5 Unorthodox Metrics to Track this Black Friday, Cyber Monday

After months of preparation, the fatal week known as Black Friday – Cyber Monday (BFCM) has arrived. While most are enjoying their Thanksgiving leftovers, ecommerce analysists are glued to their analytics platform measuring performance by the hour. When considering what metrics to measure, revenue is the most crucial key performance indicator (KPI) to consider during the holiday season. Online retailers will report that holiday sales can account for 20-30 percent of their fiscal year sales. Given this statistic, revenue performance will determine if your business will make it or break it over the holiday. So yes, revenue is important to track.  But what about other critical KPIs?

Conversion rate and average order value are other metrics that come to mind that determine success, but Something Digital is assuming these have already been accounted for in your reporting. So what are these other metrics? We have put together a guide to the five most unorthodox, yet equally important, metrics to track this holiday.

Cart Abandonment Rate

What is it?

Cart Abandonment Rate is the percentage of users who have added a product to the cart, but have exited the site before completing the purchase.

Why should I track it?

Cart Abandonment Rate (CAR) is an essential metric to understand when analyzing shopping behavior. Consumers will add 40-50 percent more products to their cart throughout BFCM, so online retailers can see nearly a 7 percent increase in CAR. So when analyzing CAR, ask yourself, are users comparing prices? Am I offering free shipping? Are my users looking to buy online, but pick up in store? By knowing your CAR, you will be able to better understand where users are dropping off in the consumer journey funnel.

How do I calculate it?

If configured properly in Google Analytics, you can find CAR in the Enhanced Ecommerce section.

If not, you can use this formula to measure:

Search Terms

What is it?

Keywords entered into a sites internal search box used to generate a search results page that showcases specific products based on keyword or combination of keywords entered.

Why should I track it?

Even when in the comforts of their own home, consumers are still overwhelmed with the rush of BFCM. Rather than racing through the aisles of stores, online buyers are now scrolling as fast as they can to find the perfect holiday gift. To get what they want faster, users are likely to rely on your internal site search feature. Analyzing what shoppers are looking for can further help finalize user behavior. Knowing this metric can also act as a catalyst for marketing personalization through the rest of the holiday season.

How do I calculate it?

There is no written formula for capturing site searches. You can obtain search term performance by using the site search reports in Google Analytics. To do this, you will have to set a proper query parameter. Another option is to use your ecommerce platform’s internal analytics tool.

Cross Device Performance

What is it?

Cross device performance references the tracking of the consumer journey across multiple devices, such as smartphones, desktops, and tablets.

Why should I track it?

Understanding cross device performance is another metric that gives insight into the consumer journey during BFCM. For example, 19 percent of Thanksgiving Day cross device transactions begin on desktop, but are completed on smartphones. On Black Friday, 27 percent of orders begin on smartphones, but are completed on desktops.

How do I calculate it?

There are several ways and tools that your company can use to set up cross device tracking. If you are not working with a third party that is tracking this already, Something Digital would recommend using cookies to capture client ID. The process of setting up cross device tracking can be a blog in itself, so for the sake of time, check out this blog or contact Something Digital.

Repeat Purchase Probability

What is it?

Repeat purchase probability is the likelihood of a consumer completing another transaction.

Why should I track it?

Knowing repeat purchase probability is an essential metric to track when analyzing customer retention. The ecommerce ecosystem is hyper competitive, especially during the holiday season. Every day, there is a new promotion being offered by your competition. You can use repeat purchase probability metrics as a competitive advantage when determining customer retention strategies through the remainder of the holidays.

How do I calculate it?

Use this formula:

Bounce Rate

What is it?

Bounce rate is the percentage of users who visit a website, but leave the site after viewing one page.

Why should I track it?

Tracking bounce rate percentages gives insight into the number of users who are not engaging well with site contact. Something Digital recommends tracking bounce rate by landing pages. Knowing where users are leaving your site can provide awareness around your sites user experience & interface performance.

How do I calculate it?

Use this formula:


Revenue, conversion rate, and average order value are all metrics of great importance.  However, there are other key performance indicators to take into consideration during BFCM. Let these five unorthodox metrics guide a deeper level of strategic insight to determine true success throughout the entire holiday season.

Written by: Tori Oates, Digital Strategist

SD Holiday Tips Graphic

The Three Ds of Last Ditch Holiday Campaigns: Discount, Discovery, Defend

Black Friday and Cyber Monday are quickly approaching — events that a lot of brands and retailers plan for all year long. Sites like The BlackFriday.com help consumers find the best deals, and get the most bang for their buck.

But what if, as an online retailer, you’ve been busy doing other things these past few months (like migrating away from Magento 1)? Does this mean you’ve missed the boat? That you’re doomed to have a disappointing 2019 holiday season? Absolutely not. There are some excellent last ditch holiday campaigns you can deploy quickly and easily and be a part of the Black Friday/Cyber Monday bonanza. I call them the three Ds of last ditch tactics: discount, discovery and defend.

First a shout out to Common Thread, a digital sales agency whose report, 103 of DTC’s Holiday Offers, was a source of inspiration for this post. The report includes 180 screenshots of the 2018 Black Friday and Cyber Monday promos offered by DTCs across a wide variety of market sectors.


Holiday shoppers are always on the hunt for a good bargain, and depending on your ecommerce platform, you can take advantage of that impulse quickly and easily. A popular tactic is site-wide discounts, which were deployed by about 44.8% of the DTC brands highlighted in Common Thread’s report. What I like about this tactic is that it’s egalitarian — everyone can benefit from your campaign, whether they’re first time visitors or loyal customers.

And since the point of a holiday promotion is to build trust and breakdown the barriers to purchase, it makes sense to offer it to as many new consumers as possible.

How much should you discount? Over half of the DTC brands profiled by Common Thread offer 20 – 25% off, with the vast majority offering 20%. Discounts that are less than 20%, it seems, fail to inspire customers to take action or accelerate the purchase decision, and it would be a shame to lose conversions due to a below-market discount. Let’s remember the key reason why retailers launch holiday campaigns to begin with: Consumers are in shopping mode, and discounts remove some of the risk of buying from a new brand. It’s an important trust builder.

Besides, all gifting holidays are boon to online retailers in that when you spend to acquire one new customer (in this case via a 20% site-wide discount), you have the potential to gain up to three new consumers to your brand, as we discussed in a previous blog post.

