icon buttons, 157–159
    Index button, 147
    Image button, 129
    Info button, 99, 145–147
    Item button, 129
    Layout button, 131
    Link button, 129
    Keep Shopping button, 67
    Look button, 131
    padding, 156
    placement of, 144, 149–151
    Mail button, 147
    Manager button, 129–130
    Move button, 129
    navigation buttons, 152–155
    New Upload button, 364
    Next button, 147
    Order button, 65–67
    Place Order button, 70
    Privacypolicy button, 147
    Publish button, 124–127, 130
    Published button, 126
    Rebuild button, 366–367
    Red Arrow (left side) button, 131
    Red Arrow (right side) button, 131
    Register button, 147
    Request button, 148
    resources, 159
    Revert button, 367–368
    Section button, 129
    Show-order button, 145–146, 148
    side buttons, 149–150
    spacers, 146–147
    styles, 155–156
    Templates button, 130
    top buttons, 149–151
    Types button, 130–131
    Up button, 131, 148
    Update button, 125
    Update Quantity button, 67
    variables, 139
    Variables button, 94, 125, 129
    workaround for above the fold placement
    of Order button, 67
    Button-style variable, 139, 155–156
    buyers. See customers
    buying cycle, 265
    390
    Starting a Yahoo! Business For Dummies
    • C •
    CAN-SPAM Act of 2003, 352–354
    Caption field, 65, 67, 185
    Cart. See also Checkout Manager
    Add To Cart button, 65–67
    conversion rate, 337–339
    customizing, 175–176
    design, 67–68
    editing, 175–176
    functionality, 67
    Keep Shopping button, 67
    navigation, 99
    new features, 215
    ordering process, 67–68
    Secure-basket variable, 141
    Update Quantity button, 67
    cascading style sheets (CSS), 224
    Catalog Manager, 229–230
    catalog requests, 236
    changing
    colors, 94
    domain information, 373–375
    Checkout buttons, 225
    Checkout Manager
    activating, 218
    Advanced Settings module, 217, 224–226
    Beta test, 216
    bugs, 226
    Checkout buttons, 225
    cookies, 224
    CSS (cascading style sheets), 224
    custom fields, 223
    customer messages, 222
    Customer Ratings, 221
    design, 224–225
    disabling, 226
    documentation, 216
    enabling, 226
    fields, 222–223
    flow settings, 218–220
    “Getting Started Guide for Checkout
    Manager,” 216
    Gift Options, 221
    Global Settings module, 216, 219–221
    Help files, 216
    Item Option Validation, 226
    multiple-page checkout, 219
    new features, 215–216
    opening, 216
    Page Configuration module, 216, 221–223
    previewing, 217
    progress indicator, 225
    publishing Order Settings, 218
    Revert panel, 226
    single-page checkout, 219
    test orders, 218
    Visual Customization module, 216–217
    Checkout Manager Guide, 228
    Checkout Wrapper, 220–221
    child pages, 171
    choosing a domain name, 371
    Clay, Bruce, SEO expert, 316, 383
    click trails, 98, 329
    clickable ads, 291
    ClickTracks, 322, 383
    Clipboard, 193–194
    Code field, 182
    Cole, Dan
    Graphic Downloader tool, 382
    Graphic Uploader tool, 382
    Order Checker tool, 382
    Order Processor tool, 382
    RTML Template Transfer Utility, 382, 387
    Yahoo! Store Backup & Feed tool, 382–383
    Yahoo! Store forum, 387
    Collier, Marsha
    eBay For Dummies, 282
    eBay Timesaving Techniques For
    Dummies, 282
    Starting an eBay Business For
    Dummies, 282
    color blindness, 94
    colors
    background colors, 137
    changing, 94
    color schemes, 131
    design, 93–94
    progress indicator, 225
    RGB (red green blue), 94
    variables, 137
    Variables button, 94
    Columns variable, 138
    Column-width variable, 138
    Commission Junction affiliate
    programs, 281
    community of Yahoo! Store owners, 11
    391
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    comparison of Merchant Solutions
    Packages, 11
    competitors
    merchandising secrets, 205
    search engine optimization (SEO),
    314–315
    Compound-name variable, 141
    compressed file, 236
    compressing images, 111
    Config button, 131
    Config page (Store Editor), 134
    configuring
    inventory, 244
    Order Settings, 240–243
    Store Manager, 54–58
    confirming orders, 58–59, 70, 248, 348–349
    Constant Contact e-mail referral
    service, 351
    consumer protection groups, 335
    contact information, 334
    content ads, 295
    contents
    defined, 171–172
    home page, 172
    product pages, 173
    section pages, 173
    Contents buttons, 130, 148–149
    Contents page (Store Editor), 132–133
    Contents-elements variable, 138
    Contents-format variable, 138–139
    Controls button, 131
    Controls page (Store Editor), 134–135
    conversion rate
    access speed, 343
    customer service, 335–336
    defined, 331–332
    demographic information, 343–344
    effect of design on, 89–91
    instilling confidence in customers,
    333–335
    load speed, 341–343
    product page design, 336–337
    quality content, 332–333
    resources, 346
    Shopping Cart, 337–339
    trust symbols, 335
    usability, 339–341
    viewing, 320
    what works, 345–346
    converting keywords
    defined, 254
    sources of, 257–264
    tracking, 269–270
    cookies, 224
    copying
    product pages, 195
    section pages, 195
    copywriting, 86–87, 307–310
    corporate identity, 85
    costs for a Yahoo! Store, 11
    creating
    IDs (of pages), 179
    product pages, 190–192
    section pages, 190
    credit cards
    accepting payments from, 10
    automatic processing, 238–239
    CVN (credit-card verification
    number), 237
    logos, 335
    manual processing, 70, 239
    offline processing, 240
    real-time credit-card authorization,
    69, 237
    Risk Tools, 237
    Crockatt, Tor, search marketer, 268
    cropping photos, 119
    cross-selling
    Cross-sell feature, 209–211
    Cross-sell-text variable, 141
    Family field, 186
    free gift with purchase, 211
    CSS (cascading style sheets), 224
    CSS Web Design For Dummies
    (Mansfield), 310
    CSV text files (database uploads), 362–363
    Currency variable, 141
    custom buttons, 157–159
    custom fields in Checkout Manager, 223
    custom search solutions, 283
    Custom Templates NOW! e-book (Siposs), 387
    custom variables, 142
    custom-built RTML stores, 388
    Customer Access link (Store Manager), 246
    392
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    customer messages, 222
    customer ratings, 221, 247
    customer service
    current state of in retailing, 10
    e-mail, 348–351
    home page, 162
    product knowledge, 10
    tools, 384
    what to offer, 335–336
    customers
    browsers, 344
    click trails, 98, 329
    color blindness, 94
    conversion rate, 320, 331–332
    cookies, 224
