‘GLUE’ (Giving Little Unexpected Extras), Could Be Your Stores’ Key to Success

‘GLUE’ (Giving Little Unexpected Extras), Could Be Your Stores’ Key to Success

How many times have you received a package in the mail that had a special surprise that made you smile? Maybe it was free merchandise, or gift wrapping you hadn’t asked for, or a personal, handwritten thank you note. 

As we say, a little goes a long way, and can be a huge driver of customer loyalty. That’s why Giving Little Unexpected Extras, or GLUE, is a strategy that works for many eCommerce businesses—and it could work for yours too. GLUE entails going slightly above and beyond expectations—not enough to break the bank and ruin your profitability, but enough to delight customers and build a sense of loyalty that turns one-time shoppers into long-term customers.  

There’s a spirit of generosity to GLUE that obviously bodes well for the holiday season, but which could—and should—be applied year-round. Here are six ways you could Give Little Unexpected Extras to your apparel web store customers into the New Year. 

 

  • Offer Personalization of Products
    Customized products tend to grow in popularity around the holidays, but they can also be enjoyed year-round for birthdays and other gifts. Turn your products into unique, memorable gifts by offering personalization options.

    This could mean offering embroidery of recipients’ names on clothing items like jackets or shirts, or allowing customers to choose their own unique colorways on items like shoes. Personalization options can be limited to certain high-value products or when customers reach a certain value threshold with their orders.

    Anya Hindmarch has a whole Bespoke collection, including bags, accessories and face masks that can be personalized with embroidered initials. Luggage brand Away offers stylish monogramming of their bags and suitcases for an additional fee, with options for placement, style and color of up to three letters. 
  • Give Affordable Branded Gifts or Special Merchandise
    As we said before, a little goes a long way! Stand out from many brands by including small branded gifts, samples or merchandise with orders. This could include anything from stickers, pins or pens, to tote bags or face masks. With so many options available it comes down to what makes sense for your brand, and also your budget.

    Make it economically viable by including gifts only with certain value orders, or for a limited time only. Include a note encouraging the shopper to share their purchase on social media—that way you get maximum return on investment. You could also sell this special merchandise. As your store builds a devoted following and sense of fandom in your community, branded merchandise becomes particularly covetable and encourages a sense of collectibility.

  • Make Charitable Contributions
    We’ve mentioned before how important it is to consumers today to support brands that they feel are making a positive difference. Make your customers feel like they’re part of your philanthropy or ethical commitments by supporting causes you all care about when they shop with you.

    Savvy brands nowadays are donating a percentage or set amount from the sale of certain items or sales from their entire inventory to charities or organizations they have partnered with or identified as important and relevant to their values. Some brands like Toms and Bombas are also donating items, where possible. Even savvier brands make sure to communicate their charitable commitments on their website as well as on their packaging, such as Nike, with their shoe boxes that tell their customers “you helped plant a tree,” or Allbirds, who has an all-in-one shoe box and mailing box for their sustainably made shoes. Make a difference and make your audience aware of where you stand, and build a loyal following in the process.
  • Provide Extra Support
    Have extra customer service on deck to ensure that your store goes above and beyond the norm and exceeds customer expectations. All too often shoppers are greeted by badly programmed chatbots or made to wait in a long line on the phone, while being reminded that their call is “important.”

    Instead of telling your customers that you appreciate them with an automated message, show them with warm, human interactions via phone, email, chat and direct message. Provide plenty of options for assistance—Everlane has a note on their product pages saying “Want this item today? Text us.” As we all know, actions speak louder than words, and customer service remains a powerful way to demonstrate that.

Conclusion

The season of giving doesn’t only have to occur once a year. Make a habit of giving your apparel web store customers memorable moments and you’ll find your apparel web store benefits too. Talk to us today about implementing any of these ideas and Give Little Unexpected Extras to your customers into the New Year.

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How to Ensure your Web Store is ADA Compliant

How to Ensure your Web Store is ADA Compliant

How accessible is my website? That’s a question everyone should be asking, but unfortunately not everyone does. Despite it being more than 30 years since the Americans With Disabilities Act (ADA) was signed into law, website accessibility isn’t as universally common as it should be. 

 

A recent study of the top million websites found that 98.1% of home pages failed to comply with the leading set of Web Content Accessibility Guidelines (WCAG). This is bad not only from an ethical perspective, but from a legal standpoint, too. Websites that don’t meet web accessibility guidelines are at risk of receiving an ADA penalty, and lawsuits are up almost 25% year on year. It’s also bad from a business perspective, as these websites are also most likely losing business to the one in four—or 61 million—adults in the US living with a disability. 

 

So how do you make sure your website and/or mobile app is accessible to people with disabilities? First, you need to know about ADA compliance and eCommerce.

Understanding the ADA

The ADA consists of five main titles, but Title III (Public Accommodations) is the main one that concerns eCommerce. It requires businesses that serve the public make “reasonable modifications” to their usual way of doing things in order to accommodate persons with disabilities. It also requires that they take steps necessary to communicate effectively with customers with vision, hearing and speech disabilities.

 

There has been some confusion among merchants because the ADA doesn’t specifically mention eCommerce businesses—probably because it was signed into law before eCommerce was really widespread. There are those who continue to debate whether the ADA applies to only companies that have brick and mortar stores as well as eCommerce websites, and not to eCommerce-only companies. But most courts agree that websites are accountable under Title III. 

 

Currently, the WCAG 2.0 guidelines are generally considered to be the standard, and the Accessibility Guidelines Working Group expect to publish the First Public Working Draft of WCAG 3.0 in January 2021, with the final version slated for after 2022. 

 

In the meantime, here are some things you can do to ensure your website adheres to the current guidelines.

How to make your eCommerce website ADA-compliant

  • Support the latest browsers
    Visually impaired individuals are able to navigate websites through the use of a screen reader, which is software that reads the text and converts it to audio. However, websites must use code that is understood by screen readers. Most issues with screen readers occur because of browser compatibility issues, so making sure your site supports the latest browser versions is a good first step.

     

  • Ensure menus are navigable
    Menus on your website should be compatible with screen readers by using the tab key to go to the next element and shift+tab to go to the previous element. Menu buttons should be accessible using the left and right arrow keys, and drop-down menus should be accessible using the up and down arrows.