Tiered Discounts and Coupons

Tiered Discounts is another last-ditch campaign that can help you drive conversions and increase AOV. A tiered discount may offer 10% for orders up to $50, and 15% for orders up to $75. In other words, the more the customer spends, the greater the discount. We’ve seen instances where this strategy goes a long way for online retailers who rarely offer discounts.

Or, you can offer discounts on a select set of products once shoppers reach a specific spend threshold, as Pure did last holiday season:

Of course, retailers like Amazon and Verishop offer free shipping on all orders, which is difficult — but not impossible — to compete with. Applied right, however, free shipping can double or triple the basket size of your orders. For instance, let’s say your AOV is $60; you can offer free shipping on orders above $120. Visitors may opt to buy one as a gift and one for themselves! Self-gifting is definitely a thing.

Finally, you can offer incentives for signing up for your newsletter or offer a coupon code that can stack on top of the site-wide discount.

Just make sure you do the math ahead of time. It’s a great to drive AOV and win new customers, but it can be a fine line between spending a bit of money to get a new customer and taking a hit on your margins. And, you don’t want customers to think of your store as a discount brand.


The holiday season is the one time of year when practically all people who shop are deep into discovery mode. Depending on your ecommerce platform, it’s pretty quick and easy to designate a section of your site as a gift guide, which highlights the products in your catalog that make great gifts.

You probably have products in your store that naturally align with one another and would make terrific gift packs. Consider including them into multiple categories (e.g. gifts for Dad, gifts for home) and highlighting them as part of your holiday store.

Ways to Categorize Your Gift Guide

Again, depending on your ecommerce platform, it’s pretty easy to create multiple segments for your gift guide. At a minimum, consider Gifts for Men, Gifts for Women, Gifts for the Home (i.e. non-gender specific) and Gifts for Kids. You can also categorize by personas, say Gifts for Frequent Travelers or Gifts for Gearheads.

If you offer guided selling on your site that’s even better. Holiday shopping can be stressful for people who aren’t sure what to get their loved ones (especially if they’re teenagers!). So, while gift suggestions are a great way to increase sales, they’re also go a long way in alleviating shopper stress.

Finally, you can use a gift guides as a tactic to bump up orders, especially when you offer tiered discounts or free shipping based on spending thresholds. Offering a category of Gifts Under $25 will be helpful for shoppers whose baskets are, say, $10 or $15 shy of discount or free shipping promotion.


Some companies — Patagonia, Away Travel, Allbirds, Harrys.com — are explicitly choosing not to participate in Black Friday/Cyber Monday. These aggressively priced DTC brands are proudly telling the market they have no intention of jumping on the bandwagon, asserting that they strive to offer the best products at the best price every day of the year. Some, such as Patagonia and REI, have taken the stance that they want no part of the consumer hamster wheel.

Personally, I think this is a brilliant marketing strategy because it speaks to the core values of their customers. And if you think about it, it actually allows them to participate in Black Friday and Cyber Monday because, let’s face it, non-participation is a very real form of participation.

Of course, you don’t want to look like you’re not honoring the holiday season at all, so instead of a site-wide discount, craft some messaging that speaks to your core values, whether that’s mindfulness, sustainability or world peace.

Or, you can link to resources that promote your values, or highlight some sister brands that offer discounts.

Here’s the thing: This strategy just might convert the customer anyway, especially if they share your values and sensibilities.

This strategy also has the benefit of reinforcing that you’re a premium brand, and that discounts just aren’t your style. Holiday discounting often creates an ebb and flow of customers, meaning consumers will come to a site only when they know they’ll get a huge deal.

So, there you have it. It’s not too late to implement some very good holiday campaigns just in time for Black Friday and Cyber Monday.

If you’re looking for help implementing any of these ideas or need advice on how to get started let us know.

Written by: Phillip Jackson, Ecommerce Evangelist

Animated gif of lipsticks

Give your site a product-driven makeover

This beauty brand’s trailblazing strategy will inspire you

Often during the design phase of an ecommerce site, stakeholders focus on perfecting the aesthetics of the homepage with the assumption that it’s the face of the brand and the first touchpoint. But if the homepage over-emphasizes the brand proposition while downplaying or delaying the ability to shop, it may not deliver the best ROI.

For starters, customer intent can vary. New visitors may want to see a broad range of products up front, whereas returning shoppers might view the homepage as a pit stop on the way to making their next purchase.

Consider this: when gathering requirements for any project, Something Digital asks organizations to prioritize their valued conversions, and nearly all of them define increased sales as their number one success metric. How can we help customers find the products and services they need easily and with fewer barriers?

Let’s do the math. In a typical journey, customers land on a homepage, browse a menu, navigate to a grid of products, narrow their requirements with filters, click through to a product detail page, and decide if they want to buy the product. In this scenario, it takes them five steps just to think about adding one item to a shopping cart.

How might the number of steps decrease if…

  • Most content blocks on the homepage linked to products?
  • The homepage showcased best-selling products that can be purchased on the spot?
  • The navigation linked directly to products?


But wait: what if paid search ads didn’t drive to the homepage all, but instead directed customers to the best-performing category?

It’s time to try a more efficient workflow. At Something Digital, we advocate for clients, researching trends across verticals and recommending ways to stand out in a growing, competitive B2C ecosystem. Let’s make a case study of one brand we’re seeing break the mold, Glossier, an innovative online beauty retailer. We’ll observe how they optimize the site’s navigation, homepage, categories, and product pages to guide both new customers and loyal followers into making quick, but informed purchase decisions. First impressions matter; here are some User Experience (UX) and Content Marketing tips to get them right.

One caveat before we look into their strategy: Glossier is always enhancing the site and updating content to keep it fresh. Visual examples described and shown here were captured in August 2019.


Megamenus — navigation menus with multiple columns of category links and promotional calls to action — are ubiquitous in ecommerce. But Glossier’s stands out from the pack. Hover over any category on devices larger than a tablet to trigger a panel flyout menu featuring the image, title, and a brief description of every product in it. We have enough visual and verbal information to click through to a product directly without ever visiting a landing page. If the silhouette images aren’t convincing enough, pass your cursor over them to reveal real-life applications of the product. Not only is the desktop navigation streamlining the path to product, but it is also an immersive experience.

