Experiment Nation: The Podcast Five things that piss me off about eCommerce and how to fix them with Jon Ivanco
10 snips
Nov 27, 2021 They call out common e‑commerce friction like forcing email checks, hiding promo codes, and treating customers as part of the company journey instead of their own. They discuss why single‑use coupons can hurt retention and how multi‑use discounts can boost repeat purchases. They cover smarter signup questions, timing messages to buyer intent, and showing discounts clearly at cart.
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Company Journey Versus Customer Journey
- Company-focused journeys (maximizing immediate conversions) often replace genuine customer journeys that prioritize lifetime value.
- Practices like emphasizing 'first order' discounts reveal the company-first mindset and undermine repeat business.
Stop Using Single Use Coupon Codes
- Avoid single-use coupons that train customers to expect one-time deals and hunt for future discounts.
- A multi-use coupon that increases repeat purchases by ~7% can outperform single-use codes on lifetime value and CAC recovery.
Give The Coupon On Page Don’t Send Customers To Email
- Do not force customers to check their inbox for a promo code after they sign up on-site; display the code immediately on the page.
- Sending the code only by email creates friction on mobile (copy-paste, app switching) and kills conversion momentum.