    demographic information, 343–344
    design, 91
    free downloads, 356
    how they search, 265
    increasing traffic, 332
    instilling confidence, 333–335
    iProspect study on search engine
    user attitudes, 288
    operating systems, 344
    page views, 322
    search terms, 107, 327
    targeting, 271–272
    testimonials, 335
    touch points, 58
    unique visitors (defined), 337
    customizing Shopping Cart, 175–176
    Cutts, Matt, Google search quality
    engineer, 304, 316
    CVN (credit-card verification number), 237
    • D •
    Database inventory, 244
    database uploads
    Add button, 366
    Bar-Delimited files, 362
    CSV text files, 362–363
    fields, 363
    New Upload button, 364
    precautions, 360–361
    process overview, 361
    Rebuild button, 366–367
    Revert button, 367–368
    spreadsheet software, 362
    step-by-step instructions, 363–368
    technical support, 368
    text editor, 362
    troubleshooting, 368–369
    Upload Summary page, 365
    Database Uploads button, 131
    Decimal-mark variable, 141
    Deconstructing Y-Times e-book (Siposs), 387
    deep links, 280, 312–313
    default settings for Store Editor, 127
    deleting
    product pages, 195–196
    section pages, 195–196
    demographic information, 343–344
    descriptions of products, 33, 65
    design
    appealing to customers, 91
    bad design, 91
    Cart, 67–68
    Checkout Manager, 224–225
    color schemes, 131
    colors, 93–94
    fonts, 95–96
    good design, 91
    home page, 163–167
    importance of, 89–91
    instilling confidence, 333–335
    Internet Explorer, 91
    loading time for pages, 91
    logos, 92–93, 96
    magazine design, 92
    package design, 93
    product pages, 66, 181
    screen resolution, 91, 94
    section pages, 169–170
    Shopping Cart, 67–68
    simple versus slick, 90
    stickiness factor, 333
    text, 94–95
    trust symbols, 85, 335
    design elements, 84–86
    designers, 81–82
    Designing Web Usability (Nielsen), 346
    Developer Network, 11, 82–83
    directory listings, 276–277
    393
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    disabling Checkout Manager, 226
    discounts, 26
    display size (images), 112
    display text. See text
    Display-font variable, 137
    Display-font-size variable, 137
    Display-text-color variable, 137
    distribution of paid-search advertising,
    295–296
    DMOZ (Open Directory Project), 277
    DNSStuff.com, 384
    Domain Control Panel, 374–375
    domain names, 246, 371–372
    domain tools, 384
    domains
    changing domain information, 373–375
    choosing a domain name, 371
    mirror sites, 377–378
    non-Yahoo! registered domains, 373–374
    registering, 371–374
    site entry point, 375–376
    Yahoo! Merchant Solutions, 14, 371, 373
    DomainsbyProxy tool, 384
    Don’t Make Me Think, 2nd Edition
    (Krug), 159
    dots per inch (dpi), 111
    double opt-in e-mail, 354
    Download button, 146
    Download field, 186
    downloading
    guides, 228
    images, 117
    RTML templates, 387
    dpi (dots per inch), 111
    Dragon Naturally Speaking, 384
    drop-shipping, 13, 28–30
    • E •
    eBay auctions, 282
    eBay For Dummies (Collier), 282
    eBay Timesaving Techniques For Dummies
    (Collier), 282
    Edit All button, 129
    Edit button, 129
    Edit Nav-bar (Store Editor)
    appearance, 125
    Config button, 131
    Contents button, 130
    Controls button, 131
    Database Uploads button, 131
    Edit All button, 129
    Edit button, 129
    Find button, 130
    Help button, 130
    Hide Help button, 130
    Image button, 129
    Item button, 129
    Layout button, 131
    Link button, 129
    Look button, 131
    Manager button, 129–130
    Move button, 129
    moving, 127–129
    Publish button, 124–127, 130
    Red Arrow (left side) button, 131
    Red Arrow (right side) button, 131
    Section button, 129
    Templates button, 130
    Types button, 130–131
    Up button, 131, 148
    Variables button, 94, 125, 129
    editing
    navigation buttons, 152–155
    product pages, 193–194
    section pages, 193–194
    Shopping Cart, 175–176
    Editor access page (Store Manager), 246
    800 number, 334
    800 x 600 screen resolution, 91
    80/20 rule, 31, 284
    e-mail
    author’s e-mail address, 6
    Auto–Order Notification e-mail, 59–60
    autoresponders, 352
    business e-mail, 14
    CAN-SPAM Act of 2003, 352–354
    customer service, 348–351
    Gmail, 384
    HTML e-mails, 357
    Mailing List database, 355–356
    mailto: links, 146
    order confirmation e-mail,
    59, 70, 248, 348–349
    order notification e-mail, 71, 243
    order status e-mail, 74, 247, 349–350
    personalized replies to customer
    e-mail, 350–351
    394
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    referral e-mail marketing, 351
    shipment e-mail, 247
    signature file, 350
    spam, 276, 352–355
    “Thanks For Your Order” e-mail, 74
    UPS tracking number and anticipated
    arrival date, 73
    viral marketing, 348
    when site updates e-mail, 246
    Yahoo! Merchant Solutions, 14
    E-mail button, 146
    e-mail newsletters
    advertising in, 351
    appearance of, 357
    author’s e-mail newsletter, 6
    blacklists, 357
    double opt-in, 354
    effectiveness of, 276
    free downloads, 356
    frequency of, 358
    GrokDotcom conversion-rate marketing
    newsletter, 346
    HTML e-mails, 357
    list management, 355–356
    Mile High Comics, 358
    opt-in, 354
    opt-out, 354
    spam, 252–255, 276
    subscription drives, 355–356
    testing, 357
    Email variable, 136
    Emphasis-color variable, 137
    Empty button, 146–147
    empty section pages, 171
    enabling Checkout Manager, 226
    EngineReady tool, 322, 384
    Excel, 362
    exporting
    images, 120
    orders, 236
    store, 383
    • F •
    Families variable, 141
    Family field, 186
    fax notifications, 72, 243
    featuring products across the site, 206–208
    feed services, 279
    fields
    Checkout Manager, 222–223
    database uploads, 363
    product pages, 181–186
    smart fields, 184
    file size, 112–113, 345
    filters for search engines, 382
    Final-text variable, 140
    Find button, 130
    finding
    orders, 236
    pages, 133
    Firefox Screengrab extension, 118–119
    flow settings (Checkout Manager), 218–220
    fonts
    design, 95–96
    progress indicator, 225
    variables, 137
    footer, 99
    foreign orders, 249–250
    forums
    sponsoring, 280
    Webmasterworld PPC forums, 299
    Webmasterworld’s Keyword Research
    Forum, 270
    Yahoo! Store forum, 387
    404 Error Pages/Page Not Found
    Handling, 246
    free downloads, 356
    free gift with purchase, 211
    free search, 273–274, 287
    frequency of e-mail newsletters, 358
