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Copyrighted Material 36_588737 bindex.qxp 2/27/06 11:31 PM Page 389 Index tips, 283 • Numerics • viral marketing, 348 21 Pay-Per-Click Campaign Secrets Your affiliate programs, 280–281 Competition Doesn’t Know, 2004 Edition Alertbox column (Nielsen), 346 (Goodman), 270 algorithms (for search results order), 302 80/20 rule, 31, 284 alphanumeric ID (of pages), 133, 178–179 404 Error Pages/Page Not Found alternate product shots, 116 Handling, 246 analytics software, 383–384 800 number, 334 anchor text, 103–104, 311 800 x 600 screen resolution, 91 anti-aliasing text, 120 1,040 x 768 screen resolution, 91 asterisk (red asterisk), 72, 234 auctions, 281–282 authors (as online merchants), 13 • A • author’s contact information, 6 Auto–Order Notification e-mail, 59–60 About.com directory, 277 autoresponders, 352 above the fold, 65, 67 Availability variable, 141 abstract, 64 Abstract field, 185 access speed, 343 • B • activating the Checkout Manager, 218 Add button, 366 background colors, 137 Add To Cart button, 65–67 background images, 137 Address-phone variable, 140 Background-color variable, 137 adjusting brightness, contract, color Background-image variable, 137 balance in images, 119 bad design (defined), 91 Adobe Photoshop, 118–119 Banner-font-size variable, 137 Advanced mode (Store Editor), 127–128 Bar-Delimited files (database uploads), 362 Advanced Settings module (Checkout bestselling products, 197–198 Manager), 217, 224–226 Beta test for Checkout Manager, 216 advertising bid amounts, 292–295 affiliate programs, 280–281 Billing Info Checkout page, 339 auctions, 281–282 COPYRIGHTEDBilling MATERIAL Info page, 69–71 blogs, 282–283 bitmap files, 111 content ads, 295 BizRate shopping portal, 278 directory listings, 276–277 Black, Mike, president of Internet e-mail newsletters, 276, 351 Marketing Resources, 303 paid-search advertising, 14, 273, blacklists, 357 275–276, 285–299 blogs, 6, 282–283 referral e-mail marketing, 351 Bock, Brian, Yahoo! Store developer, 133 revenue share programs, 281 Boisvert, Paul, Yahoo! Store Senior sponsorships, 280 Technical Content Producer, 118 text-link ads, 279–280 bookmarking pages, 133–134 borders around product photos, 119 36_588737 bindex.qxp 2/27/06 11:31 PM Page 390 390 Starting a Yahoo! Business For Dummies BOTW.com directory, 277 home page, 165–166 branding icon buttons, 157–159 Checkout Wrapper, 220–221 Index button, 147 corporate identity, 85 Image button, 129 home page, 162, 166 Info button, 99, 145–147 Yahoo! Store branding, 85 Item button, 129 breadcrumbs, 65, 388 Layout button, 131 browsers of visitors, 344 Link button, 129 bugs in Checkout Manager, 226 Keep Shopping button, 67 building a store Look button, 131 copywriting, 86–87 padding, 156 design elements, 84–86 placement of, 144, 149–151 doing it yourself, 80–81 Mail button, 147 hiring someone to do it, 81–82 Manager button, 129–130 offshore designers, 81 Move button, 129 product data, 83–84 navigation buttons, 152–155 with Store Editor, 41–53, 77–79 New Upload button, 364 with Store Tags, 2, 77, 79–80 Next button, 147 Building Your Business with Google For Order button, 65–67 Dummies (Hill), 299 Place Order button, 70 Bulk Image Upload feature, 116 Privacypolicy button, 147 Burke, David, VisualFuture.com, 383 Publish button, 124–127, 130 Burmeister, Mary (HTML 4 For Dummies, Published button, 126 5th Edition), 386 Rebuild button, 366–367 business e-mail, 14 Red Arrow (left side) button, 131 business model, 17–19, 27–28 Red Arrow (right side) button, 131 Button-edge-color variable, 157 Register button, 147 Button-edge-width variable, 157 Request button, 148 Button-padding variable, 156 resources, 159 buttons Revert button, 367–368 Add button, 366 Section button, 129 Add To Cart button, 65–67 Show-order button, 145–146, 148 Checkout buttons, 225 side buttons, 149–150 Config button, 131 spacers, 146–147 Contents buttons, 130, 148–149 styles, 155–156 Controls button, 131 Templates button, 130 custom buttons, 157–159 top buttons, 149–151 Database Uploads button, 131 Types button, 130–131 Download button, 146 Up button, 131, 148 Edit All button, 129 Update button, 125 Edit button, 129 Update Quantity button, 67 editing, 152–155 variables, 139 E-mail button, 146 Variables button, 94, 125, 129 Empty button, 146–147 workaround for above the fold placement Find button, 130 of Order button, 67 Function buttons, 145–148 Button-style variable, 139, 155–156 Help button, 127, 130, 147 buyers. See customers Hide Help button, 130 buying cycle, 265 Home button, 145–147, 156 36_588737 bindex.qxp 2/27/06 11:31 PM Page 391 Index 391 opening, 216 • C • Page Configuration module, 216, 221–223 CAN-SPAM Act of 2003, 352–354 previewing, 217 Caption field, 65, 67, 185 progress indicator, 225 Cart. See also Checkout Manager publishing Order Settings, 218 