Glossier's desktop megamenu and mobile navigation

Glossier looks out for their mobile shoppers, too. In addition to the traditional hamburger menu, which when tapped, expands to display the navigation, we can also intuitively swipe left and right through a list of categories that display outside of the site header at all times on all pages. These categories follow us as we scroll, minimizing friction caused by expanding and collapsing the mobile menu.

Animation showing Glossier's search functionality

Bonus Feature: Shopping via search is as satisfying as browsing the desktop navigation. We see relevant results — a set of large product images, names, and descriptive badges —that dynamically update in real-time as they continue to type. And all results lead directly to products. No tapping return, no page refresh; Glossier shows us that the standalone results page is a thing of the past.


There’s often debate about the first content area on a homepage: Should it be a rotating carousel or static image? Should it fill the full screen width or have ample padding around it? Should it be cropped to fit within the elusive ‘fold’? But what if we spent more energy planning not what is looks like but where it links to? While hero images on most sites drive to a category page, Glossier goes bold and links to a product detail page for a top-performing product instead. Click the lifestyle half or the packaged product half of the split hero image; either way you bite, you’re one step closer to commitment. Plus, Glossier updates the hero often, so every product gets its moment in the spotlight.

Glossier's desktop and mobile homepage

Then comes the holy grail of content: Six featured customer skin-care routines fuse editorial, User Generated Content (UGC), and merchandizing into one powerful sales pitch. Conceptually, it convinces us that flawless skin is attainable with an easy DIY regimen. Could it be possible that one day they might showcase YOUR routine? Clicking through any of the real names and faces routine takes us to an intimate profile where we can read about someone like us, follow their routine, and add the full set of products to our shopping bag. Glossier gives us the proof we need to make a decision, no Product Detail page (PDP) required.

Baymard Institute, a leading web usability research institute, recommends that homepages promote at least 30% of the site’s main categories to adequately convey product diversity. Glossier does this by alternating category Calls to Action (CTAs) with a selection of best-selling products from those respective categories. We have options: dive deeper into the catalog, add products to our bag right away, or get more information from the Quick View directly from the homepage.

Glossier's desktop and mobile quick view

Bonus Feature: Quick View is optimized for mobile. Many retailers neglect or disable Quick View for smaller screens, but Glossier takes on the challenge and succeeds; everyone from any device can view product details at-a-glance.

Product Listing Page (PLP)

This is not your average PLP. Within the first viewport — the visible area of the web page — a contextual image and marketing copy communicate the brand voice, while a capsule product collection shows the scope of the category. These featured products are given prime real estate and are strategically merchandized to align with promotions, email marketing, and inventory. We’re enticed to look at items we might not have considered before defaulting to our usual browsing patterns. Plus, there is no false floor. We get brand flavor and a substantial taste of the product set, encouraging us to scroll for even more crave-worthy content. Like the homepage, all products can be viewed, configured and purchased directly from the PLP.

Glossier's desktop and mobile product listing page

Presumably because they have a small product set, we can sort, but not filter products. However, we’re still able to efficiently find the serum, moisturizer, or gift set made for our unique skincare needs. I call this the “MVPL” effect: Minimum Viable Product Listing. First, products have short, unequivocal names that describe what they do. Next, each product has up to two badges: one that displays on top of the image to advertise deals, and one that displays below the name to plug special features. We circumvent the PDP, getting helpful details here and now. Lastly, by combining the price with the CTA, Glossier streamlines visual clutter. It’s clear exactly what we’re adding to our bag, how much it costs, and how much we’re saving.

Hovering over a product on Glossier's desktop product listing page

Bonus Feature: Every hover is an opportunity. For example, hovering a product image reveals an alternate contextual image, intended to surprise and delight us. Some static images hover to animated gifs, telling a story, without words, about who shops Glossier and how they use the products. These joyful interactions persuade us in a way that no bulleted list of benefits can. As for CTAs, button hover states differ when products can be added to our bag right away vs. when we need to make size or color selections. For instant purchase items, the bright, accessible text color on hover reinforces urgency. And in case we still aren’t ready to take the leap, hovering anywhere on the product triggers a reminder that Quick View is an option, too.

Closing the Deal

If we have sufficient information to bypass the PDP, great! If we need more, Glossier’s efforts to push traffic to their content-driven product pages pays off tenfold. Let’s roundup the top five most effective selling tools on the PDP. We’re convinced. Will you be?

  1. Silhouettes? Please. We need results!: The photo gallery, which includes images of real people who swear by the product alongside studio and model shots, is a visual testimony to quality. Plus, makeup captions mention which product variation the person is wearing.Glossier's desktop and mobile product detail page image gallery
  2. It’s all in the details: Everyone shops differently. Whereas I’m a sucker for clever descriptions, you may be more pragmatic and need a structured list of product details to trust the brand. Glossier’s specs vary in length and format, accommodating all of us. Perhaps cute, hand-drawn icons representing product benefits — like a peach for ‘plumping’ — resonate with you? Glossier has those, too.
  3. W.A.K.: As we mentioned earlier, UGC is GOAT. We can read, search, and filter reviews to fill in any gaps within the product specs. And we can rate and leave reviews — pics included — contributing to the community. Post-purchase, we can share our IRL routine and post our experiences to Instagram, where other brand devotees can shop the look. Word-of-mouth is powerful, especially sealed with a shade of raspberry pink.User generated content on Glossier's desktop and mobile product detail page
  4. We’ll have one of everything: Related products and cross-sells are effortless to add on. In essence, we can design our perfect bundle from a single page.
  5. Easy, breezy, beautiful, transparent: Glossier doesn’t have anything to hide, literally. We’re enticed to scroll through the enjoyably rich one-long-page layout and we’re never asked to expand, collapse, show more, or show less to get information. Fewer steps = a faster path to checkout.


Bonus Feature: Retailers often opt for a tabbed or accordion layout instead of a one-long-page layout, arguing that customers won’t want to scroll, but Glossier shuts that myth down. The primary CTA conveniently follows us on scroll, AKA Sticky Add to Bag. From anywhere on page, we can access the Buy Form, the area on the PDP where we select color, size, quantity, and/or any other product variant and add the item to our bag. We’re free to explore; the option to buy will be there for us when we’re ready.

Glossier's sticky add to bag feature on mobile

From header to footer, homepage to the shopping bag, Glossier’s ecommerce strategy is product-focused. Their online store experience is tailored for customers to make informed purchase decisions early on in as few steps as possible. Every CTA either navigates to product pages or allows us to bypass PDPs entirely — even signing up for the mailing list triggers a welcome email that links to, you guessed it, a product. And it works. According to Bloomberg, Glossier’s revenue more the doubled last year.