    Friedman, Harry, retailing consultant, 213
    Froogle shopping portal, 278–279
    Function buttons, 145–148
    • G •
    “Getting Started Guide for Checkout
    Manager,” 216
    Getting Started with Yahoo! Merchant
    Solutions, 228
    GIF image format, 111–112
    Gift Options, 221
    Gimpsy.com directory, 277
    Global Settings module (Checkout
    Manager), 216, 219–221
    global variables. See variables
    Gmail, 384
    395
    Index
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    GoDaddy.com domain registration
    services, 373–374
    Godin, Seth (Permission Marketing), 276
    GoGuides.com directory, 277
    good design (defined), 91
    Goodman, Andrew (21 Pay-Per-Click
    Campaign Secrets Your Competition
    Doesn’t Know, 2004 Edition), 270
    Google, 302–303
    Google AdWords, 286–287, 299
    Google Alerts, 384
    Google Desktop Search, 384
    Google Keyword Sandbox tool, 266–267
    Google Toolbar, 384
    Google Tools, 384
    Graham, Paul (creator of Viaweb Store
    Builder software), 16
    graphic bugs, 85
    Graphic Downloader tool, 382
    Graphic Uploader tool, 382
    graphics
    resolution, 111
    text inside graphics, 120
    graphics software, 118–119
    graphs, 327–328
    GrokDotcom conversion-rate marketing
    newsletter, 346
    gross profit margin, 25–26
    grouping pages, 99
    guides, 228
    • H •
    Harvey, Greg (Microsoft Excel For
    Dummies), 362
    Head tags, 186–187
    Head-elements variable, 138
    Headline field, 184–185
    headlines on product pages, 65, 184–185
    Head-style variable, 138
    Head-tags variable, 140
    Help button, 127, 130, 147
    Help files
    Checkout Manager, 216
    Store Manager, 228
    hidden version of store, 124
    Hide Help button, 130
    hiding pages, 108
    Hill, Brad (Building Your Business with
    Google For Dummies), 299
    hiring someone to build your store, 81–82
    Home button, 145–147, 156
    home page
    branding, 162, 166
    buttons, 165–166
    communication goals, 161
    contents, 172
    customer service, 162
    design, 163–167
    images, 166
    importance of, 161–162
    logos, 166
    merchandising, 162
    prioritizing page elements, 165–166
    search box, 167
    search engine optimization (SEO),
    162–163
    specials, 166–167
    text, 166
    home page template, 163–164
    hosting, 14
    HTML
    comparison to RTML, 385
    HTML e-mails, 357
    HTML 4 For Dummies, 5th Edition (Tittel
    and Burmeister), 386
    hyperlinks. See links
    • I •
    ICANN, 372
    icon buttons, 157–159
    Icon field, 185
    ID field, 181
    IDs
    page IDs, 133, 178–179
    Yahoo! ID, 35–37
    illegal file formats, 113
    Image button, 129
    Image field, 182
    image formats, 111–113
    images. See also graphics; photos
    adjusting brightness, contract, color
    balance, 119
    background images, 137
    bitmap files, 111
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    borders, 119
    compressing, 111
    cropping, 119
    display size, 112
    downloading, 117
    exporting, 120
    file size, 112–113
    getting permission to use images, 117
    home page, 166
    load time, 110–111, 341–343
    navigation, 99–101
    negative space, 119
    product pages, 65
    progress indicator, 225
    resizing, 113–114
    screen shots, 118
    sources of, 117–118
    Store Editor, 113–116
    text inside images, 120
    thumbnail images, 113–114
    uploading, 115–116
    variables, 137
    watermarks, 117
    zip file, 116
    inbound links, 312–313
    increasing sales
    access speed, 343
    conversion rate (defined), 331–332
    customer service, 335–336
    demographic information, 343–344
    effect of design on, 89–91
    instilling confidence in customers,
    333–335
    load speed, 341–343
    product page design, 336–337
    quality content, 332–333
    resources, 346
    Shopping Cart, 337–339
    trust symbols, 335
    usability, 339–341
    viewing sales information, 320
    what works, 345–346
    increasing traffic, 332
    Index button, 147
    index page, 176
    Info button, 99, 145–147
    info page, 174–175
    Info-text variable, 139
    inscriptions, 183–184
    Inset field, 185
    instilling confidence in customers, 333–335
    internal links, 311
    internal search engine, 105–108
    Internet Explorer, 91
    Internet Marketing Resources, 303
    Internet search engines
    paid-search advertising, 14
    Yahoo! Search, 14
    Internet security companies, 335
    inventors, 13
    inventory
    configuring, 244
    Database inventory, 244
    management tools, 384
    Real-Time inventory, 244
    iProspect study on search engine
    user attitudes, 288
    Item button, 129
    Item Option Validation, 226
    item pages
    Add To Cart button, 65–67
    Caption field, 65, 67
    contents, 173
    copying, 195
    copywriting, 86–87
    creating, 190–192
    deleting, 195–196
    descriptions (of products), 65
    design, 66, 181
    editing, 193–194
    elements, 186–190
    fields, 181–186
    Head tags, 186–187
    headlines, 65, 184–185
    ID (of pages), 133, 178–179
    images (of products), 65
    increasing sales, 332–333, 336–337
    moving, 193–194
    navigation, 101–103
    Order button, 65–67
    parent-child relationships, 180–181
    Title tag, 186
    • J •
    jaggy text, 120
    JoeAnt.com directory, 277
    JPEG image format, 111–112
    397
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    • K •
    Karandish, David, FindStuff.com, 294
    Keep Shopping button, 67
    keyword density, 302
    Keyword Discovery tool, 381
    keyword frequency, 302
    Keywordmax, 322
    keywords
    converting keywords, 254,
    257–264, 269–270
    defined, 254
    Google Keyword Sandbox tool, 266–267
    Keyword Discovery tool, 381
    meaning elements, 268
    Overture keyword selector tool, 266–267
    paid-search advertising, 290–291, 298–299
    researching keywords, 265
    resources, 270
    search engine optimization (SEO),
    163, 306–310
    store searches, 327
    where they come from, 254–256
    Wordtracker keyword research tool,
    268–269, 381
    Keywords variable, 140
    Krug, Steve (Don’t Make Me Think, 2nd
    Edition), 159
    • L •
    Label field, 185–186
    Label-color variable, 137
    Label-font variable, 137
    Label-font-size variable, 137
    landing pages for paid-search ads, 292
    Layout button, 131
    layout variables, 138
    leafed section pages, 168–169
    levels of site, 99
    limited-distribution products, 22–23
    Link button, 129
    link-building campaigns, 279
    Link-color variable, 137
    links
    anchor text, 103–104, 311
    deep links, 280, 312–313
    inbound links, 312–313
    internal links, 311
    mailto: links, 146
    navigation, 99–101, 103–105
    outbound links, 312
    run-of-site links, 280
