Ideate, Test, Iterate, Repeat
“Right now we’re really focusing on testing and trying new things,” McCune said, “and the best thing about BigCommerce is having the capabilities that allow us to try the ideas we come up with.”
Some of the team’s earliest ideas revolved around checkout and creating a better customer experience on their website. By adding multiple payment options, like Amazon Pay, or buy now, pay later providers like Afterpay, they have been able to give customers the ability to pay how they want. “We consistently see credit cards as our number one payment choice, but alternative options have definitely increased as the year’s gone on,” he explained.
Expanding Omnichannel Selling
In addition to checkout improvements, the team has also worked to improve their cross-channel selling capabilities. Using the Channel Advisor integration, the B-Wear team has been selling on Amazon and expanding into new marketplaces like Etsy. They have also been selling on social channels like Facebook, and are exploring expansion into Pinterest and TikTok.
Although the integrations provided by BigCommerce and Channel Advisor allow for selling on the marketplaces and social channels themselves, there has been a focus on guiding potential customers to finish a purchase on the website. “When you buy from a social media platform or marketplace, something a customer sees randomly in an ad, you’re not buying something from B-Wear; you’re buying it from Facebook or Amazon or wherever else,” McCune explained. “It’s a lot harder for us to build a relationship with the customer that way.”
Instead, they’re working with Omnisend, their email and SMS marketing provider, to create more robust lists and advertising campaigns around specific promotions and deals.
Focusing on Customer Experience
As B-Wear drives more sales to their website, they’re able to take advantage of many of the promotional features available on BigCommerce. McCune has recently been experimenting with Advanced Promotions Manager and cart-level discounts. This includes discounts on multiple product purchases, or more complicated promotions for individual products or product combinations.
“It took a minute to get used to,” he explained, “but being able to set up test customers in our store and trying out all the variations a customer could put in has helped a lot. I’ve gotten way more comfortable with it. I can go into a promotions meeting where someone brings in an idea and I can confidently say whether or not we can do something without some sort of complicated retooling.”
“The team at BigCommerce is able to understand what our priorities are, what we're looking for, and direct us where we need to go.”
Marketing Manager, B-WEAR SPORTSWEAR