• Explore. Learn. Thrive. Fastlane Media Network

  • ecommerceFastlane
  • PODFastlane
  • SEOfastlane
  • AdvisorFastlane
  • LifeFastlane

Improve Your Shopify Online Experience, Reduce Cart Abandonment, And Increase Conversions With Danny Wajcman Of Lucky Orange

Ecommerce fastlane ep 240 - Danny Wackett discusses optimizing conversation rates.

In today’s Shopify eCommerce podcast, my guest is Danny Wajcman, the Co-Founder and COO of Lucky Orange. They are a conversion rate optimization platform that helps Shopify merchants reduce cart abandonment and grow sales by understanding visitors’ behavior in their Shopify store. They are Shopify Plus technology partners, which means they have the privacy and scale to assist all brands on Shopify. Let’s jump in a learn more!

You can also get today’s Shopify eCommerce podcast show notes, full transcripts, links, resources, and actionable DTC marketing strategies, including tips to fast-track the growth and profitability of your Shopify eCommerce business.

LEARN MORE and grow your Shopify store at eCommerceFastlane.com and eCommerceFastlanePodcast.com.

Get Your Competitive Growth Marketing Edge

Our North Star is to inspire founders and marketers to accelerate growth through podcasts and strategic insights. Each week Steve Hutt and his Shopify Expert guest discuss the latest marketing strategies and current marketing tactics to accelerate growth and scale in 2022. You’ll learn how to improve efficiencies, profitably grow revenue, and build lifetime customer loyalty for your Shopify-powered online store. Today’s episode gets you one step closer to learning from those who are winning in e-commerce!

Listen To Todays Ecommerce Podcast

This episode is sponsored by the BeProfit app for eCommerce sellers. Do you need a clear picture of your profit margins or an easier way to understand your ad spend? Are you looking for a fast way to analyze all of your stores’ data? The BeProfit app does it all for you. As many of our readers, I used to track a lot of my profits and expenses with multiple spreadsheets.

It worked for a while but as my stores started to scale up, it simply isn’t a viable method of accurately measuring the true profitability anymore. That’s where BeProfit app is changing all of that. It’s available in the Shopify App Store. You can go there. The app itself gathers a vast amount of data in the blink of an eye with auto-integrations to a lot of the top app platforms, AliExpress, and a lot more.

What BeProfit does though is it translates all of your Shopify store data into an intuitive and customizable all-in-one dashboard and provides you with valuable insights that allow you to zoom in on the metrics that matter most for your brand. You can take full control of your data and even create an export custom report unique to your business.

Discover your most valuable products. You can look at your top-performing ads, best customer cohorts, and so much more all with BeProfit’s intuitive profit dashboard. Check them out at BeProfit.co. They have a seven-day free trial. Also, all of the readers get access to an exclusive lifetime 15% discount. Use the code FL15 on any of their plans.

What You Will Learn Today

  • How monitoring responses can help you make informed changes to your Shopify store
  • Advantages of being a Shopify Plus merchant when using Lucky Orange
  • How Lucky Orange can help you optimize your page and reduce cart abandonment and grow sales

Links And Resources Mentioned

Connect With Lucky Orange

About Our Ecommerce Podcast Guest: Danny Wajcman

ECF 240 Danny | Optimize Conversation RateOver the years I have developed my passion for marketing and advertising by developing and executing successful branding and selling strategies, while generating new business leads and retaining current clients through excellent communication, effective team management, and through personal and respectful communication with everyone.

I’m a dynamic sales and team leader with a proven track record of success by creating new operational efficiencies, and updating dated sales and account management practices. I encourage open communication, lateral thinking, and an energetic- competitive environment for my teams. My greatest strength and asset is the talent of the team around me.

– Talent Management and Coaching
– ROI Analysis and Budgeting
– Operations Management and Implementation of new Best Practices
– Lead Generation and Effective Prospecting/Closing
– Lateral Thinking to identify and extract hidden Potential
– Salesforce and Pipeline Management

Specialties: My strengths include team leading, project management, creative brainstorming, lateral thinking, budget and financial management, creating incentive programs, and the ability to communicate to all people on a personal and respectful level.

Rate > Review > Follow > On Apple Podcasts

“I love how Steve chats with interesting ecommerce partners to help Shopify entrepreneurs like me.” < If that sounds like you, please consider rating and reviewing my show! This helps us support more people — just like you — get one step closer to the business growth that they desire. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, follow the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not following, there’s a good chance you’ll miss out. Follow now!