     

  • Add alternative text to images
    Alternative text must be embedded behind images and it must clearly describe the image. Proper headers must also be used. Otherwise, the screen reader will interpret it as “blank” or simply “image.”

     

  • Add sign language to your key videos
    Many deaf people who have been hearing impaired since birth cannot read written words, they “read” only sign language. Sign language can help make your videos more accessible for those people.

     

  • Include open or closed captions in your videos
    Regardless of whether or not you add sign language videos, you really should include captions or subtitles in videos on your site. This not only ensures your video content is accessible to everyone, it can also boost your views, since many people like to watch videos with the sound off.

     

  • Use high-contrast colors
    Low-contrast colors make it hard for visually impaired people to identify critical buttons or even differentiate between the foreground and the background.

     

  • Name your links with anchor text
    Using links that describe the page you’re linking to, as opposed to “click here”, not only improves your SEO, it also makes your website more accessible to people using a screen reader.

     

  • Make links visible and accessible
    Put your links in a contrasting color so that they’re visible, and ensure your pages are designed so that people can easily navigate to them using the arrow and tab keys on their keyboard. It should also be clear if links open in a new window.

     

  • Don’t use any design techniques that can cause seizures
    Make sure your website doesn’t use any content that flashes more than three times per second, as this is likely to cause seizures in people with epilepsy.

     

  • Have clear written content
    Use clear fonts with adequate spacing between letters. Organize your written content using descriptive headings, and use concise product descriptions. Also ensure the language you use can be programmatically determined.

     

  • Use practical form design
    Side-by-side information can be difficult for screen readers to parse, so opt for stacked designs with your forms. To be as user-friendly as possible, place labels or instructions outside of the field, so they can be referenced while they’re being edited by the user. Consider the length of the likely response and factor that into the design of each field. And always use asterisks to denote required fields.

     

  • Errors on forms should be clearly communicated
    When a user has to input information into a form on your website (such as shipping information), any errors that are automatically detected must be communicated clearly and described to the user. The user should be able to clearly identify which field is invalid.

     

  • Be adaptable and ready to help
    Ensure your customer service is in working order and ready and able to help via a number of different mediums (phone, email, web chat), should your visitors need any assistance. If you’re called upon to make a change to make your website more user-friendly, be ready to rise up to meet that need.

Conclusion

InteractOne has performed ADA compliance for several clients, and we are best suited to help companies who are on the Magento, BigCommerce and Shopify platforms. Talk to us today about how we can help you make your website fully ADA compliant.

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Magento’s Most Recent Platform Update

Magento’s Most Recent Platform Update

Recently, Adobe announced their last Mid-Quarter Release (MQR) for 2020 that include enhancements you need to know. Keep scrolling to check out important Magento Commerce updates and features.

NEW MAGENTO COMMERCE FEATURES AND UPDATES INCLUDED IN THIS MQR:

  • Product Recommendations Expansion: As a way to deliver more Adobe Sensei value to merchants, Magento has added Visual Similarity to their product recommendations portfolio. Visual Similarity finds products that are visually similar to what shoppers are viewing on their screen by using computer vision. This update helps drive wider catalog exposure, especially to items that have high discoverability needs in a large catalog. To further create even better recommendation experiences, make sure to check out Catalog Sync and Inclusion/Exclusion Filters.
  • Magento Business Intelligence Enhancements: Focusing on multiple areas of your business, Adobe’s Business Intelligence released four new dashboards (Business Intelligence v3.0). Executive and Customer Level dashboards provides  an overview and better understanding of your business. Then, the Order and Product Level dashboards dive deeper to give  a more definitive understanding of the health of your business. Lastly, Adobe introduced Heat Maps as a new visualization feature. Heat Maps allows you to see across multiple dimensions at once. For more information about Business Intelligence, you can check out Adobe’s Tips & Tricks video on Business Intelligence and Marketing Analysis or contact one of our team members.
  • Managed Alerts: By monitoring 200 metrics, you can proactively track your performance on the Magneto platform, take steps to resolve site performance issues and avoid downtime. In Adobe’s last launch, you may have noticed that they supported four different categories of alerts — CPU, APDEX, disk and memory. Now in this update, they have added two new categories: Redis memory and Maria DB alerts. If you would like to stay up to date with these categories, sign up for Managed Alerts notifications by logging into your New Relic dashboard.

For more information or help understanding these updates or improving your webstore, please feel free to reach out to our team at InteractOne at any time.

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UPDATED: Top 10 Magento Extensions for 2021

UPDATED: Top 10 Magento Extensions for 2021

With the new year fast approaching, it’s time to take stock of your business and identify any areas that could be improved upon. Of course, there are plenty of apps and extensions for that, but how do you know which ones are the best? 

We’ve identified our top 10 Magento third-party apps and extensions that will make your eCommerce website the strongest it can be. They’ll also make your life as a merchant that much easier. 

Read on for our list and let us know if there are any you’re missing on your website.

10. Urapidflow Product Import/Export

uRapidFlow is one of the most feature-rich and robust product and sales export and import extensions for Magento. It lives up to its name by providing lightning-speed importing and exporting of all of Magento’s product and sales data. With this extension you can import, export or update thousands of records in a matter of minutes. You can also set up multiple profiles and export or import product data and order data to and from different locations using FTP. This extension is the easiest to use when importing Magento product or order information. You can synchronize data between Magento installations and integrate with other applications using CSV, SOAP or XMLRPC interface.

uRapidFlow

9. Xtento

Xtento aims to make life easier for developers, store owners and merchants, and it achieves that as the most stable and powerful order export and shipment tracking import solution available for Magento. This extension allows merchants the flexibility to set up multiple profiles and export your orders to many different places using one extension. These exports can be done in any text-based format (Text/TXT, Tabbed, CSV/Excel, XML, JSON, SQL, ASCII/Fixed-Length Files) and can include any required field. Xtento can be used to connect your store to almost any CRM, ERP, warehouse, dropshipping or shipping system. Merchants are also empowered to set up an unlimited number of export profiles. All of this can be accomplished from within the admin interface of the extension. 

Xtento

8. Advanced Subscription Products

If you’re selling a product or service on subscription then this extension may be a great solution for you. Advanced Subscription Products for Magento 2 by Aheadworks allows you to create subscriptions with multiple products, create separate shopping carts for subscriptions and more. It helps merchants maximize profits and engage returning purchasers by giving them flexibility and control over subscriptions and the ability to update, renew or extend them with ease. It works with various payment methods including Adyen, Cash On Delivery, Authorize.net, Stripe and NMI. The extension can also handle multiple languages and stores, allowing you to localize recurring payments and subscriptions to all possible markets. This is a big win for B2B businesses. 