Add To Cart button, 65–67 Revert panel, 226 conversion rate, 337–339 single-page checkout, 219 customizing, 175–176 test orders, 218 design, 67–68 Visual Customization module, 216–217 editing, 175–176 Checkout Manager Guide, 228 functionality, 67 Checkout Wrapper, 220–221 Keep Shopping button, 67 child pages, 171 navigation, 99 choosing a domain name, 371 new features, 215 Clay, Bruce, SEO expert, 316, 383 ordering process, 67–68 click trails, 98, 329 Secure-basket variable, 141 clickable ads, 291 Update Quantity button, 67 ClickTracks, 322, 383 cascading style sheets (CSS), 224 Clipboard, 193–194 Catalog Manager, 229–230 Code field, 182 catalog requests, 236 Cole, Dan changing Graphic Downloader tool, 382 colors, 94 Graphic Uploader tool, 382 domain information, 373–375 Order Checker tool, 382 Checkout buttons, 225 Order Processor tool, 382 Checkout Manager RTML Template Transfer Utility, 382, 387 activating, 218 Yahoo! Store Backup & Feed tool, 382–383 Advanced Settings module, 217, 224–226 Yahoo! Store forum, 387 Beta test, 216 Collier, Marsha bugs, 226 eBay For Dummies, 282 Checkout buttons, 225 eBay Timesaving Techniques For cookies, 224 Dummies, 282 CSS (cascading style sheets), 224 Starting an eBay Business For custom fields, 223 Dummies, 282 customer messages, 222 color blindness, 94 Customer Ratings, 221 colors design, 224–225 background colors, 137 disabling, 226 changing, 94 documentation, 216 color schemes, 131 enabling, 226 design, 93–94 fields, 222–223 progress indicator, 225 flow settings, 218–220 RGB (red green blue), 94 “Getting Started Guide for Checkout variables, 137 Manager,” 216 Variables button, 94 Gift Options, 221 Columns variable, 138 Global Settings module, 216, 219–221 Column-width variable, 138 Help files, 216 Commission Junction affiliate Item Option Validation, 226 programs, 281 multiple-page checkout, 219 community of Yahoo! Store owners, 11 new features, 215–216 36_588737 bindex.qxp 2/27/06 11:31 PM Page 392 392 Starting a Yahoo! Business For Dummies comparison of Merchant Solutions viewing, 320 Packages, 11 what works, 345–346 competitors converting keywords merchandising secrets, 205 defined, 254 search engine optimization (SEO), sources of, 257–264 314–315 tracking, 269–270 Compound-name variable, 141 cookies, 224 compressed file, 236 copying compressing images, 111 product pages, 195 Config button, 131 section pages, 195 Config page (Store Editor), 134 copywriting, 86–87, 307–310 configuring corporate identity, 85 inventory, 244 costs for a Yahoo! Store, 11 Order Settings, 240–243 creating Store Manager, 54–58 IDs (of pages), 179 confirming orders, 58–59, 70, 248, 348–349 product pages, 190–192 Constant Contact e-mail referral section pages, 190 service, 351 credit cards consumer protection groups, 335 accepting payments from, 10 contact information, 334 automatic processing, 238–239 content ads, 295 CVN (credit-card verification contents number), 237 defined, 171–172 logos, 335 home page, 172 manual processing, 70, 239 product pages, 173 offline processing, 240 section pages, 173 real-time credit-card authorization, Contents buttons, 130, 148–149 69, 237 Contents page (Store Editor), 132–133 Risk Tools, 237 Contents-elements variable, 138 Crockatt, Tor, search marketer, 268 Contents-format variable, 138–139 cropping photos, 119 Controls button, 131 cross-selling Controls page (Store Editor), 134–135 Cross-sell feature, 209–211 conversion rate Cross-sell-text variable, 141 access speed, 343 Family field, 186 customer service, 335–336 free gift with purchase, 211 defined, 331–332 CSS (cascading style sheets), 224 demographic information, 343–344 CSS Web Design For Dummies effect of design on, 89–91 (Mansfield), 310 instilling confidence in customers, CSV text files (database uploads), 362–363 333–335 Currency variable, 141 load speed, 341–343 custom buttons, 157–159 product page design, 336–337 custom fields in Checkout Manager, 223 quality content, 332–333 custom search solutions, 283 resources, 346 Custom Templates NOW! e-book (Siposs), 387 Shopping Cart, 337–339 custom variables, 142 trust symbols, 335 custom-built RTML stores, 388 usability, 339–341 Customer Access link (Store Manager), 246 36_588737 bindex.qxp 2/27/06 11:31 PM Page 393 Index 393 customer messages, 222 Revert button, 367–368 customer ratings, 221, 247 spreadsheet software, 362 customer service step-by-step instructions, 363–368 current state of in retailing, 10 technical support, 368 e-mail, 348–351 text editor, 362 home page, 162 troubleshooting, 368–369 product knowledge, 10 Upload Summary page, 365 tools, 384 Database Uploads button, 131 what to offer, 335–336 Decimal-mark variable, 141 customers Deconstructing Y-Times e-book (Siposs), 387 browsers, 344 deep links, 280, 312–313 click trails, 98, 329 default settings
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