In this post we interview Eddie Lichstein about the evolution of eCommerce over the past decade and why it’s more important than ever for online stores to act like local butcher shops, i.e. to create curated offers for their customers. Eddie is a ten year eCommerce veteran and the co-founder of Autoplicity. He’s also a co-founder of Rejoiner, where he leads marketing and retailer evangelism.
Who are you and what do you do?
I’m one of the co-founders at Autoplicity, and I currently work as a creative director for the company. My job is to keep growing our customer reach which means constantly looking for new marketing channels. I also joined Rejoiner in the past year to lead marketing and retailer evangelism.
How long have you been involved in eCommerce?
This is my tenth year in eCommerce. I’ve worked on two projects with Autoplicity being the biggest.
It’s hard to believe the January is practically behind us already. We’ve been heads down working on some substantial product improvements and wanted to share a few small highlights with you that we just released:
Easier email testing
After launching the new Rejoiner dashboard a couple of weeks ago, we got a ton of great feedback from you on how we could make it even more powerful. We just released some new improvements which we’ve outlined below.
Abandoned form data: From now on, if you click on the email address of a customer who has abandoned, you will now see a modal window showing the form data the customer entered into your checkout page before abandoning. This is useful for identifying customers who tried to use a special promo code or if you’d like to give them a call to see why they abandoned their order.
by Mike Arsenault on December 1, 2013 with2 Comments
Today is launch day for the new Rejoiner dashboard. The new dashboard represents a huge leap forward both in terms of the insight we’re providing about the cart abandonment activity happening on your site, as well as how we’re able to demonstrate the value created by your Rejoiner campaign.
We put together a quick demo (above) that goes through each new feature and we’ve also documented some of the improvements here for you as well.
Delivering a well-timed cart abandonment email creates an opportunity to continue the conversation with a very important constituency of customers: those that carted an item, started the checkout process, but for some reason chose not to convert.
The main reason why this customer is so important boils down to buying intent. Abandoning customers have exhibited a level of buying intent that is far greater than a site visitor who simply visits your homepage or browses a product page. The cart abandoner represents a gold mine of qualitative information when it comes to uncovering the friction points that caused them to abandon in the first place.
For the next installment of our cart abandonment email analysis series, we’re going to look at America’s largest pet pharmacy: 1-800-PetMeds. 1-800-PetMeds has been one of the best sources for pet medications, pet vitamins, pet supplements and pet supplies for years.
While 1-800-PetMeds offers great savings, I could see a lot of people rethinking their decision to purchase at checkout because of the convenience and security of purchasing straight from their veterinarian, even at a much higher price.
Once again, here are the criteria we’re looking at for our analysis:
Setting up a conversion funnel in Google Analytics is a simple task that every retailer on the planet needs to have in their toolkit. Not only does it empower you to understand how and when people drop out during your conversion process, it also allows you to measure your cart abandonment rate over time.
Setting up a funnel in your account allows you to identify “leaky buckets” when it comes to conversion on your site that you wouldn’t otherwise be able to see. There are two central ideas when it comes to setting up these reports for your site: a goal & a funnel. A goal can be a number of different things:
A url destination ex. /confirmation.php
A duration ex. 5 minutes onsite
Pages/screens per visit ex. 5 pages
Event ex. clicked “buy now” button
A funnel represents the path that a customer takes to reach your goal. For the purposes of measuring cart abandonment, we’re going to use a URL destination as our goal. Typically, that destination is your thank you page or order confirmation page.
To get started building funnels on your site, we put together a short video to walk you through the process. We hope it’s helpful! If video isn’t your thing, read on for written instructions as well.
How to Set Up a Funnel
For the sake of this demo, we’re going to use a multi-step checkout as our path to conversion.
Sign into your Google Analytics account and click “Admin” in the upper right-hand corner.
Choose the profile that you’ll be setting up the funnel for and click on “Goals”
To set up a new goal, click “CREATE A GOAL”
Next, you’ll set up a description and the type of goal you’d like to track. For cart abandonment, choose “URL Destination” and name your goal checkout.
Next, set the Funnel Option to “On”. To a test checkout as your customer would, noting each step in the process. Add in the additional steps as the funnel leading up to your confirmation page.
Step 1. Cart Page ex. /checkout/cart/
Step 2. Checkout Page ex. /checkout/onepage/
Save your new goal. The data for your funnel report will be available the following day.
Are you a retailer who needs some extra help with setting up your funnels? Give us a shout!
Let’s face it. As much we complain about email overload, it’s an absolutely essential component of any successful online retail business. Email has the ability to lubricate every interaction you have with your customers, providing reassurance, confirmation, and support at every touchpoint. Smooth first-time transactions generally lead to smooth repeat transactions (which are great for everyone).
According to a recent study by Experian, the volume of email sent in Q1 2013 increased by 11.6%. Even with the increase in volume, unique open rates also increased by 9.7%. This is an important datapoint for retailers. Consumers are getting more email and opening more too.