Q&A with Andrew Riggins, Founder of oBundle & BigCommerce Expert
Andrew Riggins is the Founder & Solutions Architect at oBundle, a BigCommerce development and design agency that helps merchants increase conversion through quality design, theme development and advanced customization.
4-Tell’s BigCommerce plug-in offers oBundle customers an easy-to-implement personalization solution that impacts short-term and long-term revenue. For example, with our personalization solution, BigCommerce merchants increase immediate site engagement and conversion while activating valuable customer data to help predict future sales and drive customer loyalty.
Considering Andrew’s BigCommerce expertise, we wanted to hear his take on the makings of a successful ecommerce website, common pain-points that online merchants are struggling with and predictions about the fast-paced world of digital commerce.
1. In your experience, what capabilities do successful online merchants have in their arsenal?
The ability to cater to specific customer needs, whether that is through conversion optimization, targeting advertising, or predictive product recommendations.
2. In your experience, what are the most common reasons for low conversion rates on a merchant’s ecommerce site?
Common factors for a low conversion rate include a poor design – lackluster appearance, errors in layout, not focusing on being mobile friendly in all aspects. Another often overlooked reason would be poor placement of CTA’s (call to action buttons). These are what customers are looking for when shopping, especially casually shopping. On mobile, useful and obvious CTA’s especially help drive customers along the product funnel, and into checkout. Placing these “below the fold”, where a user has to scroll, forces the customer to take more action in order to proceed through the store, limiting conversion.
3. What does your BigCommerce experience mean for your clients? How does this strengthen your ability to deliver value to your customers?
As a team, we have over 10 years combined BigCommerce experience. We are a team founded by former BigCommerce support engineers – so we know the platform from the inside out. This gives us a unique edge in being able to solve the real-world customization needs of our clients. Since we only work on the BigCommerce platform, we are able to hone our skills and expertise and leverage that for the success of our clients.
4. What is your advice to merchants who are in the beginning phases of launching an ecommerce store?
Never forget about the importance of branding. Conveying value through proper, professional branding is worth more than its weight in gold. With a multitude of online shopping options, first impressions matter. This concept extends from the logo and color scheme to the size and placement of buttons, and all the way to the branding of email templates. Every touch point the customer experiences needs a flavor of your company. This repetition creates familiarity and then trust.
5. How important is personalization – such as 4-Tell’s solution – to the overall success of an ecommerce website?
Getting to know your potential customers through past customer data is an amazing resource that, until the past decade or so, was reserved for huge corporations, with number crunching departments. Now, every small business owner can harness their past data to create future sales. Utilizing this for ecommerce purposes is a no-brainer.
6. If you had to guess, how will the user experience change within the next 5 years?
Apps, using artificial intelligence, acting on customer profiles and real user data is going to change the face of advertising, marketing, and personalization. Predictive analytics will make selling goods more streamlined, as users will have to navigate and search less. Ever increasingly sophisticated algorithms will assist in suggesting products that are actually useful to the specific targeting customers, a concept called cluster models. It’s been well established that the longer a customer searches and does not add to cart, the less likely they are to convert into a sale. Propensity models, which predict customer behavior engagement, and collaborative filtering, the ability to recommend accurate products, will be at the fingertips of everyday business owners, who wish to increase conversions and sales.