Batteries Plus: How microcopy changes drive 30% lower cart abandonment

Opening & Intention

Angela Hill: Set your intention from the beginning.

Angela Hill: Everyone wants to increase revenue.

Angela Hill: Yes.

Angela Hill: We all want to make more money.

Angela Hill: But how are you going to do that?

Angela Hill: Is it through your loyalty customers, your repeat customers?

Angela Hill: What is it that you really want to do?

Angela Hill: And dive into that.

Angela Hill: Don't worry about all the other stuff to focus on what's working because there's too many things that can go wrong.

Angela Hill: Focus on the good.

Angela Hill: You get more good.

Kailin Noivo: Welcome to another episode of the Ecommerce Toolbox Expert's Perspective.

Kailin Noivo: Joining us today, we have Angela Hill all the way over from Louisiana.

Kailin Noivo: She is the Director of Ecommerce at Batteries Plus and the author of Sweet Talk.

Kailin Noivo: So, I'm really excited for this episode today.

Kailin Noivo: Welcome, Angela.

Angela Hill: Thank you so much for having me.

Angela Hill: Excited to be here.

Career Journey

Kailin Noivo: I always like to start off by learning a bit more about your career journey. You've been in ecom for over 20 years. Maybe walk us through your career journey so far and some pivotal experiences.

Angela Hill: Yeah. Absolutely. I have been in ecommerce for a very long time, and I started at the time when it was just a baby. We learned about customer engagement. We learned about what clicks do, what's your messaging, how important that is.

Angela Hill: Back in the day, I remember reading about Google in a magazine. I earmarked that page and said this is going to be something unique to lean into.

Angela Hill: Starting my journey from the basics, I was able to really have a 360° view of everything. I've sat in every chair, held every role, and that gave me a unique perspective—doing the work and then becoming a leader and seeing the transformation over time.

Joining Batteries Plus

Kailin Noivo: You spent time in the barbecue space and now you're at Batteries Plus. What attracted you, and how is the model different?

Angela Hill: It is different. Batteries Plus has over 700 franchises nationwide, which adds complexity to a straight-up ecommerce site—weather seasonality, inventory, etc.

Angela Hill: What drove me was the opportunity to make a difference. We have a great business model and foundation. I'm there to enhance it and help customers understand our breadth and our commitment to the customer journey in-store and online.

Reseller Strategy & Consumer Trust

Kailin Noivo: How do you drive traffic when you resell products available on Amazon and elsewhere?

Angela Hill: That’s been most of my career—reselling manufacturers’ products, understanding pricing, logistics, and creating space to sell on Amazon and third parties.

Angela Hill: You have to form trust with your consumer. Even on Amazon, you need brand recognition and a story. Meet customers where they are—Amazon, Walmart, Home Depot—and replicate that platform trust within your product and experience to convert.

Sweet Talk: “Sweeten your life with the power of your words”

Kailin Noivo: You wrote a book — Sweet Talk. How did your career inspire it?

Angela Hill: The book is about using tools we all have—intuition, inspiration, frequency, affirmations, visualization, mindfulness, mindset shifts.

Angela Hill: I realized I was creating my life through my words, professionally and personally. With teams, we’d ask: what does this really mean for the customer? Set intention; master the power of what we’re trying to say.

Angela Hill: I started declaring outcomes each morning—“Today I’ll find the solution”, “Today I’ll create a new revenue avenue”—and things happened. Words create tomorrow’s life.

Angela Hill: The book has personal stories and tools for intuition and inspired action, plus space for notes and affirmations. Feedback has been great—from executives to teens—on how words can hinder or expand your world.

Meeting Customers Where They Are

Kailin Noivo: How do you translate “meeting people where they are” into revenue—PDPs, checkout, messaging?

Angela Hill: Know who your customer is and why they’re on your site. Follow their journey and mindset: are they a return customer who trusts you, or a new customer from search?

Angela Hill: Some seek technical confidence; others seek brand trust. At checkout, provide confidence and trust signals—warranty, returns, follow-up. Earlier in the journey, show breadth, legitimize the brand, and offer clear navigation with the right words at the right moment.

Microcopy & Cutting Abandonment

Kailin Noivo: You posted about reducing abandonment with microcopy tweaks. How do you think about it?

Angela Hill: AI is forcing precision—every word is summarized and served back. Don’t sell at people; build trust and help them.

Angela Hill: Swap sterile labels like “Products left in your cart” for conversational prompts like “Let’s wrap this up” or “Save time—here’s what you looked at.”

Angela Hill: On homepages, instead of “Shop categories,” use seasonal, conversational cues like “We’re ready for fall—are you?”

Angela Hill: For “comfortable shoes,” AI learns attributes (thick soles, all-day wear, slip-on). Speak to value props and USPs that both AI and consumers interpret as the solution.

Customer Expectation Shifts

Kailin Noivo: Biggest shifts—speed, navigation, delivery?

Angela Hill: Speed now directly correlates with conversion—find and check out quickly. Navigation is critical: if they can’t find it, they won’t buy it. Think discovery, not just selling; curate categories from the customer’s POV.

Angela Hill: Cut the fluff. Say what you mean and evoke the feeling—specificity matters.

Angela Hill: Example: I manifested a Hawaii trip by being specific—five days, low cost, great experience—and two days later I won a free five-day trip. Specificity works. Online, when you’re clear, customers trust you more.

AI: Practical Uses & The Future of Commerce

Kailin Noivo: Where is AI most practical now, and will it change the commerce interface?

Angela Hill: We’re on the cusp. Best near-term uses: reporting and data—summarize, splice, and accelerate insights (with human review), and AI-driven curation—recommendations, rankings, messaging. Many vendors now offer powerful capabilities.

Angela Hill: Platforms will change. Logged-in experiences will feel highly personalized as everything connects. Competitiveness rises, so branding and trust will differentiate when everyone has similar tech.

Advice to Operators

Kailin Noivo: Principles for someone in your role but 20 years earlier?

Angela Hill: Know your why. Set intention. We used to hand-code everything and lacked data; now creativity abounds, but you can lose the why.

Angela Hill: If your goal is higher AOV, live it daily—focus on products and merchandising, not distractions. Visualize it, write it, share it, talk about it.

Angela Hill: Focus on what’s working. The 80/20 rule—constantly improve the top sellers. Make your bread-and-butter the hero across homepage and emails. In the age of AI, this focus matters even more.

Outro

Kailin Noivo: Where can people find Sweet Talk?

Angela Hill: It’s on Amazon — Kindle, Kindle Unlimited — and on my website sweettalkbook.com.

Kailin Noivo: Awesome. Thank you so much, Angela.

Angela Hill: Thanks so much.

Outro: The Ecommerce Toolbox Expert Perspectives is brought to you by Noibu. To learn more and subscribe, visit noibu.com and find the show on Apple Podcasts, Spotify, or anywhere you listen.