Subscribe to the eCommerce Fastlane Podcast and get an instant notification when a new episode is released. We’re available on Apple PodcastsSpotifyStitcherGoogle Play, or wherever you get your podcasts.

spotify podcast badge blk grn 330x80 1    apple podcast badge 330x80 1

Episode Sponsor

Today’s episode is brought to you by the BeProfit App, the all-in-one profit analysis dashboard for eCommerce stores.

BeProfit is an extremely accurate finances profit calculator and data analytics reporting dashboard to track business metrics, lifetime profit and expenses. Its profit dashboard with finances profit calc gives better financial reporting charts, custom reports & auto exchange rate for accurate profit calc, helping you make smarter decisions to optimize your store & improve profits & sales.

Know your true profits, create reports, and optimize your Shopify store with BeProfit.


Danny, welcome to the show.

Steve, thank you for allowing me to join.

I’m so excited to have you on. You’ve been on my radar for years. I know the importance of CRO. We will talk about what your tool does. You have elevated yourself to a certain level in the Shopify world. It means a lot to me and others that are using your platform, helping to understand the customer journey, and making intelligent data-driven decisions based on these sessions that you have recorded and heat mapping.

There are a lot of things inside Lucky Orange that I want to make sure people understand. Many people have heard of you but maybe they don’t know specifically. That’s what I want to unpack. It’s to understand what exactly your tool does. First, let’s talk about some of the high-level problems that you’re solving for Shopify.

It’s a great setup. If you’re here and you’re reading, it’s because we’re always learning and growing. That doesn’t stop with our websites either. When we think about our websites, sometimes we think about them as almost these static things where we make our best guess or recommendation, put some content out there, and see how people respond to it. The reality is we have a duty or obligation to monitor those responses and make informed changes based on those things. If we look at Lucky Orange in this example, what does Lucky Orange do to help facilitate that?

If you think about the visitors that come to your website, oftentimes they leave these digital breadcrumbs behind. Whether we are marketers, analytics people, media buyers, or tech people, we like to pick up on these digital breadcrumbs and assemble the puzzle of what’s happening on our site. Lucky Orange aims to pull back the digital curtain and give you real transparency as far as what’s working on the site and what may be stumbling blocks or hurdles that we may not know about that are preventing potential sales, conversions, more contact forms, and sign-ups.

I completely forgot about some of the things that you can do. One is doing surveys and things at the end of the transaction or if someone is going to be leaving the site and not converting. It’s so interesting to me. Was the session recorded? Likely. Are there heat maps associated with that session more generally? Yes. You go specifically with the survey. You’re able to ask a couple of intelligent questions. It maybe helps you figure out, “Is this corroborating what we’re seeing as the session recordings, heat maps, and other visitor profiles that we have? Does the exit survey impact decision-making?” I believe the answer is probably yes to that.

It’s stepping back. One of the things that’s important whether you’re a solo entrepreneur or a large brand on Shopify Plus is we want to understand and get the most value out of every visitor. Ideally, we want every visitor to purchase but in the real world and when we’re breaking down the data whether we are a small site or even a large brand, very common eCommerce conversion rates are around 1% to 2%.

To break that number down is sometimes a sobering metric. Let’s say we are bringing 100 people to our site and maybe we pay for that traffic through Google, Facebook, Instagram ad, or some other influencer. Somehow we’re driving traffic to our site. We’re lucky if 1 out of those 100 people decides to buy our product or sign up as a lead, even more so if 2 out of 100. You’re doing even better than most.

The idea is, “What can we learn from those 1 or 2 people and also from the other 98 people that did not convert? What can we gain from those things and make meaningful changes? That way, when 100 people come to the site, maybe 2, 3 or 4 people convert.” While it may not seem like the biggest deal, we’re now talking about doubling our sales and leads. This is the type of insight we provide for tens of thousands of Shopify merchants.

Let’s talk about this origin story because it does fascinate me about why people build what they build and the pieces keying together with the founding team years ago. I would like to understand a little bit about the desire and expertise to want to build this platform. I don’t know if you can share some inside information on some of the founding team.

The desire and need for Lucky Orange came from what we saw as a shift happening in general within internet advertising and then the importance of not just about the best ad network and get as many clicks as I can for the cheapest amount but also recognizing how I get the most out of each visitor and how am I understanding that. Budgets could be tied for a lot of people, whether you’re just starting or an established brand.


[click_to_tweet tweet=”One of the things that’s important, whether you’re a solo entrepreneur or a large brand on Shopify Plus, is to understand and get the most value out of every visitor.” quote=”One of the things that’s important, whether you’re a solo entrepreneur or a large brand on Shopify Plus, is to understand and get the most value out of every visitor.”]