Advanced Subscription Products

7. SEO Suite Ultimate Extension

This all-in-one SEO extension by Mageworx is the most popular of its kind for a reason. It covers a full range of onpage SEO activities, from optimizing small page elements to building a well thought out site architecture. Its advanced templates allow you to mass-optimize any meta values, descriptions, URL keys, SEO names and so on for any of your products, categories, CMS and category filter pages. Improve your store click-through rates and boost its visibility with advanced rich snippets. The extension also comes complete with a full arsenal of SEO tools, allowing you to tackle such tasks as eliminating duplicate content, adding breadcrumbs and setting redirects. It also includes the Wave Crypto Payments extension, which enables merchants to collect crypto payments via their eCommerce store. 

SEO Suite Ultimate Extension

6. ShipStation

While we’re on the topic of shipping, ShipStation is another favorite of the InteractOne team. ShipStation is excellent for merchants who need a shipping label printing solution that can scale. Its built-in automation engine allows merchants to have a hands-off approach with a low overhead, all while providing branded and customized labels, packing slips and shipping confirmation emails. It provides a geo-tracking page featuring your brand, social media links and messaging, and a custom self-service portal for fast, hassle-free customer returns. ShipStation even tracks your inventory so you’ll never run out of stock, and provides detailed analytics. If you have multiple Magento stores, ShipStation also allows you to manage and organize them all from a single account. It also boasts integrations with ERP systems like Acumatica and Netsuite, and is fully integrated with more than 25 shipping carriers

ShipStation

5. ShipperHQ

This app is a must-have for most Magento merchants—we touched on this in our blog about Magento’s Top Shipping Rate Quote Solutions. ShipperHQ gives you control over the shipping rates and methods you show customers at checkout, while also providing you with a wealth of options such as multi-origin shipping, in-store pickup, live LTL rates and backup carriers. Set up shipping rules based on what you sell, where a customer is located and more, and automate how boxes are selected for each order for more accurate shipping rates with dimensional packing. ShipperHQ also allows for customization in their Magento extension, allowing you to make adjustments within the Magento checkout code and cover every feature you may require for powering shipping quotes.

4. Klaviyo

Klaviyo is a platform that provides complex customer insights in uncomplicated ways to help you build strong relationships and deliver highly effective marketing. Its power lies in its segmentation and targeting. Its web-tracking system is top notch as it uses specific browsing behavior to segment visitors so they receive specific ad campaigns and emails based on their on-site activity. Klaviyo will help you identify the visitors to your site, who looked but didn’t buy, who is a frequent visitor, who hasn’t visited recently, who left their cart full without purchasing, and so on. With these next-level insights and fine-tuned personalization, you can implement a campaign designed around your visitors’ site-specific actions, helping to dramatically increase your ROI.

3. TaxJar

It’s always tax season for businesses, and our number-one choice to help you with your eCommerce taxes is TaxJar. Currently being utilized by more than 20,000 businesses worldwide, TaxJar is a favorite of large and small businesses alike. The app features Magento’s SmartCalcs API, which determines if, when and how much sales tax needs to be applied and collected on any purchase, foreign or domestic. It allows users to program individual products for different tax rates for different states. But the automation doesn’t stop there. TaxJar utilizes AI-driven tax categorization, a flexible API, certified integrations, and automated filing. This means it accumulates your annual taxes over the course of the year and can file your taxes directly with your home state.

2. Yotpo

Social proof is increasingly important when it comes to increasing sales in eCommerce. Yotpo curates and places that social proof right on your product pages, meaning that visitors don’t have to leave your site to go looking for it. This extension offers the most advanced solutions for customer reviews, visual marketing, loyalty, referrals and SMS marketing. Yotpo integrates with Magento to collect high-quality content that shoppers crave—including photos, videos and reviews—and dynamically display it on your website using AI. It also helps you craft on-brand customer loyalty programs and leverage intelligent UX to gain low-cost acquisition via referral programs. With Yotpo you can create high-converting mobile experiences by targeting shoppers with personalized messages, and acquire high-intent traffic by displaying user-generated content in social, paid and organic search results.

1. Klevu

We sang Klevu’s praises in a previous blog and we’re going to do it again! This AI-powered  on-site smart search remains our favorite. It’s low-maintenance, easy to implement and will provide you with unique insights over time as its machine learning develops a greater understanding of the topics your visitors are engaging with on-site. We particularly like the Autocomplete feature, which will make suggestions to your site’s visitors while they are typing in their search. It also adds contextually relevant synonyms to your catalog in metadata format, and offers advanced merchandising and actionable search insights. It’s loved by over 3,000 retailers worldwide. Overall, Klevu is a great resource for merchants and adds to the overall shopping experience for your customers.

To learn more about any of these extensions  and how to make the absolute most of your eCommerce site in 2020, contact us today.

Introductory Emails for Connecting with New Customers

Introductory Emails for Connecting with New Customers

Welcome emails are one of the 8 types of emails you must be sending your customers, but many brands only send one welcome email—if they send one at all! On average, sending a series of introductory emails yields around 51% more revenue than a single welcome email. People are at their peak interest level when they sign up to receive emails from your brand, and eight out of ten expect to receive a welcome email after they sign up for a mailing list. Capitalize on this new-subscriber momentum by creating a compelling series of introductory emails that convert these people into customers. Here’s how to do it.

Say Hello and Send an Introductory Offer

Your first email should be pretty short and sweet and obvious. Thank your new subscriber for signing up, and welcome them to your newsletter or offers/discounts emails. Tell them what to expect in a couple of sentences, how often they should expect emails, new products, great photos or subscriber-only deals. Ban.do is one example of a brand that sends colorful, visually exciting and engaging emails.

If you offered a discount upon signing up, now is the time to share it. Usually brands offer 10% or 15%, but it’s up to you! It’s never too early to start converting your subscribers to customers. Include a call to action to “Update Your Email Preferences” or “Update Your Information,” where your subscriber can click and be taken to a page to provide their demographics such as age, gender and location. This will help you segment your audience and you can then send more specific emails. It’s also advantageous for the subscriber, as they can get emails that are more tailored to them.

