Q&A with Acadaca’s VP of Business Development, Eric Sabo
4-Tell’s marketing team chatted with Eric Sabo, VP of Business Development at Acadaca.
What is Acadaca? A full-service commerce agency servicing the entire online ecosystem, on an a la cart basis but often highly integrated basis, inclusive of research and branding, user experience and creative design, to platform integrations, ecommerce operations and digital marketing. Acadaca also brings their own proprietary technology to the marketplace – examples include as a site speed optimizer, accessibility compliance tool, and business intelligence software.
As a trusted 4-Tell partner, we work together to ensure online merchants have the right mix of technologies and capabilities to create a highly personalized and efficient customer experience that drives conversion and customer loyalty.
Here’s what Eric had to say about the current state of ecommerce and the online experience.
1. What 3-4 capabilities are most common among successful online merchants?
- Site speed – faster websites lead to better consumer experiences. Today’s consumers have shorter attention spans than ever, so getting them what they want as quickly as possible is the first step in the right direction.
- Delivering consumers what they want. Nobody wants to deal with returns. It’s even more frustrating if it’s because an item doesn’t look like it did online or if it’s a miss ship from the warehouse. Delivering consumers what they want means online images mirror what the items look like in-person and well executed QA from whoever is delivering the orders.
- Figuring out a third reason to bring a consumer to your website. New arrivals and sales are the main drivers, but the brands that can compel a consumer with a third reason have a leg up on everybody else. Some do it with “customization/personalization”, fresh/helpful content, or some sort of gamification to name a few.
2. Integrating the ecommerce tech stack is one of the main problems you help merchants solve. Why should this be a top priority for today’s merchants? What becomes possible when all tools are integrated across an ecommerce site?
The goal of any site is to perform like a “well-oiled machine” so that you can get the consumer what they want as quickly as possible, as safe as possible, and from as many different channels as possible. From our point of view, we think having as many enhancements in one stack as possible is the most efficient (both in time and cost) way to keep consumers happy.
We have a couple of tools that help brands deal with speed and compliance. This isn’t to say we don’t recommend other solutions, we do – that’s one of the benefits of being in the ecommerce space, technology is always changing. However, we believe if you can limit your time management to 3rd parties, you can spend more time focusing on your consumer and their experience.
3. When you first start working with clients, what are some common pain points they’re looking to solve?
The length of projects, why timelines continue to move, and general lack of visibility into projects usually frustrate clients.
Another area is the inability to customize the clients desired experience due to limitations of the ecommerce platform. Some platforms don’t want developers touching the shopping cart, some platforms don’t merchandise well, and some platforms need a lot of custom work when making any sort of front end or back end change.
4. You offer a wide range of services and products to help improve merchant’s ecommerce site and digital marketing efforts. Where are merchants most commonly missing the mark? Across the board, where do merchants have the most opportunity for growth?
Speed, optimization and insights. We’ve been able to improve the site speed for almost our entire stable of clients. Our clients want to get customers to their desired products with the least amount of friction as possible. Most of our clients aren’t sure where to begin when improving site speed, so we built a tool that tackles this problem by optimizing their images across all devices which in turn increases site speed.
Speaking of friction, we find most brands aren’t optimizing their shopping carts as much as they should be. Of all the places on the website, the shopping cart should be the most painless and fastest process. We’ve had a lot of success auditing shopping carts, which enables consumers’ speedier checkouts, ultimately leading to higher conversions for brands.
We find our clients are bright but very busy – They don’t have the time to think about website enhancements or they just don’t have the resources. We have time and resources to think and act, plus the proven experience – we’ve been working in ecommerce for close to twenty years now, so we’ve got a bunch of great wins to share and things to avoid. It’s a huge value add to anybody we work with.
5. When do you typically introduce 4-Tell’s solutions to your customers? In your experience, how do you see 4-Tell best deployed by merchants?
We bring 4-Tell into the conversation when our clients run into issues with not knowing enough about how their customers are purchasing or when their marketing tactics start getting stale. We think 4-Tell can complement any marketing mix and there is always a lift. It’s always fun to watch the light bulb go off for our clients after the demo. They start to think of personalization in ways they’ve never thought of before.