What can we do? We began to say, “I have visitors on my site. What if there’s a way I could speak and connect with them? Maybe it’s in real-time through the tools Lucky Orange provides like our chat software, surveys, or announcements. For those I can’t speak to, what can I learn from the people that dropped off?” It’s not rooted in traditional analytics like Google Analytics that still have value but traditionally, if you think about a visitor’s journey on-site as a story, oftentimes we have been stuck with the beginning and the end of that story.

The beginning of that story might be, “How many visits did I get now? Where did they come from?” We get stuck in vanity metrics like, “What was their average time-on-site? What was our bounce rate?” The end of that visitor’s story is, “How many sales did I have now?” Those are important metrics but what can we do to focus on those next-tier metrics?

“Not every visitor bounces. Some people view my products. Many of them even added it to the cart. Where did I lose them? Was it on the billing page? Were they looking for my return policy? Did a button not work?” Unless someone would take the time to pick up the phone and call you or send you an email like, “Your site is not working,” unfortunately, if most visitors struggle to find what they’re looking for, they’re going to hit the Back button, go back to Google, and click on the next link, which may even be a competitor of yours.

We wanted to invest in software that could give people that transparency to see exactly what’s happening there. We do this in the form of visitor sessions or recordings. We can watch simulations and playback of what visitors anonymously do on your site without the need to capture any sensitive or Personal Identifiable Information. They are clicking on a button and that button is not working or they are scrolling but in our heat maps, we’re showing you that they don’t even scroll as far down as your call-to-action button.

These visual insights help you make informed choices that simply aren’t rooted in, “They stayed on my site two minutes longer. I must be doing something right,” but you still didn’t get the sales, so let’s get them further down that funnel. Use the Lucky Orange funnel to identify what stage are my people dropping off in. Most importantly, identify that the need in this market ranges from startups, solo entrepreneurs, scaling businesses, and large brands.

In having an effective price point where we start and have free plans that range from $10 and up, we’re not going to blow out your budget. Great software is great but if you can’t even afford it or by buying that software, you have no budget left over, then reinvest in optimizing the site. We understand the symbiotic relationship that we want to have in everyone’s tech stack.

It’s interesting. I do recommend a lot of solutions to the book of business and the brands that I manage. A lot of times, I do an app audit and try to find, “Why did you choose these certain solutions?” Shopify does 80% of eCommerce well. The extra 20% typically needs to be filled in with some connection to enhance the platform, customer experience, or data analysis as you do.

A lot of times, just because of the attrition of employees and things, some people forget why it is they have certain apps running. That slows your website down and certain things. The expense goes along with it. It’s funny when you reveal what’s going on. I know how affordable your solution is. It’s almost a necessary thing to have. If you’re not testing, comparing, and even A/B testing certain things or understanding the customer journey, then you’re not getting any better. Your competitors are working on it. If you’re not, that’s not great for you. You have an affordable solution to wanting to do that.

There’s one thing I want to add that is important to caveat because there are others in the Shopify world that even go to Google and search for it. There are lots of other CRO or heat map session-record types of solutions. It’s a little bit different. I would like to understand a little bit about how you have differentiated yourself. There are some notable peers out there that have some functionality that’s similar but you have notably done something unique to differentiate from others. I would love to understand a little bit more about that.

There are a couple of components to that answer. I’ll speak first specifically to the Shopify market. One of the things is we didn’t simply want to say, “Let’s take Lucky Orange, repackage it, and call it Lucky Orange for Shopify.” It would have been easy to do but from the very beginning, investing in the Shopify ecosystem, the merchants’ success, and understanding of who the merchants are would help us curate a better user experience.

One of the things we do is if you sign up for Lucky Orange through Shopify, we’re going to make the out-of-the-box experience a lot better for you. We’re going to create some tags and funnels that are programmatic to the typical Shopify visitor or merchant experience by creating tags and funnels from the homepage to viewing the product, adding to cart, billing, and shipping. We’re going to create those funnels for you and add tags so you can quickly find sessions of visitors that did or did not purchase.

We focused on speed and performance. That way, we did not affect the speed or performance of your website. I’m sure we will talk about it more later. With the Shopify ecosystem, which has a very impressive roster of over 7,000 apps and growing, it’s incredible to see that there are only 80 that are in the Plus ecosystem. We’re proud to say that we are 1 of those 80 apps, which means we went through an important vetting process that focused on the privacy, security, and support we provide.


ECF 240 Danny | Optimize Conversation Rate
Optimize Conversation Rate: Unfortunately, if most visitors struggle to find what they’re looking for, they will hit the Back button, go back to Google, and click on the next link, which may even be a competitor of yours.