But it doesn’t end there. Glossier could further optimize the site in the future by displaying alternative products for zero search results, saving customer preferences to personalize content, or inviting new customers to take a quiz unlocking the best products for their skin type. They exemplify why retailers should consider deviating from the traditional checkout funnel, investing more in PDPs, and shortening the path to conversion.

Are you inspired to rethink your conversion strategy? Something Digital’s award-winning Designers and Digital Strategists can help you revamp your site’s UX and Content Marketing — and measure the revenue impact. Give us a call or email us to meet your business goals today.

Writer: Gina Angelotti, Interactive Designer

Part 2: Influencers, Affiliates and Collaborations

This three-part series is a primer for retail site owners who know they need a content marketing strategy but require some help in figuring out how to make it a reality. The first part, Content Marketing: Social and Written Content, addresses the challenges of getting started and offers strategies to help you write and post your first blog or article.

Part two in this series explores influencers, affiliates and collaborations — three content strategies that result in greater brand awareness and sales.

Uncovering Your Brand Story

Most small and growing brands were launched because the founder had a great idea for a new product or business, not because they’re great writers, or even marketers. And yet a whole host of people, from employees and customers to potential partners and investors want to know your brand story. How do you tell it?

If you don’t know what to say about your brand, ask those who are the most opinionated about it: your customers. They’ll tell you how your brand fits in with their lives and explain when and why they choose you over all other options. What they say will be instructive, and the fodder for your content strategy. Brace yourself, because you’re likely to hear things you’ve never even considered before, some of which may blow your mind. I once heard Susan Werner, a singer-songwriter on NPR say that releasing a new song is like sending your daughter down the aisle on her wedding day; you raised her as best you could, but her life is out of your hands and you can only hope for her happiness. It’s the same with your product line: once your stuff is in your customer’s hands, it’s theirs, and so is the story that’s told about it.

If that sounds scary to you don’t worry. Your customers will say really nice things about you, nicer than you can get away with saying about yourself. My colleague, Brian Lange and I learned this first hand when we asked for people to tell us about their experience with Future Commerce, a podcasting venture of ours.

That’s why any well-rounded content marketing strategy must include testimonials or social proof. Two ways to engage the fans of your brand is by identifying influencers and affiliates and giving them a voice.

Recruit Micro Influencers

Micro influencers are all the rage these days, and for good reason. These are folks who have social followings, usually online but not always. In part one of this series, I talked about a shoe brand that needed to explain how its shoes took time to conform to the wearer’s foot, but once it did, there were significant health benefits to be reaped. In this case, an orthopedist or podiatrist would make an excellent influencer because they have a lot of credibility — namely a medical degree and a lot of firsthand experience addressing foot issues.

It may surprise you to learn that there are many podiatry influencers on Instagram. Granted they don’t have millions of followers, but most influencers aren’t Dr. Oz. Finding a small niche influencer for your sector can go a long way in infusing your brand with credibility, as well as generate lots of shares, new customers, and sales.

Of course, you may not have a relationship with micro influencers, but you can begin by simply reaching out to them. Just send them products at no charge so they can check them out for themselves. Who knows, they just may become fans.

Let’s assume that you have converted an influencer to your brand, and he or she begins to talk about it on social media. Should you just let that positive energy reside on Facebook or Instagram? Absolutely not. A well-rounded content strategy is one that folds the posts and blogs back into the channel you own and operate — user generated content on your site, video or audio podcasts, email newsletter or whatever. The influencers you engage are telling your brand story from another perspective, and potential customers should have many vehicles to hear what’s said.

Affiliate Marketing

Affiliate marketing was once a widely used tactic, especially in the pre-social media days when word-of-mouth required face-to-face discussions. Back then big brands would partner with mommy bloggers or anyone else who had readership or eyeballs to promote their products. The bloggers allowed brands to place a display ad or link on their sites and receive some kind of compensation for the traffic they referred. Brands had big budgets for their affiliate marketing initiatives, and that made a lot of bloggers rich.

Today’s affiliate marketing is quite different, and it’s particularly suited for emerging DTC brands and startups. Take Rothy’s, a brand that makes super nice shoes and slippers out of plastic recovered from the oceans. You can’t ask for a more inspiring or worthy sustainability message! But, making shoes out of recovered plastic isn’t cheap, which is why the shoes have a pretty high price point. Building a brand on Facebook and Instagram isn’t cheap either, so Rothy’s launched a program where customers who referred their friends to the brand received coupons to be applied on its retail site. The tactic allowed people to try the shoes and to offset the cost (read: risk they wouldn’t like them) by evangelizing the brand.

Pattern Brands is using a similar tactic with the launch of Equal Parts, a cookware and recipe site. Site visitors who refer a friend who also signs up for the Equal Parts newsletter, receive a $25 gift certificate they can use to buy cooking gear.

What I love about this tactic is its ingenuity. Free stuff lowers the barriers of customer satisfaction, meaning people will experience products based on its utility and function, and not on how quickly it arrived at their doorstep or whether it was worth the cost. If they’re happy with the product, they’ll evangelize the brand.

You don’t need to use this strategy forever; it’s just one tool in your arsenal. But its inherent virality earns it a place of honor in any well-rounded content strategy. It also lets you ask your customers to share, not just buy. That message activates a different part of our brains, and prompts people to do a lot of legwork of finding your next customer.


Target is the category killer when it comes to collaborations, but precious few can afford to collaborate with a celebrity or powerhouse. Still, we see a lot of terrific collaborations between DTC brands like Jeni’s Splendid Ice Cream’s partnership with Tyler the Creator, or even department stores collaborating with a brand for an exclusive product in honor of an anniversary. Merging two customer bases means more sales for all.

Lately, we’ve seen a lot of collaboration between brands, such as Outdoor Voices and normal, everyday people who tell their stories. In this case, the brand’s customers are folks who wanted a more active lifestyle and were mindful about that goal. Tracksmith has a similar strategy, although their focus is on people who take running super seriously, meaning they train for events like ultra-marathons. Tracksmith has launched an online journal that features the individual training regime of these runners and athletes.

Or, you can collaborate with a local charity, civic organization, girl scout or boy scout troop to create products for people in your brand’s community. People are interested in stories, and these types of collaboration provide ample fodder for your content strategy (as well as give you a shot in the arm).