    search engine optimization (SEO),
    275, 311–313
    sponsored links, 275
    text-link ads, 279–280
    Track Links feature (Store Manager),
    297–298
    load time
    effect on sales, 341
    for images, 110–111, 341–343
    for pages, 91
    speed test, 345
    load-balancing infrastructure, 12
    locked pages (Store Editor), 125
    logos
    corporate identity, 85
    credit-card logos, 335
    design, 92–93
    home page, 166
    manufacturer logos, 85–86, 96
    navigation, 98–99
    look and feel. See design
    Look button, 131
    loss leaders, 26
    • M •
    magazine design, mimicking in design, 92
    Mail button, 147
    Mail Order Manager (M.O.M.), 233
    Mailing List database, 355–356
    mail-order catalogers, 13
    mailto: links, 146
    Mall-url variable, 139
    Manage My Services page, 124
    Manager. See Store Manager
    Manager button, 129–130
    Mansfield, Richard (CSS Web Design
    For Dummies), 310
    manufacturers
    logos, 85–86, 96
    as online merchants, 13
    product descriptions, 33
    product photos, 109, 117
    MAP (minimum advertising pricing), 23
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    margins, 25–26
    market testing, 30
    marketing
    affiliate programs, 280–281
    auctions, 281–282
    blogs, 282–283
    content ads, 295
    directory listings, 276–277
    e-mail newsletters, 276, 351
    paid-search advertising, 14,
    285–291, 293–299
    referral e-mail marketing, 351
    revenue share programs, 281
    search-engine marketing (SEM),
    273–274, 288
    sponsorships, 280
    text-link ads, 279–280
    tips, 283
    viral marketing, 348
    meaning elements, 268
    measuring results
    paid-search advertising, 296–297
    search engine optimization (SEO),
    313–314
    merchandising
    bestselling products, 197–198
    competition, 205
    cross-selling, 209–211
    featuring products across the site,
    206–208
    home page, 162
    product promotions, 203–206
    specials, 166–167, 198–202
    store navigation, 204–205
    merchant accounts
    defined, 10
    opening, 10, 38–40
    Merchant Solutions. See Yahoo! Merchant
    Solutions
    Merchant Solutions Getting Started
    Guide, 2
    messages for customers, 222
    Microbiz retailing inventory program, 231
    micro-conversions, 333
    Microsoft Excel, 362
    Microsoft Excel For Dummies (Harvey), 362
    Microsoft Internet Explorer, 91
    migrating to Yahoo! Store from another
    storefront system, 33–34
    Mile High Comics e-mail newsletter, 358
    minimum advertising pricing (MAP), 23
    Minimum-order variable, 141
    Minimum-quantity variable, 141
    mirror sites, 377–378
    misspellings (during customer
    searches), 106
    M.O.M. (Mail Order Manager), 233
    mompreneurs, 12
    monograms, 183–184
    Morris, Robert T., creator of Viaweb Store
    Builder software, 16
    “The Mostly Viral Top Traffic Alternatives
    to Search Engines List” (Tabke), 283
    Move button, 129
    moving
    Edit Nav-bar (Store Editor), 127–129
    product pages, 193–194
    section pages, 193
    multiple-page checkout, 219
    musicians (as online merchants), 13
    • N •
    Name field, 181–182
    Name-image variable, 138
    Nav-bar variable, 152
    Nav-buttons variable, 139
    navigating
    Store Editor, 44, 132
    Store Manager, 229–230
    navigation
    breadcrumbs, 65, 388
    Checkout Wrapper, 220–221
    click trails, 98
    communication goals, 97–98
    consistency of, 98
    customer search terms, 107
    footer, 99
    grouping pages, 99
    images, 99–101
    importance of, 97, 143
    Info button, 99, 145–147
    internal search engine, 105–108
    levels of site, 99
    logos, 98–99
    merchandising, 204–205
    navigation button bars, 100–101
    navigational elements (defined), 99
    399
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    navigation
    (continued)
    page titles, 100
    product pages, 101–103
    RTML, 388
    section pages, 101–103
    Shopping Cart, 99
    Store Editor, 99–101
    text links, 99–101, 103–105
    word choice, 99
    navigation buttons
    Checkout buttons, 225
    Contents buttons, 148–149
    custom buttons, 157–159
    editing, 152–155
    Function buttons, 145–148
    home page, 165–166
    icon buttons, 157–159
    padding, 156
    placement of, 144, 149–151
    resources, 159
    side buttons, 149–150
    spacers, 146–147
    styles, 155–156
    top buttons, 149–151
    variables, 139
    Need-bill variable, 142
    Need-payment variable, 142
    Need-ship variable, 142
    negative space (photos), 119
    New Upload button, 364
    newsletters. See e-mail newsletters
    Next button, 147
    Nielsen, Jakob
    Alertbox column, 346
    Designing Web Usability, 346
    guidelines on page load time, 111
    NIL templates, 181
    nonprofit businesses, 13
    norder page, 175–176
    Nosearch tag, 108
    Notepad, 362
    notification of order/order status
    by e-mail, 71, 243
    by fax, 72, 243
    • O •
    obtaining permission to use images, 117
    offshore designers, 81
    1,040 x 768 screen resolution, 91
    Open Directory Project (DMOZ), 277
    Open Directory Project: Online Keyword
    Tools, 270
    Open for Business Checklist, 228
    Open For Business link, 60–61
    opening
    Checkout Manager, 216
    merchant accounts, 10, 38, 39–40
    Store Editor, 124–125
    operating systems of visitors, 344
    opt-in e-mail, 354
    Options field, 183–184
    opt-out e-mail, 354
    Order button, 65–67
    Order Checker tool, 382
    order confirmation e-mail, 59, 70,
    248, 348–349
    Order Confirmation page, 58–59, 70–72
    Order Form link, 241–243
    Order Lookup feature (Store Manager), 236
    order management
    Store Manager, 230–232
    third-party solutions, 233
    Order Manager page (Store Manager),
    234–236
    order notification by fax or e-mail, 71, 243
    order numbers, 237
    order processing, 72–73, 230–232
    Order Processing Guide, 228
    Order Processor tool, 382
    Order Settings
    configuring, 240–243
    publishing, 60, 218
    order status e-mail, 74, 247, 349–350
    Orderable field, 182
    ordering process
    Billing Info page, 69–71
    confirmation e-mail, 70
    Order Confirmation page, 70–72
    order notification e-mail, 71
    Place Order button, 70
    product pages, 65–66
    search engine optimization, 64–65
    section pages, 65–66
    secure servers, 68–69
    Shipping Info page, 69–70
    Shopping Cart, 67–68
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    “Thanks For Your Order” e-mail, 74
    timeline, 63–64
    OrderMotion, 233
    Order-style variable, 141
    Order-text variable, 141
    organizing products, 211–213
    orphaned pages, 132, 194
    outbound links, 312
    outsourcing
    search engine optimization (SEO), 315