As we continue to differentiate ourselves from people in the ecosystem and people outside of Shopify, it’s our commitment to the merchant, our price point, and the ease of use. Some competitors we have out there require you to set up experiments, which means, “Today, I want to track these pages. Tomorrow, I want to track these.”

We’re always on and we allow you to go back and say, “What happened a week ago?” You don’t always know what you’re looking for. This is the important part of having that data there and the reliability that I can go back and find it. That’s something that time and time again merchants tell us, “We didn’t even know what we were looking for, let alone worrying about setting up experiments or samples of users. It’s so great to have it all.”

Congrats again on that Plus certification because there are only 80 of them. Slowly over time, they’re going to be adding more but it’s quite a rigorous process. I’ve spoken to other founders who got Plus-certified. It was quite an ordeal because there are some big bad brands that are doing almost $1 billion in revenue. They don’t want to have any issues with the use of any third-party application.

All of the benefits you mentioned with privacy, security, data handling, and things like that are all important benefits of what you get with Lucky Orange at an extremely affordable price. I don’t want to keep hitting home on that but it turns out to be almost a no-brainer for most folks if you’re not doing these things. It’s going to be so affordable to try it out and see what you’re missing.

One question I do have top of mind here is about visitor profiles. You mentioned a lot of the tagging things and getting some of these conversion funnels. You understand where people are dropping off or converting and wanting to do more of certain things. You mentioned PII or Personal Identifiable Information or non-PII. That’s probably a better way to say it.

I’m curious about how the visitor profiles part of Lucky Orange work. There’s going to be the known customer with the logged-in experience. Somehow we got an email address, phone number, or opt-in of some sort. I assume that must correlate to a Shopify customer record and purchase or not. There’s this unknown customer. Let’s say the conversion rate is 2%. 98 of the 100 are leaving.

Are some of those known? Yes, most are known customers. They have previously shopped potentially or they have opted into some discount code but still haven’t purchased yet. I would like to unpack a little bit about it because the known and unknown customer journey fascinates me and then how Lucky Orange can help people understand that or how to action the data.

It’s a great part of how Lucky Orange operates. I’ll give this real-world example that we all experience in life, have experienced, or things like that, and then exactly technically why that makes sense. Think about a website whether you have kids or you’ve been to a friend’s house who has kids. Undoubtedly, you’re going to walk past a refrigerator somewhere and there’s going to be a piece of artwork on the refrigerator. You’re like, “What is that thing supposed to be? Is that a sunset? What’s going on there?”

As a parent, they’re so proud of their kid’s artwork. You’re walking by like, “I know what’s going on here. I’m struggling through it.” Does this person want to know what we think about their kid’s artwork? No, they’re just so damn proud of it. That’s why. Translate that to our websites. Oftentimes as we’re building websites, we have the same feeling. We are very proud of the websites we build. We know exactly how we’re supposed to use the website because we helped build them or we’re part of the team and we did QA.

Naturally, people will view a site and click on a site. It’s going to be this seamless user experience. This is when we talk about the types of visitors that visit whether you know them or don’t. Imagine the ability to understand what people thought about your kid’s artwork if you cared or not to make your kid a great artist. It’s the same thing with your website. There’s feedback from anonymous people or even people you know. Both of those things are important.

Do you need to know who everybody is that gives you feedback? You certainly don’t. If they voluntarily give you information about themselves because they have purchased in the past, signed up to get a download, or to be contacted, that’s voluntarily giving you information. They want to be contacted or they want their feedback to be known. Lucky Orange does account for both of these situations.

Out of the box and by default, we’re going to assign anonymous aliases to your visitors. We do some whimsical pairings. We will assign a color and a fruit or a vegetable. You might have Purple Banana or Aqua Tomato. That’s all you need to know. It doesn’t matter their name or who they are. You just need to know that they struggle for these reasons and they’re actionable.


[click_to_tweet tweet=”Investing in the Shopify ecosystem and the merchants’ success and understanding who they help curate a better user experience.” quote=”Investing in the Shopify ecosystem and the merchants’ success and understanding who they help curate a better user experience.”]


However, if a visitor does voluntarily submit information to you because they have chatted with you and signed up in the past, Lucky Orange will give you an advanced capability to assign an identifier to that visitor. That identifier could be a name because they have given it to you, a customer ID, or an order value. It’s another way of looking at it and saying, “Here’s somebody who struggled. They’re high-valued customers because they have had an order value that’s over $500 or $1,000.”

