Episode Title: Combating Website Abandonment with Brett Thoreson

Guest: Brett Thoreson, CEO & Co-founder of CartStack

In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Brett Thoreson, CEO and Co-founder of CartStack, a leading solution for website abandonment and sales recovery in e-commerce businesses. Brett shares his journey from working at BestBuy.com to founding CartStack, and delves into the significant problem of website abandonment. He offers insights into the causes of abandonment and provides strategies for e-commerce businesses to recover lost sales and improve conversion rates.

Key Takeaways:

• Brett’s Background and Introduction to Cart Abandonment (00:01:00):
  • Brett discusses his background in consulting for BestBuy.com, where he first encountered the effectiveness of cart abandonment retargeting campaigns.
• The Scale of Website Abandonment (00:05:30):
  • Brett explains that a typical e-commerce site converts only 2-2.5% of its traffic, highlighting the vast number of visitors who leave without making a purchase.
• Common Causes of Abandonment (00:07:45):
  • Issues such as lack of SSL certificates, high shipping costs, technical problems, and lack of trust through social proof contribute to high abandonment rates.
• Effective Messaging to Prevent Abandonment (00:13:15):
  • The importance of timing and tailoring messages based on where users are in the funnel, including using exit-intent pop-ups and retargeting emails.
• Utilizing Qualitative Data for Improvement (00:18:30):
  • Brett emphasizes the value of using surveys and qualitative data to understand why customers abandon their carts and how to address those issues.
• Best Practices for Retargeting Campaigns (00:22:00):
  • Ideal timing for retargeting emails, such as sending the first email within 20-30 minutes of abandonment, followed by subsequent emails over the next few days.
• Learning from Larger Brands (00:26:15):
  • Brett recommends observing and learning from successful strategies used by large brands like Nordstrom and Dollar Shave Club.
• Integrating Multi-Channel Retargeting (00:30:45):
  • Combining email, SMS, and push notifications to effectively re-engage customers who have abandoned their carts.

Guest Information:

• Brett Thoreson
  • CEO & Co-founder of CartStack
  • Email: [email protected]
  • Website: cartstack.com