Beyond the Cart

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Join us as our digital agency launches an ecommerce company and the challenges we — and you — are going to face along the way. This series will focus on solving the complicated minutia involved in starting a direct-to-consumer business.

Lightburn


    • Jun 26, 2024 LATEST EPISODE
    • infrequent NEW EPISODES
    • 29m AVG DURATION
    • 23 EPISODES


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    Latest episodes from Beyond the Cart

    The Art of Engaging Audiences Online & In Person with Bay View Printing Co.

    Play Episode Listen Later Jun 26, 2024 26:27


    In this episode of Beyond the Cart, Nora is joined by Bay View Printing Co.'s Ashley Town to discuss the company's digital evolution from print to pixel.Hear how this local business grew its market and transformed operations by focusing on customer service across multiple audiences. From its core design service through its ever-popular "Drink & Ink" events Ashley refined processes and leveraged technology to better support users online and offline.Top takeaways include:History of Bay View Printing CoWhat is Bay View Printing Co today?Identifying different customer typesInvesting in a service and ecommerce websiteHow to mirror offline service offerings onlineAutomating tasks without losing the personal touchIntegrating your website with other business toolsCreating cross-promotional opportunitiesMeeting different audiences where they are

    Lessons Learned: Investing in CX without rebuilding your storefront

    Play Episode Listen Later Feb 22, 2024 27:05


    Changes to your digital strategy can domino across your business. While that ultimately is how real change happens, it can be daunting. Today, we're discussing the biggest mistakes ecommerce companies make when re-aligning and re-investing in their customer experience (CX) strategies — and how to avoid them. Join host Nora as she shares lessons learned with Lightburn's director of client strategy, Colleen Campbell, and the co-owner and cofounder of the UX research company, Lyssna Method, our pal Kristine Howell. Top takeaways include:Top mistakes business owners makeLow-cost wins to avoid analysis paralysisHow to get c-suite buy-in with dedicated dataUnder and OVER-investing in technologyCustomer wants versus business needsReducing risk and welcoming natural tension points

    [Interview] Paper to digital transformation, with Camie Grabowski

    Play Episode Listen Later Nov 15, 2023 21:55


    Today's interview will discuss the challenges and opportunities of rebuilding paper processes in a digital environment. Joining us is Camie Grabowski, the Sales & Design Manager at Digital Pix & Composites (DPC). She's spent nearly 20 years strategizing ways to modernize and simplify operations for a business with several moving parts and plenty of room for human error. We asked:What did the manual process used to look like?What were some of your initial reservations?What was the lag time between planning and action?Did any part of the process surprise you with its complexity or simplicity?Did you learn anything new about your users during this transformation?Where did this process break down after launch?What's been helpful for your team, clients and customers?Do you have any advice you'd give others?

    "Stuckage" & Accountability: DIY ecommerce is unrealistic (even for us)

    Play Episode Listen Later Sep 12, 2022 21:57


    We're ending season two talking about "stuckage." It's totally real. We see it all the time. You're stuck making decisions. You can't get any traction on your project. It happens a lot in ecommerce. And we're gonna talk about how to solve that. We're also gonna apply some of the solutions that we often give our clients to our D2C brand, Bilberry West.Today's Topics:DIY ecommerce is unrealistic — even for usDon't create problems that don't exist yet – part oneThe answers are normally obvious but hard to acceptThe "sunken cost" fallacyDon't create problems that don't exist yet – part twoHow accountability will make or break your businessHow to remove heavy emotional barriers and move forward

    Selling Swag Online: A F&B Merch Story

    Play Episode Listen Later Aug 18, 2022 20:31


    Today, we're talking to one of our food and beverage clients about selling swag online. From t-shirts to gift cards, restaurants have evolved from local eateries to brand-name business groups. To tell their story. I've invited Sam Schulte, the marketing specialist for the Lowlands Group, to discuss how their migration from WooCommerce to Shopify helped increase sales by 9% in just 2-months (and it's not even their busy season). Today's Topics:A little about LowlandsRe-platforming their store from WooCommerce to ShopifyLearning and leveraging pre-existing themesCustomizing templates where it matters (keep it simple)Creating better checks and balances between product ownersCreating a dynamic navigation for each restaurantTracking sales, promotions, and product interestAnalyzing the monetary impact of the new shopTrusting in your digital partner

    When to consider a subscription model

    Play Episode Listen Later Jul 20, 2022 23:24


    Today we're talking about subscription models. They're all the rage right now, from meal planning kits to makeup. It might seem simple to just add a subscription button to your product page, but there's a lot more to consider. For some expertise on this topic, we're excited to have our friend and former colleague, Kristine Howell, joining us today. Today's Topics:Why ecommerce subscription models are so popularWhen to consider offering a subscription serviceSimplifying the buy-in and cancelation processGetting feedback from users and stakeholdersInvesting in the emotional experience 

    Abandoned Carts: How to Avoid Leaving Money on the Table

    Play Episode Listen Later Jun 29, 2022 20:10


    Today, we're talking about abandoned carts. Learn how to avoid leaving money on the table by streamlining the checkout process, reducing distractions, and offering genuine value that connects with your customers. Reducing distractionsIdentifying the barriersInvestments versus commoditiesCurating the brand experienceFilling in the gaps

    table leaving money abandoned carts
    The effects of seasonality on your PPC plan