You can segment that feedback too and action it but know that information is private to you and your website. Even if that visitor goes to a different website and that website also happens to have Lucky Orange on it, that information will not be shared across sites. That is between you and the visitor. That’s giving both the merchant and the visitor tons of controls to opt out of it or have that data deleted if they wanted to.

It reminds me of zero-party or first-party data. The first-party would be data that’s inside Shopify and how you can action that. That’s usually through orders. The zero-party data, which is more of a buzzword, but popular is when you do surveys or when the person gives information about their likes and dislikes. Maybe they’re not a customer yet. They may do some quizzes.

There are quite a few partners that talk about this zero-party data option and how you can action that data. All of these data points are all going to be accessible if the customer chooses to want to release it or if you’re asking the right questions. It’s cool that Lucky Orange understands that. You don’t need to know everything about every unknown customer or potential customer but you do need to have some general ideas in knowing how to action it. It’s important.

This is that transition from what you lose in the digital world versus the brick-and-mortar world. If I’m standing at a checkout lane, I’ve got to see every visitor that comes into my store. I can see the products they browse. I can see some people try them on and some people walk up to the register and purchase or not. I can learn from their body language and see all those things. In the virtual world, some of that can be harder to find and see.

Lucky Orange still wants to be for merchants. It doesn’t matter what team you’re on. It’s still to gain from those insights without knowing, “That was Steve who was in my store. If I don’t know Steve, there’s no reason I need to know that you’re Steve. I just need to know that Steve was successful on my side because that made my products easy to find or Steve was unsuccessful because he had issues and I wasn’t able to address them.”

For those that are new Shopify entrepreneurs, we have a full range of people reading. Some people are in the early stages of their business. With your prices being so affordable to get involved and see the customer journey, are there prompts or anything in the platform itself from an education perspective about, “That’s fair enough. You’ve added the app and we’re now tracking the known and unknown customers and tagging and organizing some things. That’s all good.” What’s the standard operating procedure? What are steps 1, 2, and 3? Is there an onboarding sequence to educate people in the early stages of using the tool about what things you’ve seen have been successful and what to look for from within the tool?

There’s that question of, “I’m sitting on a trove of information. Other than throwing myself into the haystack and hoping that needle pokes me, what do I do from here?” We’re always getting better at this. One of our major focuses for 2022 is continuing to simplify the discovery and show you insights and jumping-off points. While we continue to improve upon that, there are some things we do as an organization to help you hit the ground running.

Everybody who signs up, whether you pay or not, or use a free account, if they would like to take a fifteen-minute phone call with our customer success team, they show you tips, tricks, and some ways to look at the data. It’s a tremendous asset to be able to speak to a real human about some of the data you’re seeing or hit the ground running in that capacity.

I was noticing it too. I cruised over to the end of the blog area. There are a lot of things in here about how to better understand your visitors and run these ability tests from zero starting point. There are quite some things about landing page optimization strategies. You’re on the right track here to have this education available to people.

The fifteen-minute call is fantastic because that’s a good onboarding to say, “Welcome. We’re here to help you with X, Y, and Z. Here are some basic jumping-off points. Also, subscribe to our newsletter and go to our blog. You can find some good information in there.” It’s moving forward from within the app to have some notable recommendation engine saying, “Over the last week, we have noticed X, Y, and Z. You may want to have a look because we’re noticing some anomalies that we don’t think are right.” That’s the power of ML and AI in the future too.

There’s always going to be this important balance between real-time support like being able to chat with us or phone calls into having desktop references where I can go back and read a playbook for success. At the same time, have curated bespoke recommendations that are based on my site traffic patterns. It’s something that says, “Look over here. This seems like a deviation.”


ECF 240 Danny | Optimize Conversation Rate
Optimize Conversation Rate: It doesn’t matter whether we’re a solo entrepreneur, a smaller or growing business, or a larger established brand. There’s a delicate balance between the time that’s available to us, the resources and knowledge we have, and everything else we need to juggle.


You’re going to see a lot of that surfacing in-app more as we hear from our customers. They’re saying, “We like this. We want more of this.” A lot of that is going to continue to come out in-app. It’s the ability to surface these insights that feel actionable and allow you to say, “There is a lot to look at here. There are so many things I could do. Push me in that direction. I’m okay with that.”

I want to pivot to a story. We’re all pre-motivated. I get a lot of feedback through socials when I launch an episode. They always say, “The story is what motivated me.” It puts you in the shoes of that entrepreneur and how they may have found the solution. That inspired them to take some action to try it for themselves too.

