Beyond the Cart

Today we're talking about the customer journey. Do you know yours? If you are not sure, then you need to put pen to paper. It is vital that you understand the different types of customers that are purchasing your product, how they interact with your sales process, and what type of support they need.

Today's Topics

• Understanding customer types
• Leveraging your sales process
• The problem with being unreachable
• Documentation and iterations
• The number of products versus customer types
• The impact of lifecycle timelines (featuring two real-world stories)
• Identifying your best customers

Today we're talking about your website's average order value (AOV). Why it's important, how to increase it, and why it must factor into your ecommerce plan. We'll share some of the ways to simplify the checkout process and advice on how to nudge customers towards adding more to their carts. 

Today's Topics

• Your average order value (AOV) and other metrics 
• Increasing AOV with free shipping 
• Considering a loyalty and other spend level rewards
• Showcasing add on accessories or related products
• Product bundling and other incentives

Today's episode is titled "Where Are We Now." If you were listening in season one, you know that we had some delays in getting our product launched. We're going to talk about where we're at with that, user testing, and we're also going to share a little bit more about what season two has in store.

Today's Episode Includes:

• We have a warehouse!
• Product prototypes
• User testing
• Next steps

Today in the final episode of season one, Nora and Andy are talking all things customer service, and how small choices you make can have a big impact on your brand and customer loyalty. From product returns to nurturing campaigns, we touch on many topics that will be sure to get your own ideas flowing. Plus, we'll share a progress update on Bilberry West and what you can expect from season two of Beyond the Cart. 

Today's Episode Includes:

• Customer service as a company-wide responsibility 
• Product Returns 
• Shipping and packaging
• Discount programs 
• Customer nurturing campaigns
• Customer notifications 
• Update on Bilberry West

Today, in episode nine, we're talking tax collection with Meg Higgins, VP and GM, ecommerce and marketplaces for Avalara. Come discover how a tax technology like Avalara is a critical tool for businesses large and small. 

Today's Episode Includes:

• The current landscape of ecommerce taxes in 2021
• What to look for in an ecommerce sales tax solution
• How tax collection impacts customer experience
• Getting started with a tax technology partner
• What the heck "economic nexus" means
• Planning for growth

Today, in episode eight, we're talking to one of our largest ecommerce success stories. Come discover how we brought this traditionally brick and mortar business online with special guests, Callisters Christmas. 

Today's Episode Includes:

• Failing (Twice)
• Types of Products
• Customization & Personalization
• In-Store versus Online Customers
• Finding Success

BONUS EPISODE:  Did you hear? Mailchimp has entered the ecommerce game. We can't help but think... "Um...what?" Today we're taking a break from our previously scheduled programming to discuss this new tool, the evolution of ecommerce platforms, and the abundance of integration options for small businesses.

Today's Episode Includes:

• Mailchimp's Market Share
• "Easy-to-use" Tools
• Options for Retailers
• Taking on Shopify
• Incomplete "Integrations"

Today, in episode seven, we're digging deep into the transactional experiences related to user design. We'll share some of our pet peeves and quick wins you can take action on today. Join hosts Andy and Nora as they welcome our first guest, Lightburn's lead UX/UI designer, Caitlin Mackay to discuss user design and online experiences for your ecommerce website or application. 

Today's Episode Includes:

• Qualitative & Quantitative Metrics
• Identifying User Experience (UX) Issues
• The Mobile Versus Desktop Experience
• The Necessity of Form & Function
• Checkout Through Delivery & Support
• Data Security Certificates
• Optimizing for Mobile
• Shipping & Tracking
• Communication, Communication, Communication
• But Wait, Don’t Let Your Upselling Get Irritating
• Tools of The Trade, Mapping It All Out
• Investing In A Site Rebuild, Redesign, or Remodel?
• Bringing the In-store Experience Online 

Today, in episode six, we're shifting over to marketplaces. How they are a key part of our plan for Bilberry West and why you may want to consider omnichannel marketplaces for your business.

Today's Episode Includes:

• Amazon, Target & Etsy
• Margins & Commissions
• Market Sharing
• Integrations & Fees
• Drop Shipping
• Other Markets & Retailers

When you think of marketing strategy, does do your eyes light up, or do they glaze over? Today, in episode five, we'll help you understand how to get the ball rolling with your own marketing strategy. It's a big, beefy topic and we cover a lot of ground and offer real-world advice on how to move forward without getting in your own way.

Today's Episode Includes: 

• Episode Two Update: Ecommerce Platforms 
• Goals & Objectives
• Competitor & Marketplace Research
• Creating Space for Your Brand
• Understanding Your Customer Model
• Budget & Channel Planning
• Conversions & Returns
• Change & New Technology