    store building, 81–82
    Overture keyword selector tool, 266–267
    • P •
    package design, 93
    padding around buttons, 156
    Paddock, Craig, Internet marketing
    consultant, 92
    Page Configuration module (Checkout
    Manager), 216, 221–223
    page IDs, 133
    Page, Larry, Google founder, 302
    page layout variables, 138
    Page Not Found Handling, 246
    page properties, 140
    page titles
    navigation, 100
    progress indicator, 225
    search engine optimization (SEO),
    308–309
    page views, 322
    Page Views report (Store Manager), 322
    Page-format variable, 138, 149
    pagelet, 186
    Page-width variable, 138
    paid-search advertising
    benefits of, 287–288
    bid amounts, 292–295
    buying, 286–287
    clickable ads, 291
    content ads, 295
    distribution, 295–296
    free search, 287–289
    global spending on, 285–286
    Google AdWords, 275–276, 286–287, 299
    how it works, 275–276
    keyword matching, 290
    keywords, 290–291, 298–299
    landing pages, 292
    measuring results, 296–297
    planning your campaign, 289
    resources, 299
    tips for a successful campaign, 298–299
    traffic, 273, 289–290
    Webmasterworld PPC forums, 299
    Yahoo! Search Marketing, 14, 275–276,
    286–287, 299
    Paint Shop Pro, 118–119
    parent pages, 171
    parent-child relationships, 180–181
    Pareto Principle, 31, 284
    payment methods, 10
    credit-card payments, 10, 339
    PayPal, 10, 244–245, 339
    setting, 57–58
    pay-per-click (PPC) advertising. See paid-
    search advertising
    Permission Marketing (Godin), 276
    permission to use images, 117
    personalization of items, 183–184
    Personalization-charge variable, 142
    personalized replies to customer
    e-mail, 350–351
    photo-editing software, 118–119
    photos
    adjusting brightness, contract,
    color balance, 119
    alternate product shots, 116
    bitmap files, 111
    borders, 119
    compressing, 111
    cropping, 119
    display size, 112
    downloading, 117
    exporting, 120
    file size, 112–113
    getting permission to use photos, 117
    GIFs, 111–112
    illegal file formats, 113
    importance of, 109
    JPEGs, 111–112
    load time, 110–111
    manufacturers’ product photos, 109, 117
    negative space, 119
    resizing, 113–114
    sources of, 117–118
    Store Editor, 113–116
    401
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    photos
    (continued)
    text inside photos, 120
    thumbnail images, 113–114
    uploading, 115–116
    watermarks, 117
    zip file, 116
    Photoshop, 118–119
    pixels, 94
    Place Order button, 70
    placement of navigation buttons,
    144, 149–151
    Pokιmon cards, 23
    PPC (pay-per-click) advertising. See paid-
    search advertising
    premium listings, 294
    previewing Checkout Manager, 217
    Price field, 182
    price points, 25–26
    Price-style variable, 140
    privacy policy page, 175
    Privacypolicy button, 147
    Privacypolicy-text variable, 139
    processing orders, 72–73, 230–232
    product data, 83–84
    product knowledge, 10, 26–27
    product pages
    Add To Cart button, 65–67
    Caption field, 65, 67
    contents, 173
    copying, 195
    copywriting, 86–87
    creating, 190–192
    deleting, 195–196
    descriptions (of products), 33, 65
    design, 66, 181
    editing, 193–194
    elements, 186–190
    fields, 181–186
    Head tags, 186–187
    headlines, 65, 184–185
    ID (of pages), 133, 178–179
    images (of products), 65
    increasing sales, 332–333, 336–337
    moving, 193–194
    navigation, 101–103
    Order button, 65–67
    organizing products, 211–213
    parent-child relationships, 180–181
    Title tag, 186
    product photos
    adjusting brightness, contract,
    color balance, 119
    alternate product shots, 116
    bitmap files, 111
    borders, 119
    compressing, 111
    cropping, 119
    display size, 112
    downloading, 117
    exporting, 120
    file size, 112–113
    getting permission to use photos, 117
    GIFs, 111–112
    illegal file formats, 113
    importance of, 109
    JPEGs, 111–112
    load time, 110–111
    manufacturers’ product photos, 109, 117
    negative space, 119
    resizing, 113–114
    sources of, 117–118
    Store Editor, 113–116
    text inside photos, 120
    thumbnail images, 113–114
    uploading, 115–116
    watermarks, 117
    zip file, 116
    product promotions, 203–206
    product quality, 24
    product selection, 19–22
    product specials, 166–167
    Product URL field, 186
    products with limited distribution, 22–23
    progress indicator, 225
    properties. See variables
    public (published) version of store, 124
    Publish button, 124–127, 130
    Publish Status page (Store Editor), 125–126
    Published button, 126
    publishing
    Order Settings, 60, 218
    store changes, 53–54, 126–127
    • Q •
    quality content, 332–333
    quality products, 24
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    Quantity-text variable, 141
    queries for search engines, 382
    QuickBooks, 233
    • R •
    ratings from customers, 247
    real-time credit-card authorization, 69, 237
    Real-Time inventory, 244
    Rebuild button, 366–367
    Red Arrow (left side) button, 131
    Red Arrow (right side) button, 131
    red asterisk, 72, 234
    red green blue (RGB), 94
    redirecting URLs, 377–378
    References report (Store Manager),
    324–326
    referral e-mail marketing, 351
    Register button, 147
    registering domains, 371–374
    registering with Yahoo!, 35–36
    Regular mode (Store Editor), 128
    Regular-price-text variable, 140
    relative URLs, 104
    remote telescope markup language
    (RTML). See RTML (remote telescope
    markup language)
    repeat orders, 25
    reports
    Page Views report (Store Manager), 322
    References report (Store Manager),
    324–326
    Sales report (Store Manager),
    320, 323–324
    types of, 328–329
    Yahoo! Shopping’s top 100 searches, 327
    reputation analysis, 104, 302
    Request button, 148
    Request-text variable, 139
    researching keywords, 265
    resizing photos, 113–114
    resolution
    dots per inch (dpi), 111
    screen resolution, 91, 94, 344
    Web graphics, 111
    retailing, 10
    returns policy, 24
    revenue share fee, 235
    revenue share programs, 281
    Revert button, 367–368
    Revert panel (Checkout Manager), 226
    RGB (red green blue), 94
    Risk Tools, 237
    Rosanski, Chuck, Mile High Comics e-mail
    newsletter, 358
    Row-pad variable, 138
    RTML (remote telescope markup language)
    breadcrumbs, 388
    comparison to HTML, 385
    custom-built RTML stores, 388
    navigation, 388
    search engine optimization (SEO), 388
    tips for learning, 386
    Yahoo! Store forum, 387
    RTML 101: The Unofficial Guide To Yahoo!