Hopefully, I don’t put you on the spot here but it would be great if you could share a story or case study of a Shopify business that implemented your solution. I would like to understand what motivated them from not having Lucky Orange, installing it, and then going through the education process of how the tool works. Also, what came out on the other side of improving efficiencies, driving more revenue, or whatever business outcome that you want to share.

That goes back to how nobody wants to struggle. It doesn’t matter whether we’re a solo entrepreneur, a smaller or growing business, or a larger established brand. We have a delicate balance between the time that’s available to us, the resources we have, the knowledge we have, and everything else we need to juggle. Sometimes the simplest approach to understanding why something is not working, why am I not getting the sales I want, and what are my users looking for is to simply ask our customers or visitors.

Maybe I say that and someone says, “What’s the best way to do it?” Here’s a real-world example. While we work with a range of customers, this one personifies this exploration into hearing the voice of your customer. We had a customer in My Bait Shop. They were a decent-sized fishing and lure company. Much like any entrepreneur or eCommerce store, they had dozens if not hundreds of skews available and if not thousands of all the different types of lures, fishing equipment, and apparel that are available that anybody can purchase.

Like any good Shopify merchant out there, they’re going to create this good-looking landing page and put that carousel right there on top. They’re like, “What if I’ll just show a bunch of different things and maybe categorize them?” In other cases, you might see these are men’s, women’s, or kids’ products but those are just guesses at navigation to try to make it easier for people. After struggling with some sales, they decided to say, “Let me create a quick Lucky Orange survey.” We’re going to make it one question and ask their audience, “What products are you interested in the most? Is it fishing poles, tackle, waders and boots, or older vintage fishing lures?”

Interestingly enough, a huge part of their audience told them, “We’re coming to your site because we’re looking for these hard-to-find vintage lures that seemingly they offered.” When they took that information from running a survey through Lucky Orange, then they paired that because we don’t just offer the surveys. We pair it with the Lucky Orange sessions and recordings so they can then go back and watch how the people navigated the site and filled out the survey.

They saw that people were struggling to find those products. What they did is they decided to, on their homepage, simplify the navigation and add vintage lures available to them. Instantly, the success in their checkouts upped significantly. They grew their sales to 300% or something by simply listening to their customer and asking them, “What are you trying to find?” They were featuring that. That’s simplifying that discovery but from the users’ perspective to eliminate that guesswork.

I’m on MyBaitShop.com. They have taken the lessons learned from Lucky Orange and implemented them, “Welcome to My Bait Shop, the world’s largest online-only new, used, and vintage fishing tackle shop.” Clearly, they have learned that that’s what they want to be known for because that’s what the customers were looking for based on the survey that you helped facilitate. That’s pretty cool. That could work with anybody in any industry. Fashion is probably half of Shopify.

If you’re a fashion brand, there are certain garments you want to sell. That’s fair enough but is that truly the reason why people are showing up? Is it more the story behind it? Are there other different types of things that they want to see? Maybe you’re a t-shirt brand and you’re looking for more vintage t-shirts or you’re in the ’80s band section. There are so many questions that you can ask. At the end of the day, you’re trying to tailor what your audience is looking for. You want to make these products that they want to see. This is a great example with My Bait Shop.

You touched on it. There’s this two-way assumption that we are going to teach our visitors what they want and what’s good for them but it’s the inverse that we should be more mindful of. Let them teach us and let us cater to that and make that easy to find. Once we have them, we now have the ability to remarket to them, bring them back, and things like that.

That’s another episode. Let’s talk a little bit about the future for Lucky Orange. You’re newish at least as a technology partner and a very successful app in the App Store. I would like to understand what your North Star is. You’re talking about some things that you might be working on. I don’t know if you can talk about your public roadmap at all for the rest of ’22 and partner lines or innovations. I’m curious about what you’re going to be doing to continue offering value and assistance to Shopify brands.


[click_to_tweet tweet=”Sometimes the simplest approach to understanding why something is not working is to simply ask your customers or visitors.” quote=”Sometimes the simplest approach to understanding why something is not working is to simply ask your customers or visitors.”]


That speaks from the high-level perspective where we continue to be mindful of how busy people are. Whether you are your own store or you’re a member of a team, we are busy. There’s a lot we want to do. It is Lucky Orange’s charge and duty to help you execute the things you need to be doing. A lot of that is going to be through how we surface insights in Lucky Orange that say, “This trend is happening. Here are some recordings and heat map insights that support it. Now that we have proven it to you, go fix it.” We’re going to be here to help you monitor it and make sure it’s all going as planned.

