I'm glad you have some water there.
Feel free to take a minute.
Yeah.
[Camera Man] All right, we're still rolling.
Have some more water.
[Camera Man] Camera rolling.
Do you have another water there?
I think you're running low.
I was afraid this would happen.
Yes, please.
Perfect. Thank you.
I tried hydrating on the way over too.
You take a sip for every two questions.
All right, everybody hydrated?
I'm just saying, it's important.
Let's get going.
I'm Emmanuel Acho.
The show is Simply Put
where we take intimidating business obstacles
and knock them down with solutions that are, well,
you know. These topics are tough
but I'll make sure everything is explained
in straightforward terms.
That’s the Simply Put experience.
Zach Lonergan builds experiences of his own
in his role as Director of Digital UX
at JackRabbit.
We talk to him about building a UX that's made to last.
We'll look at his expert advice with an assist
from Senior Manager of Product Marketing
over at Salesforce, Gurpreet Kaur.
Zach.
I have three kids.
My six-year-old sees Nike and Under Armour on the street
and he says, "Daddy, that's your job."
I am a people person at heart.
And I take pride in that, when we can help service
our customers and get them into the right fit.
Technology allows us to have a better conversation
with our customer.
We want to try and make sure that all touchpoints
within our marketing is dialed in
and it's personalized and it makes sense to our customer.
We want to make sure that they're getting
to the right item as quickly as they can and converting.
Something that I thrive on is how quickly we can change.
In our business we have to be able to adapt quickly.
We've seen that with the pandemic.
We are small and nimble, but the ability to
change very quickly within this space
has allowed us a lot more success and growth.
Our migration to the Salesforce Commerce Cloud
allowed our company to really scale
in a whole new direction.
One of the key successes that we've seen
is our ability to manage each of our storefronts
within one centralized backend of the website.
So our teams can quickly toggle
between sites and make changes.
We saw a significant increase in our conversion rate.
Stability and security have been
big pieces of those successes as well.
Without the analytics
we would be shooting into the dark
and we really wouldn't be able to enhance
or optimize those experiences and journeys.
The analytics is the core of our decision-making.
And so it's important for all portions
of our business to be tuned into the single source of truth
from a data and analytics perspective.
We're really putting a lot of
faith and trust into Salesforce
to help us present the user experience
and the customer flow
as seamlessly as possible.
UX is so important.
And I want your experience here
with our show to be positive.
So take a minute, take a breath.
Think of a loved one, a great memory.
And get ready for Zach's action-oriented steps
for UX with longevity.
Gurpreet Kaur from Salesforce
will jump in with tactics.
Simply Put, these are my top three tips
for building a future-proof UX.
Number one, use your customer's time wisely.
Good call, Zach.
Part of what makes an experience great
is how wisely it uses our time.
How can you account for this?
First, look for ways to speed up the path to purchase.
Try setting up predictive search.
When a shopper starts typing in the search bar on your site
AI will automatically drop the terms
and they're likely looking for.
You can also offer mobile wallets at checkout.
The most steps you remove in the purchase process
the more enjoyable it is
and the lower your abandoned cart rate will be.
It's simple. Easy shopping experiences
keep customers coming back.
Number two, experiences start with analytics.
That's right, analytics are powerful growth drivers.
Data related to persona, location and interests
can and should impact
what a customer sees on your homepage.
Do you use AI to sort products and make recommendations?
It's a great way to pay off
previous interactions and deepen relationships.
JackRabbit tailors their site based
on a shopper's previous purchases and their interests.
A long-time shopper might see products
that support their marathon training.
A new customer would see items for first-time runners.
These are the types
of experiences that really move the needle.
Simple, meaningful adjustments that are deeply
rooted in purposeful analytics.
Number three, embrace change and adapt.
What's the saying? “Change is the only constant?”
You must continue to adapt your business for your customers.
For example, you could open new fulfillment channels
so customers can shop how they want.
JackRabbit started offering curbside
and buy online, pickup in-store,
or as us Europeans call it, “Click and Collect.”
But that's not as simple as flipping a switch.
You need to adopt a shared inventory view
across all of your stores.
Shoppers have to be able to search availability by location.
Employees need a view into each day's orders
so they can notify customers when their order is ready.
This is just one example of going
beyond a great site experience
to really adapt to your customer's needs.
I am a very competitive person.
I challenge my peers and I challenge my team.
We want to make sure that we're pushing on each other.
It's how we get better.
I'm Zach Lonergan, and this is Simply Put.
That's all for this installment of Simply Put
but we're not done yet.
So play the next video
for more words of wisdom in plain language.