Introduce Your Brand

Most brands stop at the first welcome email—if they get there at all. Apparently only 39% of brands even send a welcome email at all. So you’re already ahead of the game if you’re at this point. Keep going! Create momentum with your new subscribers and build a relationship with them by sending a second email to properly introduce your brand and provide an interesting backstory.

This could include a photo of your brand’s founder and a short quote, to make the email more personal. It could also include a short story on the origins of your key products. Highway Robbery entices people to sign up with the chance to “win a free robe,” and then gives subscribers an interesting history of the brand in their welcome emails, by telling the story of the founders and how they got started. It’s clearly worked, as they get new subscribers every day.

Remind Subscribers About the Discount Code

Once you’ve got your subscribers, you need to put in the work to keep them engaged. That means sending more emails—personalized ones. Use those segmented audiences to send targeted, personalized emails that remind those subscribers who haven’t used their sign-up discount to do so. An appropriate time to send might be seven days after subscribing. Take this opportunity to include information about your loyalty program too, if you have one.

Showcase Your Best Products, With Social Proof

There’s a good chance that your best, most popular products are what encouraged your subscribers to sign up to your newsletters or offer emails in the first place. But in case it wasn’t, you need to make sure your subscribers are aware of your top sellers. This could mean sending a simple image-based email with a call to action driving readers to the popular item’s product page to explore it further and purchase. It could also include social proof in the form of customer reviews with short quotes and star ratings, social media posts featuring your products, or blog posts about your products.

Re-Engage With More Unique Offers

Remind your readers why they signed up to receive your emails to begin with and reinforce the benefits they bring. Your email newsletter is where you provide all of your exclusive offers and content, so be sure to live up to the promise you made in your first couple of emails. Highlight your special offer, whether it’s free shipping or unique items. Fashion retailer SSENSE includes prominent information on their “Price Protection Policy” in their welcome email, ensuring subscribers know about their price-matching and price-adjustment policies.

Conclusion

A series of well-timed welcome emails can do wonders for your brand, but of course it shouldn’t be the only way you stay in touch with people. Encourage subscribers to follow your brand on social media by demonstrating the value that that engagement will give them—for example, even more special deals, styling advice and interesting brand stories. Welcome emails are an excellent base from which to build strong engagement across all of your communication channels. They’re a crucial tool that deserve care and detail. For help solidifying and executing your welcome email strategy, reach out to us today.

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Holiday eCommerce Trends We’re Noticing Right Now

Holiday eCommerce Trends We’re Noticing Right Now

After this most unusual year, innovation is the order of the day. We’re seeing a lot of creative responses to challenges old and new, and more modern technology being employed by brands of all sizes and industries. 

There’s a lot to keep on top of, so we’ve rounded up five top trends we’re noticing in eCommerce. Begin working with them now and you’ll keep your web store growing well into the New Year.

  

Free Shipping Is More Attractive Than Fast Shipping

Big websites such as Amazon have trained shoppers to expect shipping that is both fast and free, but that’s not a viable option for all brands and retailers. When there must be a choice made between the two, it appears that free shipping is far more attractive to shoppers than fast shipping.

According to a survey, eight out of 10 consumers would rather get free shipping than get their items faster. In fact, 73% said they would go to a brick-and-mortar store to purchase an item to avoid paying shipping fees. Buy online, pick up in-store (or BOPIS) is an increasingly popular option as in-store shopping that has been curtailed by COVID-19. Where possible, your store should aim to offer multiple options for shipping, with the knowledge that many shoppers are intent on avoiding fees.

Local Delivery Is a Growing Alternative to Avoiding Delays With Big Carriers

While many shoppers are more concerned with price than with speed, as the holidays approach, speed of delivery also becomes more of an issue for both retailers and shoppers. With the huge increase in online shopping this year, shipping is set to be even more strained this holiday season.

Savvy brands and retailers are already attempting to circumnavigate the expected delays with big carriers by forming partnerships with alternative delivery services. Some are quite unorthodox, like the beauty brands who are joining forces with Postmates, an app typically known for its restaurant delivery, which is launching a new shopping feature.

Other eCommerce websites are establishing their own local delivery services that are distinct from traditional carriers. This enables them to connect with their local audience and have more control over how they’re being delivered to. A number of businesses such as Rapidus have popped up to offer fast local delivery that aims to be both faster and more affordable than courier services. With so many shipping solutions now available, web stores are wise to consider their options.

Social Media Is Increasingly Splitting Audiences

Young and old shoppers are increasingly gravitating toward different social media platforms. 18 to 24-year-olds make up only 15% of Facebook’s users in the US, according to a survey conducted by Statista in August 2020. Meanwhile, 18 to 24-year-olds comprise 23% of Instagram’s users in the US. Instagram’s audience also skews more female than Facebook’s, overall. It’s clear that Facebook is waning with Gen Z, who are gravitating increasingly to TikTok and Instagram.

The social media channel that works for your brand will depend on the type of audience you have, or the type of audience you are hoping to attract to your web store. It also depends on the kind of content you want to share, as what works on one platform doesn’t necessarily work on another. Make sure you’re focusing on the right social media channel for your target market. If you haven’t already, define your goals and your audience, as their habits, needs and wants will affect what works for you.

Interactive Content Is a Powerful Engagement Tool

Video content is still big with both users and brands, who want to show off their products via instructional demos (often from influencers), speak directly to their audience, and get valuable user-generated content. But as users spend more time online, they want to not just be entertained, but engaged. One way to do that is with interactive content.

Quizzes and polls are a popular solution for engaging users who crave more interactive experiences with brands. Fashion brands can get their followers to choose their favorite outfit, product, pattern or color of an item with a poll or quiz on social media. These efforts could involve gamification, where rewards are given for feedback, or form part of the product development process, where users vote on a color and the most popular option gets manufactured and sold.

As in-store retail continues to be restricted, brands are increasingly embracing other forms of interactive content such as virtual reality or 360 videos of their showrooms or runway shows. This offers a more exciting, engaging alternative to a regular live stream, video or image slideshow.

Voice Search Is on the Rise

Gen Z may not like to talk on the phone, but they will happily talk to a voice-activated ordering system to order a pizza. According to Statista, 26.1% of consumers made a purchase on a smart speaker in 2019. And they’re not just buying food or everyday household items this way. Shopify reports that apparel is also bought via voice nearly as often, which suggests that consumers may start doing more voice shopping in the future. After all, 35% of all US households are now equipped with at least one smart speaker.