    Store Templates (Siposs), 387
    RTML for Yahoo! Store — A visual quick-start
    tutorial to modifying templates
    (Whitaker), 386
    RTML Template Transfer Utility, 382, 387
    RTML templates
    downloading, 387
    search engine optimization (SEO),
    305–306, 388
    Templates button, 130
    uploading, 387
    run-of-site links, 280
    • S •
    Sale-price field, 182
    Sale-price-text variable, 140
    sales
    access speed, 343
    conversion rate (defined), 331–332
    customer service, 335–336
    demographic information, 343–344
    effect of design on, 89–91
    instilling confidence in customers,
    333–335
    load speed, 341–343
    product page design, 336–337
    quality content, 332–333
    resources, 346
    Shopping Cart, 337–339
    403
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    sales
    (continued)
    trust symbols, 335
    usability, 339–341
    viewing sales information, 320
    what works, 345–346
    Sales report (Store Manager), 320, 323–324
    sales tax rate, 55, 245
    screen resolution, 91, 94, 344
    screen shots, 118
    Screengrab extension (Firefox), 118–119
    search box, 167
    search engine filters, 382
    search engine optimization (SEO)
    algorithms (for search results order), 302
    competitors, 314–315
    copywriting, 307–310
    defined, 64–65
    Google Alerts, 384
    home page, 162–163
    keywords, 163, 306–310
    links, 275, 311–313
    measuring results, 313–314
    outsourcing, 315
    resources, 316
    RTML templates, 305–306, 388
    SEOToolSet, 383
    text, 274
    Webposition tool, 383
    Yahoo! Stores, 304–305
    search engine queries, 382
    search engines
    custom search solutions, 283
    customer search terms, 107
    Google, 302–303
    Google Desktop Search, 384
    hiding pages, 108
    internal search engine, 105–108
    iProspect study on search engine
    user attitudes, 288
    keyword density, 302
    keyword frequency, 302
    mirror sites, 377–378
    misspellings (during customer
    searches), 106
    ordering process, 64–65
    paid-search advertising, 14, 273,
    275–276, 285–291, 293–299
    premium listings, 294
    reputation analysis, 104
    spam detection, 304
    spiders, 303
    store searches, 327
    Yahoo! Search, 14
    search page, 176
    search terms, 327
    search-engine marketing (SEM),
    273–274, 288
    SearchEngineWatch.com, 299, 316
    Section button, 129
    section pages
    contents, 173
    copying, 195
    copywriting, 86–87
    creating, 190–192
    defined, 65–66, 168
    deleting, 195–196
    design, 169–170
    editing, 193–194
    empty section pages, 171
    leafed, 168–169
    moving, 193
    navigation, 101–103
    parent-child relationships, 180–181
    subsections, 170–171
    top-level, 168
    secure servers, 68–69
    Secure Socket Layer (SSL), 335
    Secure-basket variable, 141
    security companies, 335
    security key, 37–38
    selecting products, 19–22
    SEM (search-engine marketing),
    273–274, 288
    SEO Research Labs, 270
    SEO (search engine optimization). See
    search engine optimization (SEO)
    SEOToolSet, 383
    setting
    payment methods, 57
    shipping rates, 56–57
    tax rate, 55, 245
    variables, 135
    shipping
    foreign orders, 249–250
    order confirmation e-mail, 248
    order status e-mail, 74, 247
    shipment e-mail, 247–248
    shipment tracking, 248
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    Shipping Info Checkout page, 338–339
    Shipping Info page, 69–70
    Shipping Manager, 11, 248
    shipping methods, 55–56
    shipping rates, 56–57
    UPS WorldShip, 73, 248–249, 349
    UPSOnline Tools, 249
    Ship-weight field, 186
    shoppers. See customers
    Shopping Cart. See also Checkout Manager
    Add To Cart button, 65–67
    conversion rate, 337–339
    customizing, 175–176
    editing, 175–176
    functionality, 67
    info page, 174
    Keep Shopping button, 67
    look and feel, 67–68
    navigation, 99
    new features, 215
    ordering process, 67–68
    Secure-basket variable, 141
    Update Quantity button, 67
    shopping portals, 14, 278–279
    Shopping.com, 278
    Shopping-url variable, 142
    Show-order button, 145–146, 148
    Show-order-text variable, 141
    side buttons, 149–150
    signature file, 350
    single-page checkout, 219
    Siposs, Istvan
    Custom Templates NOW! e-book, 387
    Deconstructing Y-Times e-book, 387
    RTML 101: The Unofficial Guide To Yahoo!