So, there you have…my recommendations for creating content by amplifying your brand. Next up: Video and Brand Identity.

If you have any questions about your content strategy or how to get one started, let us know.

Written by: Phillip Jackson, Ecommerce Evangelist

Guided Selling Ebook

Since the dawn of ecommerce, retailers left it to the consumer to figure out which products were right for them. They provided a search function, a product image and details (often taken verbatim from the manufacturer) and called it a day. It was consumer’s job to slice and dice the catalog and to arrive at a decision. True, some offered live chat assistants to guide consumers, but mostly they followed pre-written scripts, and lacked the kind of detailed knowledge needed to help visitors select products.

Guided selling seeks to address the “decision fatigue” consumers feel when presented with too many product choices. Guided selling takes multiple forms: quiz-based personality testing, questionnaires, chatbots that walk consumers through a decisioning tree. Regardless of the format, the goal is always the same, which is to help the customer find a product that is right for him or her.

Want to learn more about Guided Selling? Drop your email in the box below for our free Guided Selling Ebook.

Written by: Something Digital and Zoovu



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How to Define your Tech Stack Strategy

Most people expect blog posts and articles about selecting an ecommerce tech stack to provide answers, yet this one will ask far more questions than it will provide answers.

I say this because every business is different, and not just in terms of products or services sold. An organization’s level of maturity, its availability of time and resources to dedicate to an implementation, and its existing systems have a tremendous impact on how to approach the project. If any vendor or agency tells you they have a foolproof template for building a tech stack for businesses just like yours, run for the hills. If you engage with a company that makes such claims, you will inevitably waste a lot of time and money on a project with a high chance of failure.

There’s no getting around the fact that launching or upgrading your ecommerce tech stack requires you ask many questions both of yourself, and of the tech vendors, consultancies and agencies you’ll tap for help.

Let’s start with the basics: what exactly is an ecommerce tech stack? Obviously, the entire world defines it as the collection of products and services that make up your commerce activities, but I no longer believe that to be accurate. A company can have a fantastic collection and still have a tech stack that’s an utter failure. It behooves us all if we redefine it as the partners that power your commerce system.

Select Your Tools

There’s a huge array of tools available to support your ecommerce platform, and another avalanche of them coming to market in the next 12 months. Here are your options, overwhelming right?

So how do you decide which ones are first necessary, and second, a good fit for your business? Here’s where all that questioning comes in.

Know Your Level of Commerce Maturity and Pick Partners that Match It

What do I mean by commerce maturity? It’s the complexity level of business solutions that your business should be employing.

Before you even begin to select partners and technology, you’ll need to assess the level of complexity you’ll need to deploy. How much time do have available to dedicate to this project? How much talent do you have within your organization? How much time does your internal talent have to dedicate? What other projects are they working on? How much budget do you have? What other technologies already exist? Which ones will you need to integrate with your new ecommerce tech stack? Do you have the resources to do that integration?

If you don’t know the answers to these questions you’re far from alone; most companies don’t. A good start is to take an inventory of all the solutions that already exist within your walls. If you don’t have a PMI system, then you probably are at a low level of maturity. That’s not an insult or a bad thing; it’s a guidepost to help you choose wisely. You don’t want an overly complex ecommerce stack if you don’t have the resources and skillset in house to manage.

Know Your Customers’ Expectations

You can’t really assess your maturity level unless you have a good handle on your customers’ expectations. Of course they all expect you to be able to take and fulfill an order, but do they expect you to have live inventory on your site? Do they want a branded shipping experience? Do they want personalized recommendations from you? Do you have the right set of tools to aid in shopping? Do your customers need visual search tools, for instance?

Answering these questions may require a variety of efforts, from market research and competitive analysis to compiling data from your customer service teams. And you should probably plan to spend some time talking with your customers.

If you’re feeling a bit overwhelmed by the breadth of these customers, keep in mind that most companies find it difficult to objectively assess how mature they are. You may want to appoint someone in your organization to ask those difficult questions, and if no one is available, find an agency or consultant to help you.

Pick the Right Agencies and Consultants

Chances are high that you’ll hire an agency or consultant to help you make sense of your needs and help you design your tech stack. It’s an important hire, one that can have long lasting consequences. The number one question you should ask yourself: do you trust this agency or consultancy?

Once you decide that you do trust them, other questions you must ask include: How mature are the other merchants in their portfolio? Are they thought leaders, putting out content that advances the industry? Given that just about every agency has a set of companies they recommend, ask yourself: How mature are the software companies they recommend? Obviously, if they’re not as mature as your company, you won’t get a lot of strategic benefit from them. Conversely, if they’re way more mature, you can find yourself buying a lot of expensive software from partners who are just out of your reach.

Let’s assume you decide that an agency or a consultant is the right fit, you need to ask: Do they have an offering or a way to partner that’s going to help you get to the next level of maturity?

Select the Partners Not Vendors

First and foremost, don’t just buy products or services, select partners, which is to say, companies that are committed to your success, and will work to ensure it. There is a huge difference between buying software from a vendor and partnering with a provider for a solution on which your entire business depends.

So how do you distinguish a vendor from a partner? Partners should be eager to educate you, and willing to explain their technology in ways that are meaningful to you and they should pick up the phone if you have an issue. Of course, many of the tools can be managed with self service but a lot can’t, and if you experience an issue with a mission critical component of your tech stack, you want a partner who understands the urgency of the situation.

They should be able to help you make rational choices. For instance, can they clearly and accurately tell you the resource allocation required to properly leverage their product? Do they have an assessment of their solution’s total cost of ownership? And of course, what level of customer service do they provide? Those are 3 key things that will help you understand whether or not you should engage with them.

Leverage Your Partner’s Pre-existing Relationships

Finally, if you decide to use an agency to help, consider leveraging their pre-existing stacks and relationships to the fullest extent possible rather than adopt net-new products. In technology, familiarity = efficiency.

In other words, if using an agency to assist with your ecommerce using the stuff they’re already good at is going to be good for you. You’ll also get better support, possibly discounts, as well as access to additional resources if your agency has a good relationship with those companies.

I told you this post would ask more questions than it answered, and I kept my promise. But within these questions there is methodology that will help you make smart decisions about your ecommerce tech stack and set your company up for continued success.