Get ahead of the crowd by using conversational keywords that people are likely to speak rather than type. Ideally you’ll increase your rankings in Google’s featured snippets, which are the short answers that appear first when a user searches Google with a question. This is what tends to be delivered when voice search is used. Voice search is predicted to keep growing, so with good voice search engine optimization, you’ll be sure to attract more traffic to your web store.

Conclusion

After the year we’ve had, CEOs and CFOs are going to demand more data-driven marketing than ever before. Stay up to date and incorporate these trends into your day-to-day operations and you’ll stay ahead of the curve. As always, we’re here to help. Reach out to our team to implement new solutions to power your web store into the New Year.

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Auto Aftermarket Merchants: Extend Your Holiday Success Throughout 2021

Auto Aftermarket Merchants: Extend Your Holiday Success Throughout 2021

By now you should be making the most of this unusual holiday season with some great promotions and marketing plans. But there’s more to get on top of than simply maintaining stock levels of popular products and ensuring tracking info is working correctly in automated emails. Proactivity over many areas is key to ensuring that any potential pitfalls are taken care of, so that you can focus on sales and engagement rather than returns and technical issues. With that in mind, here are seven tips for auto aftermarket web stores to ensure that this busy shopping period continues well into the New Year. 

Ensure Parts Are Tagged Correctly

One study found that 84% of auto parts eCommerce website visitors were ready to make a purchase but weren’t sure if the part they were looking at fit their vehicle. This kind of confusion can lead to browse abandonment, increased customer service queries and product returns if the wrong part is purchased.

You can avoid all of these issues and save your time-poor holiday shoppers the effort by including accurate parts data and having auto parts fitment search enabled on your web store. When a user’s search begins with entering their vehicle’s information—such as year, make and model—this data can then be saved for their future visits to your store. This means that their searches are personalized to their preferences, and they only see results that suit their specific vehicle.

Use Data Automation & Solid SEO

When you have thousands of individual parts that you’re selling, it’s wise to use a data automation service or plug-in. This automatically adds new products, changes product information as needed and synchronizes supplier inventory. It means that all of your product listings are kept up to date uniformly and seamlessly, without the need for you to make manual updates.

You can also ensure that any personalized naming systems you use to individualize your store, target certain audiences or improve your SEO remain consistent. Follow our SEO checklist for what to fix to drive sales through better search rankings and more traffic. One example of a data automation service is Data Here-To-There, but there are also other data automation processes and software available, depending on your store size and budget.

Utilize Your Existing Feedback

Comb through all of your communication channels—emails, voicemails, direct messages on social media, text messages, etc—and look for what questions your customers ask most often. Also look at reviews on websites, and any notes you’ve taken from customer phone calls. Analyze what your past customers have said and what they are currently saying to get to the root of their issues.

Is their problem lack of clarity (they couldn’t understand) or lack of visibility (they couldn’t find the information they were looking for)? Can you identify a theme or pattern behind their questions, complaints and feedback? What could you make clearer for them? Where could you add further information so that customers could help themselves more without needing to reach out to you?

Have a System for Handling Queries

Delegate tasks and have a clear process for keeping customer queries on your social media pages organized and answered in a timely fashion. This goes for both private messages and public comments on your posts. Assign the responsibilities of notifications and replies to a single person, in order to eliminate any confusion. That person needs to make sure that digital notifications are reaching them, either via text or email. As more and more people shop online and the bar continues to be raised, great customer service can set your store apart and be the reason you make a sale over your competitor.

Update Your Messaging & Be Upfront About Issues

New times call for new communications. Shoppers are savvy and can tell when your communications and pre-written customer service responses are out of date. This is an unusual time and shipping is likely to be even more delayed than usual these holidays. Preempt customer frustration by clearly and widely communicating this information via email marketing, your website (product page, checkout page, homepage), SMS marketing and social media. Be clear and concise and link to your FAQ and/or Q&A pages. When sending emails offering assistance, make it clear when a human will be involved to help.

Offer Multiple Payment Installment Options

After the tumultuous year that 2020 has been, it’s likely that more shoppers will be turning to payment installment options during their holiday shopping and beyond. Ensure that your web store is equipped with popular options such as Afterpay, Klarna, Affirm and Quadpay. Also enable popular alternative payment options like PayPal, Apple Pay and Google Pay—if you haven’t already, now is the time to get it set up. The more digital payment options you can offer, the more likely you are to make that sale.

Employ Automated Chat Tools

This year, many web stores are facing the combined challenges of increased traffic and decreased staff to manage customer service. Automated tools like chatbots can be useful for starting the conversation with your visitors and answering basic queries, allowing your human team to focus on more complex issues. Just be sure to write your chatbot responses in a way that’s human enough (like how you would speak to them in-store), but not so human that the customer thinks they’re talking to an actual human! Like with your emails, be clear about when they will be talking to one of your staff members, if necessary. For more on this, read our detailed guide to the best live chat practices for your eCommerce site.

Conclusion

It’s an unusual holiday season and if we’ve learned anything from this year it’s to expect the unexpected. InteractOne can help you navigate these common challenges and tailor solutions to your business. Contact us today and we’ll help you stay on top of any potential issues now and into the New Year.

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Connect with one of our experts today to discuss your eCommerce needs!

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3 Mobile Strategies to Light Up Your Holiday Sales

3 Mobile Strategies to Light Up Your Holiday Sales

Mobile devices connect more than 4.5 billion people to the internet—that’s over half of the global population! People are also spending an inordinate amount of time at home these days, which means a significant amount of shopping is being conducted via cell phones. 

Mobile eCommerce was expected to grow 20% in 2020, and expected to surpass 50% of total US eCommerce sales in less than two years—there is a huge opportunity for online retailers. Take this time now to optimize your mobile experience ahead of the holidays to reduce cart abandonment and enhance your web store’s checkout and overall shopping experience.

Read on for advice on how to create a superior mobile eCommerce experience and seize the moment this holiday season brings.

Provide a Seamless Mobile Checkout Experience

There are so many potential obstacles in your way as an online retailer—don’t blow it right before the finish line! A smooth checkout experience is crucial for conversions. Unfortunately, 85% of cart abandonment on mobile happens at checkout. This checkout conversion problem results in a whopping $1 trillion in abandoned checkouts in the US alone, and more than $10 trillion globally each year.