    Store Templates, 387
    Yahoo! Store Template Reference
    e-book, 387
    Yahoo! Store Tips & Tricks, 386
    Site Builder For Dummies (Wagner), 2
    site entry point, 375–376
    site map, 132–133, 176
    SLI Systems, 283
    small businesses, 9–10
    smart fields, 184
    spacers, 146–147
    spam, 276, 304, 352–355
    specials, 166–167, 198–202
    speed test for page load time, 345
    spiders, 303
    sponsored links, 275
    sponsorships, 280
    spreadsheet software, 362
    SSL (Secure Socket Layer), 335
    Starting an eBay Business For Dummies
    (Collier), 282
    statistics
    click trails, 98, 329
    ClickTracks, 322, 383
    conversion rate, 320
    EngineReady tool, 322, 384
    graphs, 327–328
    Keywordmax, 322
    page views, 322
    Yahoo! Statistics, 320–322, 383
    stickiness factor, 333
    StoneEdge Order Management
    Software, 233
    store building. See building a store
    store design. See design
    Store Editor
    Add button, 366
    Advanced mode, 127–128
    bookmarking pages, 133–134
    building a store, 41–53, 77–79
    capabilities, 123–124
    Clipboard, 193–194
    Config page, 134
    Contents page, 132–133
    Controls page, 134–135
    copying pages, 195
    creating pages, 190–192
    database uploads, 360–369
    default settings, 127
    defined, 15
    deleting pages, 195–196
    development history, 15–16
    Edit Nav-bar, 125, 127–131
    editing pages, 193–194
    fonts, 96
    Help button, 127, 130, 147
    hidden version of store, 124
    ID (of pages), 133, 178–179
    images, 113–116
    locked pages, 125
    moving pages, 193–194
    405
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    Store Editor
    (continued)
    multiple users, 125
    navigation, 44, 99–101, 132
    New Upload button, 364
    opening, 124–125
    orphaned pages, 132
    photos, 113–116
    public (published) version of store, 124
    Publish button, 124–127
    Publish Status page, 125–126
    Published button, 126
    publishing protocols, 127
    publishing store changes, 53–54, 126–127
    Rebuild button, 366–367
    Regular mode, 128
    Revert button, 367–368
    site map, 132–133
    Update button, 125
    Upload Summary page, 365
    Variables button, 125
    Variables page, 136–142
    Store Editor Variables Guide, 228
    Store Manager
    catalog requests, 236
    configuring, 54–58
    Customer Access link, 246
    customer ratings, 247
    defined, 15
    domain names, 246
    Editor access page, 246
    e-mail when site updates, 246
    404 Error Pages/Page Not Found
    Handling, 246
    Help files, 228
    navigating, 229–230
    Order Form link, 241–243
    Order Lookup feature, 236
    Order Manager page, 234–236
    order numbers, 237
    order processing, 72–73, 230–232
    Order Settings, 218, 240–243
    Page Views report, 322
    red asterisk, 72, 234
    References report, 324–326
    Sales report, 320, 323–324
    shipping features, 247–248
    statistics, 320–322
    Track Links feature, 297–298
    Store (Merchant Solutions), 14–15
    store properties, 140–142
    store publishing, 53–54, 126–127
    store searches, 327
    Store Tags, 2, 77, 79–80
    stores
    exporting, 383
    migrating from another storefront
    system, 33–34
    site entry point, 375–376
    styles of buttons, 155–156
    subscription drives for e-mail, 355–356
    subsection pages, 170–171
    Sullivan, Danny, SearchEngineWatch.com,
    299, 316
    supplier relationships, 31–32
    Swivel online marketing tools, 282
    System Status page, 228
    • T •
    Tabke, Brett
    “The Mostly Viral Top Traffic Alternatives
    to Search Engines List,” 283
    WebmasterWorld.com, 316
    tags
    Head tags, 186–187
    Nosearch tag, 108
    Store Tags, 2, 77, 79–80
    Title tag, 64, 186
    vw-img text tag, 94–95
    taking an existing business online, 30–32
    tar file, 236
    targeting customers, 271–272
    tax rate, 55, 245
    Taxable field, 186
    technical support, 237, 368
    Template field, 181
    templates
    downloading, 387
    home page template, 163–164
    NIL templates, 181
    search engine optimization (SEO),
    305–306, 388
    uploading, 387
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    Templates button, 130
    1,040 x 768 screen resolution, 91
    Terms of Service (Yahoo!), 355
    testimonials from customers, 335
    testing
    e-mail newsletters, 357
    load time, 345
    markets, 30
    ordering process, 218
    text
    anchor text, 103–104, 311
    anti-aliasing, 120
    design, 94–95
    home page, 166
    inside photos or graphics, 120
    jaggy text, 120
    navigation, 99–101, 103–105
    search engine optimization (SEO), 274
    variables, 137
    vw-img text tag, 94–95
    Text-color variable, 137
    Text-font variable, 137
    text-link ads, 279–280
    text-link brokers, 279
    Text-Link-Ads.com, 279
    Text-size variable, 137
    Thanks For Your Order e-mail, 74
    Thousands-mark variable, 141
    thumbnail images, 113–114
    timeline for an order, 63–64
    Title tag, 64, 186
    Title variable, 136
    Tittel, Ed (HTML 4 For Dummies,
    5th Edition), 386
    tools
    ClickTracks, 322, 383
    customer service, 384
    DNSStuff.com, 384
    DomainsbyProxy tool, 384
    Dragon Naturally Speaking, 384
    EngineReady tool, 322, 384
    Google Keyword Sandbox tool, 266–267
    Google Tools, 384
    Graphic Downloader tool, 382
    Graphic Uploader tool, 382
    inventory management, 384
    Keyword Discovery tool, 381
    Open Directory Project: Online
    Keyword Tools, 270
    Order Checker tool, 382
    Order Processor tool, 382
    Overture keyword selector tool, 266–267
    RTML Template Transfer Utility, 382, 387
    SEOToolSet, 383
    Shipping Manager tool, 11
    Webposition tool, 383
    Whois.sc, 384
    Wordtracker keyword research tool,
    268–269, 381
    Yahoo! Store Backup & Feed tool, 382–383
    Yahoo! Store Export Tool, 383
    YstoreTools.com software site, 382–383
    top buttons, 149–151
    top-level section pages, 168
    touch points, 58
    Track Links feature (Store Manager),
    297–298
    tracking
    converting keywords, 269–270
    shipments, 248
    traffic
    inbound links, 312–313
    increasing, 332
    load-balancing infrastructure, 12
    paid-search advertising, 273, 289–290