Written by: Brian Lange, Director – Business Development

Trends Graphic

Managing Channel Conflict

Every brand wants to make it as easy as possible for consumers to buy their products and for good reason. Consumers face no shortage of choice, and if they face too many obstacles in buying from a particular brand, they’ll simply select another. That’s why most brands adopt a multi-channel retail model. Rather than restrict sales to their own direct-to-consumer (DtC) website and retail outlets, they form partnerships with wholesalers, boutique shops and the online marketplaces to sell their products. But while commerce is made super easy for the consumer, it is anything but for the brand.

Topping the list of headaches is channel conflict. You can work hard to establish a premium brand whose products consumers are willing to dig deep into their pockets to acquire. All that effort can be upended if department store decides to discount your products and all of your other wholesalers opt to match that fire sale price. And when this happens, it’s entirely possible that your website has the highest prices for your products, and consequently, the last place consumers want to shop!

Clearly, developing a strategy to manage channel conflict is as important developing a merchandising strategy (in fact the two are closely related). As we shall see in this blog post, there are steps you can take to protect your margins and your brand, and still have productive and mutually beneficial relationships with your wholesalers and marketplaces.

Let’s begin by discussing why a strategy for managing channel conflict is essential.

Protect your margins

Your DtC site and your retail outlets obviously offer your brand the best margins, and you’ll want to do everything you possible can to protect them. As mentioned above, wholesalers can undermine your efforts by discounting your products (and using their big Google AdWords and Google Shopping budgets to ensure people in-market see their lower prices!).

But they’re not the only ones who can frustrate your efforts. Let’s say you ship inventory to mom & pop shops or small boutiques that have small but loyal clientele. These shops often have stores in the global marketplaces, and may opt to discount your products there in an attempt to find new customers. If that happens, you can bet that the marketplace will detect that lower price point and match it. Suddenly your brand is in a race to the bottom.

Protect your reputation

When customers see the same product sold at different prices at various retail outlets a sense of unease can set it. What shouldthe product actually cost? How do they know they’re not getting ripped off?

That unease is made worse if the same retailer presents different pricing via different channels. This past winter, an NBC affiliate reported that the prices listed in Target’s app change based on the consumer’s location. If at home, prices displayed via the app were generally lower; in store, they were higher. Although Target hasn’t explained their reasoning, to many consumers it felt as if the retailer wanted to lure them into the store with lower prices, assuming that once there they’d just pay the higher cost rather than go someplace else. This isn’t a good way to instill trust, even if Target had no intention of deploying bait-and-switch tactics.

Protect your customer loyalty

Every brand makes investments in their customers, and you want those investments to continue paying dividends through repeat sales and customer referrals. Third-party channels, like Amazon, can help you introduce your brand to new consumers, but the process needs to be managed. If consumers stop coming to your site you won’t have any opportunity to build long term relationships with them.

Now that we know the challenges, what can you do to overcome them?

  • Think twice about discounting core and evergreen products. Let’s say your brand is best known for its bright green alligator shoes; they’re the evergreen product that sell well week after week, month after month. You should resist the temptation to discount them on your site, as your wholesalers will quickly match your price. Given that you probably have agreements in place that guarantee margins for your wholesalers, discounts on your evergreen products are just unprofitable endeavors.
  • Cull your list of wholesalers. While it’s tempting to have as many wholesalers as possible selling your products, sometimes you need to make difficult choices and cull your list. The best wholesalers are those that are equally committed to your margin goals. If a retailer doesn’t mind taking a 10% or 20% hit on the margins for your products, it may be best to sever that relationship.
  • Withhold future shipments. Once you ship inventory to a wholesaler you have very little control over the price they opt to sell it for, but you absolutely have control over future shipments. You can inform your wholesalers that they won’t be entitled to receive future shipments if they discount your products. Just make sure you follow through on your warnings.
  • Create custom products for special events. Wholesalers are often masters of merchandising, and when they approach you to participate in their once-a-year anniversary sale or some other special event, a little flexibility on your end is needed. Rather than discount your core product line, create a special product or bundle just for that retailer. This strategy ensures that your core products aren’t discounted, and that the sale item is only available from that source.
  • Reserve exclusive, limited and customizable products to your owned and operated channels. Keep avid fans of your brand coming to your DtC site or stores by reserving your exclusive, limited availability or customizable products to your owned and operated channels. And, by the way, you can feel free to discount those products if you want, as you’re the only one who sells them.


Those are just some of the strategies we’ve seen retailers deploy to manage channel conflict. Keep in mind that while these tactics clearly work to your advantage, they also benefit your wholesale partners who are equally committed to strong margins.

Written by: Phillip Jackson, Ecommerce Evangelist & Guest, Megan Petersen

Security Lock

Security Best Practices: Security.txt

With the rise of cyber-criminal rings like Magecart, security is becoming an increasingly relevant topic within the ecommerce space. In this post we’ll explore an emerging specification, security.txt, and explore its relevance within the Magento ecosystem.

What Is It?

The usage of security.txt can be read about on the project’s homepage.

In a nutshell, websites publish a file named security.txt, in the .well-known/ folder. Here is an example of a published security.txt file, https://github.com/.well-known/security.txt. The file provides information on how security issues should be reported to the owner of website in question.

Why Is This Relevant?

As reported by Dutch security researcher, Willem de Groot, Magento extension are now the top cause of Magento breaches. “Internet Bad Guys” are proactively scouring the source code of Magento extensions looking for vulnerabilities and using them to compromise Magento sites. As such, it’s more important than ever for Magento extension providers to facilitate responsible disclosure of security vulnerabilities identified by responsible security researchers.

What Is Something Digital Doing About This?

I’m happy to announce that Something Digital now publishes a security.txt file:

If you discover a security vulnerability in any of our open-source modules, our website, or on the any of our client’s websites please report it to us responsibly as we’ve documented in our security.txt file.

Written by: Max Chadwick, Technical Lead

Chart and Arrows

25% of Your Online Sales? 100% Necessary: Your Amazon Playbook

If you are one of those merchants who’s still not selling on Amazon, or you are but haven’t yet checked into all the services they offer sellers, this blog post is for you.

The Case for Selling on Amazon

You might think of Amazon as your competitor, but that isn’t necessarily the case. With the right strategy in place, Amazon can be a vital strategic partner, as my colleague pointed out. Consider that in 2018, Amazon accounted for 49% of all online retail transactions, and an astounding 5% of all retail sales full stop.