The biggest reasons for mobile cart abandonment are requiring a shopper to create an account (34%), having a long or complicated checkout process (26%), and not enabling a shopper to calculate their order total up front (21%), according to a study.

This is why it’s so important to offer guest checkout on your web store, particularly during the busy holiday season. Third-party payment solutions can also ease issues and provide a more seamless mobile checkout experience. Enable services such as PayPal, Amazon Pay, Google Pay and Apple Pay to make it easy for shoppers to swiftly make their purchases, without having to pull out their credit card. Offering these eCommerce options also adds an extra level of credibility, and saves your customer from having to enter their shipping information too, as it’s stored with their payment information.

Optimize Everything for Mobile

52% of 18-to 25-year-olds in the US prefer to use a smartphone to buy physical goods online, according to Forrester. This means that eCommerce sites that cater to mobile browsers have a huge advantage, by catching customers where and how they shop.

To drive conversions with these shoppers it’s important to fully optimize your mobile shopping experience. After you’ve ensured your checkout experience is safe and easy to use, look at the rest of your purchase flow. Retarget interested shoppers with a thoughtful strategy aimed at people who have expressed interest in your product in the past. You also need to send abandoned cart notifications to reel back shoppers who dropped off along the way. Often cart abandonment is caused by slow load times, so increase your site performance to ensure you’re maximizing your traffic.

Look out for any gates that may be obstructing your purchase funnels. You want to be guiding customers from interest to intent to purchase. Gates create friction in the shopping experience where customers are forced to input information or take an unwanted action—don’t make people answer surveys or add personal information where it’s not necessary. Offer product-page checkout or instant checkout as an alternate checkout option to increase the speed with which shoppers can purchase.

Use Deep Linking

Deep linking is a powerful way to increase conversions through seamless user experiences across paid advertising, email, SMS campaigns, referral programs and more. By facilitating relevant experiences, you can generate higher conversion rates and retain more customers.

Native deep linking solutions exist for both Android and iOS, but for more robust, universal deep linking tools, it’s recommended to use a holistic attribution provider. AppsFlyer’s OneLink is one example that leverages attribution data to generate a single link that can automatically detect a user’s device, channel, platform and app state (installed or not), so that you can then send them to the optimal web or app page.

Your shoppers are probably using multiple devices to browse and then purchase from your store, so this holistic attribution data can give you valuable insights into their entire user journey. This includes finding out the specific web, app and owned marketing touchpoints that drove them to engage with your store. You can then use these insights to optimize your marketing and segment your audience, in order to target and deliver personalized messaging to them across channels and devices.

Conclusion

These are just three strategies for implementing a highly optimized and successful mobile shopping experience. If you follow these tips, you’ll take convenience to the next level and exceed your customer’s expectations in an age where personalized, seamless experiences are key to a satisfying and successful mobile shopping experience. If you’d like a tailored approach to your business’s mobile holiday strategy, reach out to us today.

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Connect with one of our experts today to discuss your eCommerce needs!

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Upsell Strategies for your Pharmaceutical Customers

Upsell Strategies for your Pharmaceutical Customers

When you have an eCommerce website, upselling can be an extremely powerful tool. It can bring in extra revenue and increase brand loyalty in a whole new way. We recently wrote an article about upselling apparel and accessories for our InteractOne blog. But how does upselling differ on a vitamin eCommerce site? In addition to bringing in extra revenue, upselling on a vitamin eCommerce site can also enhance patient care. With that in mind, why not try it? Here are the top three ways to upsell on your vitamin eCommerce website.

1. Use “You Also Might Like” algorithms.

Most eCommerce websites use analytics all the time for a reason — because it works! When eCommerce sites use “You Also Might Like” algorithms, they’re simply analyzing the data about what products each customer views or purchases and then serving up similar items as the items “you also might like.”

In terms of a vitamin eCommerce store, here are a couple examples: If a patient views a joint health supplement on your website, it’s a good idea to automatically populate suggested related items for the “You Also Might Like” section. This can include multivitamins or calcium supplements. Or, if a customer is ordering diabetes medications, you can (and should) recommend supplements that can help replenish lost nutrients (such as vitamin B12).

A best practice for this tactic is to show these complementary items on the product page first, then on the shopping cart page and then on the order confirmation page. This gives three separate instances where you can work the magic of upselling.

Your web programmer or development partner can easily add a “You Also Might Like” section that suggests certain products based on customer behavior and preferences. See this example from VitaFusion:

2. Tie in personalization.

Just as you can tailor product recommendations based on previous buying patterns, you can also tailor these recommendations with demographics based personalization. For example, you can give certain recommendations based on age group, geographic location, family status and more. There are certain vitamins that are generally recommended for people in each age group, some vitamins can be more efficacious in certain parts of the country and some vitamins are better for women, men or if a woman is pregnant or breastfeeding. By obtaining a little personal information about customers and implementing it into your messaging, your vitamin eCommerce store can make tailored recommendations that make sense.

In addition, because vitamins should be consumed regularly (and they’re typically not just a one-off purchase), it’s a good idea to offer a discount for multiples. This not only increases your average sale but also keeps your supply fresh. Here’s an example

3. Focus on solutions, not sales.

Yes, you’re in business to make money, but you won’t make much money at all if your customers don’t find your store useful. That’s why it’s important to keep sales in the back of your mind and patient care in the forefront of your mind.

When you consider your customers’ needs first and foremost, you’ll be able to make informed decisions on how to upsell. Don’t think about suggesting the most expensive products. Instead, think about what will increase the effectiveness of your customers’ vitamin and supplement regimen  and truly improve their health. When you suggest the right vitamins for each specific scenario, your customers receive better care. And, this inevitably leads to extra revenue for your eCommerce business.

Conclusion

When it’s done well, upselling can be a powerful tool to help increase sales and overall profitability for your company, as well as introduce customers to new products. However, it can be difficult to build all of these upselling opportunities into a webstore or CRM system. That’s why we recommend working with a strong development team instead of trying to figure out and implement everything on your own.

At InteractOne, we have years of experience managing upsells. We are a team of certified Magento eCommerce website development specialists who use Magento to keep records of all previous purchases, thus making it easier to find out what each customer wants and then upsell accordingly. Contact us today so we can begin working together.

