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In this episode of the Cart Insiders Podcast, I welcome to the studio Andrew Potkewitz, the Global Director of Partnerships and Marketing at the full-service ecommerce agency, Overdose Digital. Andrew discusses how to prepare your website for both the usual online shoppers and those who, due to the pandemic, who may be newer to online shopping.
Andrew starts by offering tips on improving the low-hanging fruit, such as website certifications, back in stock notifications, pay later options, and guest shopping, and stresses the importance of having the ability to quickly respond to questions and offer more personalized services.
Looking beyond the low-hanging fruit, Andrew warns retailers not to overlook the commonly overlooked items. Potkewitz goes into these items, including the importance of having a robust returns policy, prompt customer service, over-promising on delivery times, and search functionality.
Holiday shopping is all about helping customers find what they’re looking for, yet many companies overlook the importance of having a good search experience. Andrew provides examples of why this is so important, discusses the ins-and-outs of optimizing the site search functionality on your website, and offers tools that can help improve it.
When it comes to appealing to and wowing customers, Andrew provides guidance around improving other aspects of site UX. He gives examples of how to use data, such as location, to provide different experiences to different shoppers. He goes deeper, breaking down UX trends as it related to subscription businesses, those with loyalty and rewards programs, and with ratings and reviews.
Of course, for a website to be prepared for the holidays they need to handle traffic spikes. Andrew discusses what steps businesses can take to prepare for high-traffic days like Black Friday and Cyber Monday. He continues by offering tips for how to prepare for any potential overloads and why testing plays such an important role in this.
Finally, Andrew shifts gears to talk SMS and email marketing—two channels he thinks are going to be extremely important for companies this year. Andrew offers guidance on how companies can collect mobile numbers and encourage sign-ups, and which automated email messages he thinks are must-haves for the season.
“In a world in which we are still looking at email as the highest-converting marketing channel, you want to ensure that you’ve got it all set up properly. You’d be shocked to hear how many merchants don’t have their standard flows set up. Merchants that don’t have their welcome series, their abandoned cart, their abandoned browse, their re-engagement—these are the gifts that keep on giving!”
Listen to the entire story, including Andrew’s number one overall tip for holiday preparation.