In some cases, we might even be able to help you fix it or point you in the right direction. We know a big part of that is being able to explore this and share this with others. It’s getting more capabilities around that. At the end of the day, it comes back to simplifying that discovery while at the same time continuing to be committed to having our ears to the ground, listening to our users, the merchants, and the people saying, “We like this and want more of that,” and being cautious of never affecting as best as we can the speed or performance of the site.

Even when Shopify did their big rollout with Lighthouse and they were doing an audit of the app, we consistently ranked very high as far as not having an impact on the site. That’s something we’re proud of because when you sign up for Lucky Orange, you don’t have to use all the features but you get access to the visitors, sessions, heat maps, form analytics, surveys, and chat. All those things are included with that one app because of the JavaScript that you would install. As we continue to expand on our capability, our direction or North Star comes from understanding the pain points, speaking with our users, and helping them be more successful in their day-to-day.

When someone goes to the Shopify App Store, you can search for it through Lucky Orange, find it there, and add it to your store. Is that pretty much all that’s required as part of the onboarding process? It’s to add that app and then from there, are there step-by-step instructions about what parts of the app you want to use? Are those parts activated as required? Walk us through what can people expect if they do turn it on.

The easiest flow through the Shopify Plus app ecosystem is searching for Lucky Orange. It says, “As complicated as clicking the button Get App, it’s going to authenticate it.” With the next set of visitors that come to your site, you are tracking. You may not be ready to use every feature but they’re there when you’re ready. Instantly, you’re going to be able to see real-time visitors on the site. One of the features that we have is a real-time co-browse to see what people are doing. A lot of times, people like to experiment. They get on their phones and they’re almost watching themselves on their phones.

You see a lot of that happening. That’s the playground that it is. That’s where our onboarding comes in. We help guide you, “Here are some step-by-step things to help you get the most out of your first or even seven days of Lucky Orange. View a heat map over here. Here’s how to set up the chat so if you’re ready to use chat down the road, you’re set up.” There are a lot of in-app tutorials and onboarding, let alone the fifteen-minute calls and the other documentation we have available.

It’s good to know there are no other manual code things that they have to deal with. I find that a lot with private apps or other different marketing platforms over the years where people have to get into the Liquid code above the head tag and do their thing. It’s crazy. Install the app and it does the magic. It’s required on every page. From there, your servers are tracking and organizing it through their instance.

We want to do as much of the heavy lifting as possible. We know that from time to time you might want to do some advanced customization. Believe me, we have that documentation available but for 99% of users, out of the box, they hit Get App and hit the ground running.

I’m going to add too about the Shopify Plus brands that are reading. One advantage they have, which might be interesting for Lucky Orange customers, is this Checkout.liquid, which is understanding the whole checkout flow and all parts of it. Maybe those that are on Shopify core brands as high as the Advanced plan don’t have access to modify that checkout flow at all. I always question, “Are there some attribution challenges? Can there be some cross-domain problems?”

There’s a lot of weirdness that can happen. Do you know much about what happens on the Plus side? This code is going to be fully tracked on the Add to Cart, Proceed to Checkout, and the whole flow where it likely may not have been injected on the core side of Shopify but it could be wrong. Get some clarity about the overall experience of Shopify core or Shopify Plus customers.

In the most politically best way possible, that is one of the major advantages when you’re utilizing Lucky Orange when you are a Shopify Plus merchant. You get to see the end-to-end user experience because you have control of those checkout domains and the code gets there. We are not going to transmit any sensitive data even from the browser. We anonymize any keystrokes so you don’t have to worry about Social Security numbers, credit card fields, or any of that sort of thing.

A tremendous advantage about being a Shopify Plus merchant is not just the opportunity to see what’s happening on these pages because oftentimes this is where a little bit of buyers’ second-guess comes in, “Right there I got the product in the cart. I’m putting in my billing. Do I want to do it?” You lose that transparency on the core. When you’re on Shopify Plus, you get to see that happen.


ECF 240 Danny | Optimize Conversation Rate
Optimize Conversation Rate: There’s this two-way assumption that we are going to teach our visitors what they want and what’s good for them, but it’s the inverse that we should be more mindful of. Let them teach us and let us cater to that and make that easy to find.


If you’re using our chat, that’s when you can even still use chat with customers. Perhaps you notice, “I am losing people on these final stages of checkout. I want to offer them a promo, ‘Sign up now and get 10% off,’ which I can do with Lucky Orange, and offer these announcements.” That is a tremendous opportunity you have when you are a Shopify Plus merchant using our app.