    Play Episode Listen Later Jun 7, 2022 26:48


    In today's episode, we're talking about the effects of seasonality on your PPC plan, how we approach seasonality as it relates to paid advertising, and the unique challenges of running campaigns for clients with extreme seasonality.Today's Topics: Advertising highly seasonal productsCustomer engagementFollowing your audience (1-800-FLOWERS)Weather-driven seasonalityYour first year of digital adsRevving up digital ad spendCommunicating with operations

    How to Write Engaging, Informative, and Persuasive Product Descriptions

    Play Episode Listen Later May 19, 2022 26:18


    Today we welcome a new guest, Lightburn SEO Analyst Taylor Belmer. During today's chat, we will be exploring how to write engaging, informative, and persuasive product descriptions. We'll break down shopping algorithms and how they're weighted, and we've got some practical advice for increasing product visibility across channels. Today's TopicsGeneric and brand-driven keywordsThe problem with duplicate contentMinimize iterations with thoughtful UX designFocus on features and benefits Avoid filler statements Infuse descriptions with brand voice Creating a roadmap for success

    Do You Know Your Customer Journey? (What It Is & Why It Matters)

    Play Episode Listen Later May 3, 2022 21:49


    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 TopicsUnderstanding customer typesLeveraging your sales processThe problem with being unreachableDocumentation and iterationsThe number of products versus customer typesThe impact of lifecycle timelines (featuring two real-world stories)Identifying your best customers

    How to Increase Your Website's Average Order Value

    Play Episode Listen Later Apr 14, 2022 20:44


    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 TopicsYour average order value (AOV) and other metrics Increasing AOV with free shipping Considering a loyalty and other spend level rewardsShowcasing add on accessories or related productsProduct bundling and other incentives

    Launching an Ecommerce Company: Where are we now?

    Play Episode Listen Later Mar 28, 2022 13:47


    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 prototypesUser testingNext steps

    Building Your Brand through Customer Service

    Play Episode Listen Later Aug 31, 2021 46:47


    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 packagingDiscount programs Customer nurturing campaignsCustomer notifications Update on Bilberry West

    Simplifying Ecommerce Tax Compliance featuring Avalara

    Play Episode Listen Later Aug 17, 2021 36:52


    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 2021What to look for in an ecommerce sales tax solutionHow tax collection impacts customer experienceGetting started with a tax technology partnerWhat the heck "economic nexus" meansPlanning for growth

    Brick & Mortar: Bringing Retail Online with Callisters Christmas

    Play Episode Listen Later Aug 3, 2021 40:03


    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 ProductsCustomization & PersonalizationIn-Store versus Online CustomersFinding Success

    New Ecommerce Tool: "Mailchimp's doing what?"

    Play Episode Listen Later Jul 28, 2021 25:30


    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" ToolsOptions for RetailersTaking on ShopifyIncomplete "Integrations"

    User Experience Design: Does User Experience Really Matter?

    Play Episode Listen Later Jul 20, 2021 55:40


    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 MetricsIdentifying User Experience (UX) IssuesThe Mobile Versus Desktop ExperienceThe Necessity of Form & FunctionCheckout Through Delivery & SupportData Security CertificatesOptimizing for MobileShipping & TrackingCommunication, Communication, CommunicationBut Wait, Don't Let Your Upselling Get IrritatingTools of The Trade, Mapping It All OutInvesting In A Site Rebuild, Redesign, or Remodel?Bringing the In-store Experience Online 

    Markets, Markets, Everywhere: Omnichannel and You

    Play Episode Listen Later Jul 6, 2021 26:24


    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 & EtsyMargins & CommissionsMarket SharingIntegrations & FeesDrop ShippingOther Markets & Retailers 

    Marketing Strategy: How to Beat the Competition

    Play Episode Listen Later Jun 22, 2021 42:57


    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 & ObjectivesCompetitor & Marketplace ResearchCreating Space for Your BrandUnderstanding Your Customer ModelBudget & Channel PlanningConversions & ReturnsChange & New Technology

    Product Branding: What Should We Call This Thing?

    Play Episode Listen Later Jun 8, 2021 38:25


    Today, in episode four, we'll explore the process of selecting a name for our fledgling company. That's right, it's time to drop the name, project X. We'll miss you project X. You served us well and had us feeling like mysterious super villains, but it's time to move on. We'll give you a sneak peek into how we did this with a startup mindset — that is — quickly and cost-effectively.Today's Episode Includes: Creating a production processManaging feedback overloadSourcing product materialsCreating physical prototypes

    Product Design: OMG, Making a Consumer Product Is Soo Hard!

    Play Episode Listen Later May 25, 2021 36:22


    Today, in episode three, we've started to skim the surface of product design from folks who have exactly zero experience designing a product. Fun times. We're not even inventing a new product and it's still challenging — the details and all the things that are going into designing our product line and figuring out how we're going to make it work...Today's Episode Includes: Creating a production processManaging feedback overloadSourcing product materialsCreating physical prototypes

    Selecting the right ecommerce platform for your SMB

    Play Episode Listen Later May 11, 2021 44:16


    Today we're talking about picking the right ecommerce platform for a small or medium sized business. There's really three different categories here. There's custom, there's hosted platforms, and there's software as a service platforms...Today's TopicsThe history of ecommerce platformsCommon assumptions and real-world experiencesVarients and product personalizationBack-end management and fee considerations

    Launching an Ecommerce Company: You're Doing What?

    Play Episode Listen Later Apr 22, 2021 18:20


    "Dude, how do you start a company when you can't even pronounce the product?" Join us as our digital agency launches an e-commerce company and the challenges we — and you — are going to face along the way...Today's TopicsSo, we're starting an ecommerce company (again)Passion products and market demandBuilding an outdoor furniture business from the ground up

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