Here is where things get interesting: about half of all products sold on Amazon are from third-party sellers. If Amazon is 49% of all online transactions, and half of those transactions are from folks like you, it means that about 25% of online transactions are from third-party merchants selling on Amazon. Put another way, 25% of your market potential online is through Amazon. And as mentioned in a previous blog post, for many consumers, Amazon is the first, and often only, step in their product discovery process, and if you’re not there, you have no hope of ever getting their business.

And key markets just love their Amazon Prime. According to a Business Insider survey, 44% of millennials would rather give up sex than quit Amazon for a year, and 75% would rather give up alcohol.

Step 1: Do Your Research

Amazon offers a ton of services to help third-party merchants sell and thrive on its marketplace. In fact, the breadth of services can be overwhelming, which is why we recommend spending some time reading about the options and making choices about what’s right for your business. Some merchants may benefit from engaging a consultant who has expertise in Amazon to help choose which services will best compliment their business goals.

For instance, what percentage of your business should come from the Amazon marketplace? If you’re getting an abundant amount of sales through the site on a daily basis it may be tempting to focus your efforts there. But what happens if something goes wrong with your Amazon account, or if it is deactivated for some reason? You need to know upfront the level of support you can expect from Amazon (and ensure they’re on the same page).

Step 2: Set Up Your Amazon Account

Generally speaking, merchants are either third-party sellers (Seller Central) or first-party sellers (Vendor Central).

  • Seller Central (3p): Amazon provides a turnkey web interface that allows merchants to market and sell products to Amazon customers (i.e. sell via the marketplace)
  • Vendor Central (1p): Amazon acts as a full-time distributor of your products, buying and storing inventory and taking care of everything from shipping and pricing to customer service and returns.


Account Types

You’ll also need to determine an account level. There are fees associated with selling on Amazon, and sometimes they give merchants pause. Don’t forget: there are always costs to do business, and while at times Amazon fees can seem high, consider the cost of selling through other channels. When considering TCO, you may find that it’s actually less expensive to sell through Amazon.

  • Professional: $40/month + fees
  • Individual: $.99/sale + fees


Fulfillment Options

Finally, select your fulfillment option. Fulfillment is one of Amazon’s strong points, and the company has built massive infrastructure to get packages into the hands of shoppers in a timely manner. It is a pay-as-you-go model. If you use Fulfillment by Amazon (FBA) your products are available for Amazon Prime.

  • Fulfillment by Amazon (FBA): Your products are in Amazon’s fulfillment centers, and Amazon will “pick, pack, ship, and provide customer service for these products.” Fees are on a per package basis, determined by size, there are also warehouse storage fees. Amazon offers a fee calculator to help determine your costs.
  • FBA Onsite: You store your products in your own facility, and Amazon reps pick, pack and ship it for you. Eligible for Prime and Subscribe & Save. Amazon fulfillment fees but without the storage fees.
  • Fulfillment by Merchant (FBM): You take full responsibility for  storing and packing and shipping orders. There are no fulfillment fees.
  • Seller Fulfilled Prime: Sellers deliver directly to domestic Prime customers from their own warehouse. By displaying the Prime badge, you are committing to fulfill orders with Two-Day Delivery at no additional charge for Prime customers. Amazon gives you access to the right transportation solutions to help you meet the high bar for the Prime customer experience. Note: There is a waitlist to join this option and participation requires sellers to use Amazon Buy Shipping Services for at least 98.5% of orders.


Inventory Management Tool

Amazon has built some great tools for managing your inventory, such as an Inventory Dashboard, and Inventory Performance Index, which measures inventory management over time, including how well you balance inventory levels and sales, fix listing problems that make your inventory unavailable for purchase, and keep popular products in stock.

Step 3: Produce Discovery, Promotions and Advertising

Amazon provides a range of options to feature your products and brand to help you win customers and generate sales. For instance, you can create special offers for sale on Amazon, your site, or your stores only (for FBA participants only). These are powerful tools because Amazon goes out of its way to get your offers in front of its customer base, which is why an additional 5% fee is applied across your entire account. So if you sign up for these programs, make sure you take advantage of them.

  • Amazon Exclusives Program: The Amazon Exclusives Program is one way the marketplace can help you acquire new customers. Amazon describes it as, “best destination for innovators to launch and build a brand by providing increased brand discoverability, marketing opportunities, and self-serve brand tools.” Don’t be put off by the name of the program, Amazon defines “exclusivity” as “selling through Amazon, your own website, and your own physical stores.” This can be a on a per product basis, or even unique variations on an existing product.
  • Amazon Deals: Amazon offers many deal options — Today’s Deals, Lightning Deals, Savings and Sales, and Coupons. If you haven’t yet applied to be included in Deal of the Day, do so immediately. Lightning Deals are now a consumer sport, with numerous shopping blogs offering tips on how to snag them. To participate in a Lightning Deal, you and your products must meet specific Amazon criteria.
  • Sponsored Products: Sponsored Products is Amazon’s PPC advertising service that helps sellers promote the products they list on Amazon. You select the products you want to advertise, assign them keywords and enter a cost-per-click bid. Then, when an Amazon shopper searches for one of your keywords, your ad is eligible for display alongside the search results. You’re charged only when an Amazon shopper clicks your ad, at which point the shopper is taken to your product details page.
  • Sponsored Brands: Formerly known as Headline Search Ads, Sponsored Brands are keyword-targeting, cost-per-click ads that allow brand to promote custom headlines, their logos, and images, and drive traffic to their Store or a curated page that showcases their brand and products on Amazon. Why should you invest in Sponsored Brands ads? From 2015 to 2018, Amazon surpassed Google for product searches, with Amazon growing from 46% to 54% and Google declining from 54% to 46%. And it’s still in its early days yet.


Step 4: Evaluate Additional Amazon Services

Ever notice how the arrow in the Amazon logo points from A to Z? That’s not an accident. The company has always sought to provide everything a person may need.

The same holds true for its sellers and a host of other business entities. Amazon offers a mind-boggling array of additional services, some for use on Amazon.com and others for anywhere else on the web. Some of these services, like Brand Registry, I consider must haves, others are beneficial for specific types of merchants and sellers.