    Trellian Keyword Discovery tool, 381
    troubleshooting
    database uploads, 368–369
    specials, 202
    trust symbols, 85, 335
    21 Pay-Per-Click Campaign Secrets Your
    Competition Doesn’t Know, 2004
    Edition (Goodman), 270
    Type field, 181
    Types button, 130–131
    • U •
    UltraEdit-32, 362
    Uniform Resource Locator (URL)
    domain names, 372
    Product URL field, 186
    redirecting URLs, 377–378
    relative URLs, 104
    407
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    unique visitors (defined), 337
    Up button, 131, 148
    Update button, 125
    Update Quantity button, 67
    Upload Summary page (Store Editor), 365
    uploading
    images, 115–116
    manufacturer logos, 96
    RTML templates, 387
    UPS WorldShip, 73, 248–249, 349
    UPSOnline Tools, 249
    uptime record (for Yahoo! Store), 12
    URL (Uniform Resource Locator)
    domain names, 372
    Product URL field, 186
    redirecting URLs, 377–378
    relative URLs, 104
    usability, 332, 339–341
    users. See visitors
    utilities. See tools
    • V •
    variables
    Address-phone, 140
    Availability, 141
    Background-color, 137
    Background-image, 137
    Banner-font-size, 137
    Button-edge-color, 157
    Button-edge-width, 157
    Button-padding, 156
    buttons, 139
    Button-style, 139, 155–156
    colors, 137
    Columns, 138
    Column-width, 138
    Compound-name, 141
    Contents-elements, 138
    Contents-format, 138–139
    Cross-sell-text, 141
    Currency, 141
    custom variables, 142
    Decimal-mark, 141
    Display-font, 137
    Display-font-size, 137
    Display-text-color, 137
    Email, 136
    Emphasis-color, 137
    Families, 141
    Final-text, 140
    fonts, 137
    Head-elements, 138
    Head-style, 138
    Head-tags, 140
    home button, 156
    images, 137
    Info-text, 139
    Keywords, 140
    Label-color, 137
    Label-font, 137
    Label-font-size, 137
    layout, 138
    Link-color, 137
    Mall-url, 139
    Minimum-order, 141
    Minimum-quantity, 141
    Name-image, 138
    Nav-bar, 152
    Nav-buttons, 139
    Need-bill, 142
    Need-payment, 142
    Need-ship, 142
    Order-style, 141
    Order-text, 141
    page layout, 138
    Page-format, 138, 149
    Page-width, 138
    Personalization-charge, 142
    Price-style, 140
    Privacypolicy-text, 139
    Quantity-text, 141
    Regular-price-text, 140
    Request-text, 139
    Row-pad, 138
    Sale-price-text, 140
    Secure-basket, 141
    setting, 135
    Shopping-url, 142
    Show-order-text, 141
    Store Editor Variables Guide, 228
    text, 137
    Text-color, 137
    Text-font, 137
    Text-size, 137
    Thousands-mark, 141
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    Title, 136
    Visited-link-color, 137
    Ypath, 142
    Variables button, 94, 125, 129
    Variables page (Store Editor), 136–142
    Viaweb, 15–16
    viral marketing, 348
    Visited-link-color variable, 137
    visitors
    browsers, 344
    click trails, 98, 329
    color blindness, 94
    conversion rate, 320, 331–332
    cookies, 224
    demographic information, 343–344
    design, 91
    free downloads, 356
    how they search, 265
    increasing traffic, 332
    instilling confidence, 333–335
    iProspect study on search engine
    user attitudes, 288
    operating systems, 344
    page views, 322
    search terms, 107, 327
    targeting, 271–272
    unique visitors (defined), 337
    Visual Customization module (Checkout
    Manager), 216–217
    visual design
    appealing to customers, 91
    bad design, 91
    Checkout Manager, 224–225
    color schemes, 131
    colors, 93–94
    fonts, 95–96
    good design, 91
    home page, 163–167
    importance of, 89–91
    instilling confidence, 333–335
    Internet Explorer, 91
    loading time for pages, 91
    logos, 92–93, 96
    magazine design, 92
    package design, 93
    screen resolution, 91, 94
    section pages, 169–170
    simple versus slick, 90
    text, 94–95
    trust symbols, 85
    VisualFuture.com, 383
    vw-img text tag, 94–95
    • W •
    Wagner, Richard (Site Builder
    For Dummies), 2
    watermarking product photos, 117
    Web graphics
    resolution, 111
    text inside graphics, 120
    Web hosting, 14
    Web usability, 332, 339–341
    weblogs, 282–283
    Webmasterworld PPC forums, 299
    Webmasterworld.com, 316
    Webmasterworld’s Keyword
    Research Forum, 270
    Webposition tool, 383
    Whelan, Jill, SEO expert, 316
    Whitaker, Michael
    CSS recommendations, 224
    RTML for Yahoo! Store — A visual quick-
    start tutorial to modifying templates, 386
    Yahoo! Store Tips & Tricks, 386
    who uses Yahoo! Store, 12–13
    Whois.sc tool, 384
    WinZip, 236
    word choice in navigation system, 99
    Wordtracker keyword research tool,
    268–269, 381
    workaround for above the fold placement
    of Order button, 67
    writing
    copywriting, 86–87, 307–310
    IDs (of pages), 179
    privacy policy, 175
    • Y •
    Yahoo! Directory, 276–277
    Yahoo! ID, 35–37
    Yahoo! Merchant Solutions
    accounts, 10, 38–40
    domains, 14, 371, 373
    e-mail, 14
    409
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    Yahoo! Merchant Solutions
    (continued)
    Merchant Solutions Getting
    Started Guide, 2
    package comparison, 11
    Store, 14–15
    Web hosting, 14
    Yahoo! Search, 14
    Yahoo! Search Marketing, 14, 286–287, 299
    Yahoo! Shopping, 14, 278–279, 327
    Yahoo! Small Business, 13
    Yahoo! Statistics, 320–322, 383
    Yahoo! Store
    Backup & Feed tool, 382–383
    branding, 85
    community, 11
    costs, 11
    defined, 10
    Developer Network, 11, 82–83
    Export Tool, 383
    features and tools, 11
    forum, 387
    load-balancing infrastructure, 12
    Marketing and Development Web site, 6
    Merchant Solutions Packages, 11
    migrating a store from another
    storefront system, 33–34
    search engine optimization (SEO),
    304–305
    uptime record, 12
    who uses it, 12–13
    Yahoo! Store Template Reference e-book
    (Siposs), 387
    Yahoo! Store Tips & Tricks (Whitaker
    and Siposs), 386
    Yahoo! Technical Support, 237, 368
    Ypath variable, 142
    YstoreTools.com software site, 382–383
    • Z •
    Zeal.com directory, 277
    zipped file, 116, 236
    410
    Starting a Yahoo! Business For Dummies