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Decrease These Website Distractions; Increase Your Conversions

Decrease These Website Distractions; Increase Your Conversions

We are living in crazy times. No matter where we go, we are being bombarded with an enormous amount of content, leading to sensory overload. As an eCommerce player you need to ask yourself, ‘Is my website a part of the problem?”

No matter what segment of the ecommerce industry your webstore is in, there are an astonishing number of sites completely overloaded with useless tools, elements, and features.

It’s bad enough to have these pointless elements on a merchant’s site, but when you consider the negative impact of overcrowding and distraction, these seemingly harmless features are likely costing visitors and conversions. A frustrating user experience (like an overwhelming website) is often pointed to as the reason a potential customer leaves a website prematurely.

We want to help stop the madness. In an online world where everything is happening all at once, let your website be a respite for your visitors’ weary eyes.

In this guide we’ll how to analyze your eCommerce site and identify which  unneeded elements are most distracting.

Henry David Thoreau (yes, the woods guy) once said, “our life is frittered away by detail… simplify, simplify.” 

Replace “life” with “website” and you’re looking at the entire theme of this article. Your website visitors are just like you, or any other human being: past a certain threshold, the more information there is to look at, the more difficult to process it all can be.

As brands continually add elements to their website, visitors in favor of quantity of information. 

On any given page, there should be a clear path for a website visitor. On a blog post, the goal of the page may be to encourage them to read another blog post, or perhaps to navigate to what the company has to offer besides their words. If it is a product page, ideally you’d want a visitor to add that product to the cart. There is always a natural next step, and it is up to the website developers and owners  to make that step clear and easy to access. But if your site is too cluttered, it will leave visitors lost and confused. Here are five commonly used elements that can distract customers from easily moving through the buying process:

1. Automatically Sliding Carousel

When one element is moving on an otherwise stationary page, it draws the eye away from something that a visitor might have been looking at or about to click.

The biggest culprit of the automatically sliding carousel is the home page. Oftentimes a company will have three incredible heroes and they just can’t choose between them, so we want them all to cycle through. Our advice? Choose one.

If you can’t choose, then at least prioritize and let your visitors scroll through them at their own leisure (but be sure to be tracking engagement on the arrows).

In all honesty, we haven’t  seen a product page automatic image slider since 2017, but in case you still have one of those, disable that automatic slide too.

2. To Much Content

A design team is a beautiful thing, and working together they can create wonderful images for every page of your site – but don’t let design run wild on your site.  

When a  page features too many photos or graphicsyou may be deluging your visitors with a flood of unneeded images – even if they are beautiful and engaging by all standards. One example of having too many photos is when they  cause products to be pushed down below-the-fold on a category page.

3. Social Media Links

Social media is, for better or for worse, an integral part of many peoples’ daily lives. However, on your website, social media is a distraction. 

Many product pages carry social media sharing links in the hopes that a visitor will provide some free publicity, but it just doesn’t happen very often. We checked the data across 10 different ecommerce websites with social links on the product page, and found that not one of them had even moderately used social links. 

Your mission (should you choose to accept it) is this: remove the links from your product page. If someone has a burning desire to share your product on social media, they will still be able to copy and paste the URL. For everyone else, remove the icons and therefore increase their focus on what we all actually want them to do: make a purchase . 

If you must have social media links, our recommendation would be to place them on the confirmation page. After a visitor has purchased your product, asking them to share will no longer affect the buying process, as they have already successfully completed the purchase.

4. Endless Product Thumbnails

While we’re on the product page, let’s talk about product images. You have them, you need them, your visitors love them. What’s the problem? The problem is  that your visitors love them – a little too much. 

Viewing any mobile click-map, it will be apparent that tapping through all of the product images is one of the most utilized customer journeys out there. If you ascribe a conversion rate to those clicks, though, you’ll see it’s almost always among the lowest on the entire page.

Product thumbnails on mobile lead to high quantity and low quality engagement. Why is that?

People love interaction. There’s definitely some neurotransmitter getting released when you click on something knowing full well you’re going to get a new and exciting image. The problem is, the reward isn’t nearly as exciting as our brains want it to be. It’s the same product we were just looking at, but from a slightly different angle.

So what’s the solution? On mobile devices, replace your thumbnails with a Dot Slider.

What we want to do by removing the thumbnails is discourage our aimless monkey/human behavior. There are some visitors who truly do need to see the product from different angles, but most of us are just pressing buttons to see what will happen. 

Keep your extra images, but simply replacing the thumbnails with a simple Dot Slider will do wonders for your conversion rate.

5. Cart and Checkout Header

Distractions aside, you’ve managed to get your visitor to add an item to the cart – congratulations! 

Now the real trouble begins. The average cart abandonment rate hovers somewhere around 80%. That is to say, of all of the visitors who have gone through your website, identified a product they liked, and added it to the cart… 80% of them do not complete that checkout process.

In the cart and checkout process, it is beyond imperative to not provide too many options and elements to click on, but to encourage a smooth, seamless transition to transaction. 

Every company’s cart and checkout process and display is different, but something that nearly everyone has in common is a site header. On the cart and checkout pages, the header is fairly unnecessary – you’re encouraging people to keep browsing your site when in fact you want them to just check out. Talk about mixed signals.

On the cart page, keep your logo, keep account information… but that might be it. As long as there is still a way to navigate out of the cart and checkout page (clicking the logo to take the visitor to the home page, for instance), a less distracting header will help move visitors along the checkout process with more speed and ease.

One of our clients asked us to A/B test this idea before implementing. We ran the test for both desktop and mobile visitors, and even though the types of headers are different, the results were the same.

A simpler header in the cart led to a higher conversion rate and made our client over $5,000 in just three weeks of testing.

If you’re not ready to remove the header from your cart page, at least take a baby step and simplify the checkout header down to the absolute basics. You’ll thank us later!

Still not convinced? Run a test

Simplify, simplify

Small, simple changes can keep your website as it should be – clear, clean and with a sense of direction. 

Our recommendations come from years of testing experience, but if you think you might be the exception to the rule, we encourage you to run a test and see for yourself (you can use the free version of Google Optimize or contact us to help). 

Take a close look at your website and see what else is not aiding you or your goals. We have seen enormous amounts of revenue gain come from unexpectedly simple removals and changes. 