One of the questions I have too before we wrap up is about how Lucky Orange connects to things like installments as part of a checkout flow. We’re aligned with a firm as our official partner for doing this Buy Now, Pay Later option. Look at the other third parties out there that go in a subdomain and a webhook comes back for a successful transaction or even Shop Pay, which is our accelerated checkout option. There are a lot of money products inside Shopify but I’m curious if you have any anecdotes.

You can quickly talk about how installments or subscription offerings from Ordergroove, Recharge, or Bold Commerce have subscription APIs connected to us or how installments or the Shop Pay accelerate a button. Are all of those sessions still recorded? Do we still completely understand? Are they tagged accordingly? We can say, “Lots of people are clicking on the installment option or not. Something is missing.” I’m curious about how Lucky Orange organizes itself with these other pieces of the checkout flow.

Without going into each specific example, I’ll speak to the real-world use cases. If the visitor is in your domain, they’re going to be tracked. You’re going to be able to do things like generate a click-keep app and see, “A lot of visitors are clicking on the Buy Now button or the Buy, Shop Pay, or things like that.” You’re going to be able to see those. If the visitor leaves your domain and the Lucky Orange code is not there, then we won’t be able to track them but ultimately, when the order is complete. It’s very similar to Shopify core. They come back to your actual domain to get the Order Complete page.

We will pick them back up and still be able to appropriately tag the visitor, “This is a visitor who converted or checked out.” If they leave the domain, we won’t track them but when they come back if that does happen in any of these cases, then it’s still going to be a nice and seamless recording session playback. You will still be able to have all kinds of analytics and metrics as far as people clicking on the Buy, Shop Pay, or things like that.

That’s important to me because those are hot CRO things that I see anyway. Shop Pay is a big option for people too. The product adoption is huge. Installments is a massively growing industry too with our Millennial buyers that don’t have credit cards and want to divide things all up in four equal payments. It seems to be a very successful conversion lift when people understand what’s available and how seamless it is going off-domain, webhooks’ backs, and things like that. Before we wrap up, I would like to know where should we send people to learn more. It’s more of a call-to-action for the end of the show.

You can always find us in the Shopify ecosystem by searching for Lucky Orange. We also have a great page with you and eCommerce Fastlane. If you go to eCommerceFastlane.com/LuckyOrange, you’re going to have nice information there.

I understand that we have a little offer. For those reading that have not tried Lucky Orange and see there’s value in understanding their customer journey and want to be able to action it, you have a little promotion for them.

Anybody that can make it through a show with me on the other end, I’m always appreciative of. Even more so, we are offering 10% off on any plan for Lucky Orange. All you have to do is enter the promo code FASTLANE when you get to our upgrade page. This will also be available if you go through eCommerceFastlane.com/LuckyOrange. That will be available through that too.

This was lovely. You can’t see but I’ve scrambled two full pages of notes. That’s a successful episode when I have lots of notes because I have this life of learning mantra. When I go to the App Store and look, you’re one of the rare partners that I see whose launch date was in 2014. You’re years in the App Store. You’re an OG.

We feel like a grandpa in the space a little bit.

It’s well-deserved. There are almost 800 five-star reviews. People love your tools. It’s very clear. Once again, thank you for coming to the show. You’re doing some phenomenal work. Reviews alone are raving about the actionable things that are revealed to them that they never knew. It’s helping brands. That’s the key. The tool is affordable and now there’s a discount too. There are a lot of pluses in my books. We don’t have a heat mapping replay tool plus all the other benefits that come along with Lucky Orange. You should check them out. Once again, Danny, thank you for coming to the show, sharing your knowledge, and giving back to the ecosystem.

I thank you, Steve, and your audience. Clearly, if you’re reading this, you have a thirst to continue to grow and learn. I’m excited. I appreciate the opportunity. Thank you all. Congratulations to everyone.

Have yourself a great day.

This episode was brought to you by BeProfit, the all-in-one profit analysis dashboard for Shopify eCommerce stores. Get a grip on all your store’s data and start making data-driven decisions by optimizing your profitability. Make the most of your store and discover the true power of BeProfit by visiting BeProfit.co. Don’t forget to use the exclusive code FL15. That will guarantee you an exclusive 15% discount for life.

That’s it for this episode. I would like to thank you, a loyal reader. My hope that this show is offering you a ton of value through growth strategies, tactics, and exclusive insider tips on the best Shopify apps and marketing platforms all with my personal goal to help you build, launch, grow, and scale with Shopify. Thanks for investing some time and reading. I’m so proud and excited that you have a growth mindset and are a constant learner. I truly appreciate you and your entrepreneurial journey. Keep thriving with Shopify.