  • Brand Registry: Amazon Brand Registry helps you protect your intellectual property and create an accurate and trusted experience for customers on Amazon. It’s software proactively removes suspected infringing or inaccurate content. This is one of the services I think all vendors should use.
  • Amazon Business: Amazon Business is a B2B service that allows businesses to sell and purchase supplies from one another. There’s no fee for joining, and members get access to quantity discounts, tax exempt purchasing, business-only prices, among other perks.
  • Amazon Handmade: This is an artisan-only community for selling handmade items to Amazon customers. Participants can take advantage all other Amazon programs, such as FBA, and promotions.
  • Amazon Custom: Amazon Custom is a store on Amazon.com, where shoppers go to customize your products with their text, images/logos or from a list of options that you provide. Custom products are cross-listed in our store as well as in your specified department.
  • Amazon Multi-Channel Fulfillment: Amazon’s Multi-Channel Fulfillment (MCF) offers access to Amazon’s fulfillment network, operational expertise, and trusted shipping options for all of your orders, from wherever they’re placed—both on Amazon.com and on other sales channels.
  • Amazon Web Services: AWS provides on-demand cloud computing platforms to individuals, companies and governments, on a paid subscription basis. The technology allows subscribers to have at their disposal a virtual cluster of computers, available all the time, through the Internet.
  • Amazon Pay: Amazon Pay is an online payments processing service that lets Amazon customers pay for item on external ecommerce sites, using the payment (credit card and address) stored in their Amazon account.


Parting Thoughts

Before I leave you in this post, I would like to take the opportunity to address some concerns about selling on Amazon that many sellers have shared with us at Something Digital.

The first concern is data. When a customer purchases your product via Amazon, obviously Amazon has access to their customer’s data, including search history, other products looked at, name, address, credit card information, and so on. What’s to stop Amazon from using that data about your customer for themselves or for your competitors’ benefit?

Consumer data is one of the hottest commodities in commerce, period. Should this stop you from selling via the marketplace? In my opinion no. Amazon already has all the data they need and if they don’t they will soon. It’s one of the perks of having the largest assortment of products online.

And consider this: Let’s say your products fall into a unique category that’s not sold on Amazon currently. You withhold your products from the marketplace, but will your competitors? Likely not. So unless you trust all of your competitors not to sell on Amazon, they’ll get to the 300+ million customers on Amazon before you.

Finally, as huge and as important Amazon is, it isn’t the only marketplace in the world.  Walmart, Jet and Alibaba are huge marketplaces, and you should plan strategies for them as well, lest you miss out on those opportunities.


Written by: Brian Lange, Director of Business Development

Complex B2B needs? No problem. SD Knows B2B.

Something Digital spends a lot of time building B2B oriented ecommerce sites. In fact, some 60 – 70% our clients are B2B, which is why we’ve made significant investments in building a B2B practice. Prospects often ask us if it’s necessary for companies like Something Digital to develop a B2B specialty because a website is a website, right? In other words, if the purpose of an ecommerce site is to help visitors find what they need and make a purchase, why differentiate between a B2C and a B2B site?

In 99% of the time, B2B sites are vastly different from B2C sites. However, we’ve worked with brands such as gemline.com, which serves a B2B clientele and have sites that follow the B2C model, with product detail pages and shopping carts. But these instances are the exception, not the norm.

Unlike B2C consumers, most users who visit a B2B site aren’t new to the brand (many brands will vet customers before allowing their purchasing agents to shop on their site or require a specific level of volume prior to ordering via the web). The purpose of the B2B site isn’t to promote product discovery and delight, but to make placing orders as quick and seamless as possible. By definition customers to B2B sites are frequent buyers who place high volume, high value orders based on a pre-negotiated price list.

Hallmarks of B2B Sites

Functionality requires vary from site to site, so it’s impossible to say all B2B sites need this set of five requirements. That said, there are hallmarks that distinguish B2B sites:

Differentiated Customer Pricing

Most B2B customers begin purchasing from a site only after they’ve signed a contract with the site owner. Site users expect their orders to reflect any volume discounts and price breaks they’ve negotiated. All orders must accurately reflect that differentiated pricing.

Streamlined Purchase Orders

Business clients rely on purchase orders to track expenses to the right account and to analyze operating costs. B2B sites should allow users to enter P.O’s quickly and easily.

Obtain Quotes for Projects or Project Builds

Many B2B customers will purchase items for projects they’ll deliver to their clients, such as a contractor who has been hired to renovate a kitchen or a bathroom. In such cases, the contractors will want to build a quote for all the costs — countertops, vanity, light fixtures, etc. — that they can share their clients and collaborate on changes. This requires functionality outside of the scope of B2C sites.

Quote Templates

Similarly to the above, many companies have templates for services they order, and would like to create and store those templates on the B2B site. For instance, an interior designer may have a standard approach for designing rooms that are “shabby chic” or “mid-century modern” which include select textiles or signature pieces of furniture. Rather than start each quote from scratch, they prefer to start with a pre-built template that they can edit for individual customers.

Grid Ordering

Grid ordering is essential for B2B customers who place large orders each month, such as a hotel chain that supplies uniforms for their staff. Busy purchasing agents would prefer to select desired products and sizes from a grid of SKUs, or even upload a spreadsheet, rather than search for, select, and add the individual pieces and sizes to the shopping cart manually. Grid ordering is a feature that can be enabled in both Magento and Shopify.

List View Ordering

We work with many B2B companies that want to allow their customers to place orders via a list view or a category rather than a grid. This feature allows users to call up a list of the items they wish to purchase, and quickly populate quantities. This functionality is particularly helpful for users who need to order from a huge category of products in a single order.

Why Something Digital?

Clearly requirements differ from one B2B client to the next, which is why a top-notch professional services team is essential to understand and deliver the right UI and UX site features for your business.

Something Digital has invested in high quality professional services team, which has developed a white glove methodology for delivering B2B e-commerce sites that will last through the years. It begins with a thorough investigation of the needs of your business as well as those of your customers. Our goal is to understand how they wish to purchase from you, and to make that process as frictionless as possible.

We also have engineering team that is tasked with understanding how your customer relationships are actually enabled. In other words, the relationship isn’t confined to your e-commerce site; custom pricing may reside in your legacy ERP system, and contract terms may be housed in your CRM system. Our engineers ensure that your ecommerce site is fully integrated with all critical systems that touch your customers.

And as I mentioned in the beginning of this blog post, we have an award-winningUI/UX design team that’s focused solely on B2B customers.  This team will build an interface that’s designed to enhance the way your customers prefer to interact with your company. If you want more information about the work that we do make sure you contact us.

Written by: Phillip Jackson, Ecommerce Evangelist