Our takeaway advice is this: keep your website free from distraction and your visitors will continue on with their purpose to purchase. Happy deleting!

1. Automatically Sliding Carousel

When one element is moving on an otherwise stationary page, it draws the eye away from something that a visitor might have been looking at or about to click.

The biggest culprit of the automatically sliding carousel is the home page. Oftentimes a company will have three incredible heroes and they just can’t choose between them, so we want them all to cycle through. Our advice? Choose one.

If you can’t choose, then at least prioritize and let your visitors scroll through them at their own leisure (but be sure to be tracking engagement on the arrows).

In all honesty, we haven’t  seen a product page automatic image slider since 2017, but in case you still have one of those, disable that automatic slide too.

2. To Much Content

A design team is a beautiful thing, and working together they can create wonderful images for every page of your site – but don’t let design run wild on your site.  

When a  page features too many photos or graphicsyou may be deluging your visitors with a flood of unneeded images – even if they are beautiful and engaging by all standards. One example of having too many photos is when they  cause products to be pushed down below-the-fold on a category page.

3. Social Media Links

Social media is, for better or for worse, an integral part of many peoples’ daily lives. However, on your website, social media is a distraction. 

Many product pages carry social media sharing links in the hopes that a visitor will provide some free publicity, but it just doesn’t happen very often. We checked the data across 10 different ecommerce websites with social links on the product page, and found that not one of them had even moderately used social links. 

Your mission (should you choose to accept it) is this: remove the links from your product page. If someone has a burning desire to share your product on social media, they will still be able to copy and paste the URL. For everyone else, remove the icons and therefore increase their focus on what we all actually want them to do: make a purchase . 

If you must have social media links, our recommendation would be to place them on the confirmation page. After a visitor has purchased your product, asking them to share will no longer affect the buying process, as they have already successfully completed the purchase.

4. Endless Product Thumbnails

While we’re on the product page, let’s talk about product images. You have them, you need them, your visitors love them. What’s the problem? The problem is  that your visitors love them – a little too much. 

Viewing any mobile click-map, it will be apparent that tapping through all of the product images is one of the most utilized customer journeys out there. If you ascribe a conversion rate to those clicks, though, you’ll see it’s almost always among the lowest on the entire page.

Product thumbnails on mobile lead to high quantity and low quality engagement. Why is that?

People love interaction. There’s definitely some neurotransmitter getting released when you click on something knowing full well you’re going to get a new and exciting image. The problem is, the reward isn’t nearly as exciting as our brains want it to be. It’s the same product we were just looking at, but from a slightly different angle.

So what’s the solution? On mobile devices, replace your thumbnails with a Dot Slider.

What we want to do by removing the thumbnails is discourage our aimless monkey/human behavior. There are some visitors who truly do need to see the product from different angles, but most of us are just pressing buttons to see what will happen. 

Keep your extra images, but simply replacing the thumbnails with a simple Dot Slider will do wonders for your conversion rate.

5. Cart and Checkout Header

Distractions aside, you’ve managed to get your visitor to add an item to the cart – congratulations! 

Now the real trouble begins. The average cart abandonment rate hovers somewhere around 80%. That is to say, of all of the visitors who have gone through your website, identified a product they liked, and added it to the cart… 80% of them do not complete that checkout process.

In the cart and checkout process, it is beyond imperative to not provide too many options and elements to click on, but to encourage a smooth, seamless transition to transaction. 

Every company’s cart and checkout process and display is different, but something that nearly everyone has in common is a site header. On the cart and checkout pages, the header is fairly unnecessary – you’re encouraging people to keep browsing your site when in fact you want them to just check out. Talk about mixed signals!

On the cart page, keep your logo, keep account information… but that might be it. As long as there is still a way to navigate out of the cart and checkout page (clicking the logo to take the visitor to the home page, for instance), a less distracting header will help move visitors along the checkout process with more speed and ease.

One of our clients asked us to A/B test this idea before implementing. We ran the test for both desktop and mobile visitors, and even though the types of headers are different, the results were the same.

A simpler header in the cart led to a higher conversion rate and made our client over $5,000 in just three weeks of testing.

If you’re not ready to remove the header from your cart page, at least take a baby step and simplify the checkout header down to the absolute basics. You’ll thank us later!

Still not convinced? Run a test

Simplify, simplify

Small, simple changes can keep your website as it should be – clear, clean and with a sense of direction. 

Our recommendations come from years of testing experience, but if you think you might be the exception to the rule, we encourage you to run a test and see for yourself (you can use the free version of Google Optimize or contact us to help). 

Take a close look at your website and see what else is not aiding you or your goals. We have seen enormous amounts of revenue gain come from unexpectedly simple removals and changes. 

Our takeaway advice is this: keep your website free from distraction and your visitors will continue on with their purpose to purchase. Happy deleting!

Henry David Thoreau (yes, the woods guy) once said, “our life is frittered away by detail… simplify, simplify.” 

Replace “life” with “website” and you’re looking at the entire theme of this article. Your website visitors are just like you, or any other human being: past a certain threshold, the more information there is to look at, the more difficult to process it all can be.

As brands continually add elements to their website, visitors in favor of quantity of information. 

Henry David Thoreau (yes, the woods guy) once said, “our life is frittered away by detail… simplify, simplify.” 

Replace “life” with “website” and you’re looking at the entire theme of this article. Your website visitors are just like you, or any other human being: past a certain threshold, the more information there is to look at, the more difficult to process it all can be.

As brands continually add elements to their website, visitors in favor of quantity of information. 

Henry David Thoreau (yes, the woods guy) once said, “our life is frittered away by detail… simplify, simplify.” 

Replace “life” with “website” and you’re looking at the entire theme of this article. Your website visitors are just like you, or any other human being: past a certain threshold, the more information there is to look at, the more difficult to process it all can be.

As brands continually add elements to their website, visitors in favor of quantity of information. 

Henry David Thoreau (yes, the woods guy) once said, “our life is frittered away by detail… simplify, simplify.” 

Replace “life” with “website” and you’re looking at the entire theme of this article. Your website visitors are just like you, or any other human being: past a certain threshold, the more information there is to look at, the more difficult to process it all can be.

As brands continually add elements to their website, visitors in favor of quantity of information. 

Get in Touch

Connect with one of our experts today to discuss your eCommerce needs!

Contact Us