— Customer Service, Where it Counts!—
3 areas on your website to add some customer service that will increase conversion!
Before I begin, one of the biggest mistakes you can do when owning a retail website is thinking sell first! NO. Remember, you’re not Amazon or Ebay. You’re you… and that’s ok! The difference is your mentality really needs to be Customer first! Treat that visitor on your website as if they were the Queen or anyone that you hold in high regard.
Customer service does not start when you receive a customer inquiry. It already started the moment they landed on your site. Follow the theme… Customer first!
Here’s where you should be available to your customers:
1.The product page
I love shopping on www.jack-jones.ca. Here is one of their product pages. Let’s pretend that I am new to the site and I want this sweater. What are some of the questions, you, as a customer would ask? How much is shipping? How long will it take to deliver? Do you have my preferred payment method?
Have a look. This is an example of thinking sell first. I have some product recommendations, product details but nothing that answers my questions above.
Now let’s pretend that I also like to9 Golf and I land on www.3balls.com because I need a new club. Let’s have a look.
See the difference? The price is clear. There is an option for same day shipping. I have a 30-day guarantee and there are reviews just below. And I love seeing that “buy with confidence”. I haven’t found out about my payment method yet but I am not worried at this point. Love your brand and customers will too.
2.Easy-to-navigate / friendly customer service pages
I’m at the stage now where I feel like I am ready to commit to a purchase. So I want to check some info on shipping, payment, etc. Let’s have a look at Jack Jones:
So it’s simple enough but I’m on a desktop computer and the font is too small. It’s also not December anymore, but now I’m just being ruthless.
Let’s check out 3balls.com:
I’m immediately met with some FAQs and I see a Bizrate certification and it’s all smiles! I almost feel like I don’t need to check anything because I am confident that even if something goes wrong, they’ll take care of me.
3.The Shopping Cart
This is where the magic happens. You’re so close now! If you’ve read this far, I thank you! I’ll make this part quick and painless, just like any online checkout should be.
Who thinks 6 steps is beyond absurd in this day and age? A few key points here: 1) Highlight payment security. Even if it is 6 steps, make sure I can see a light at the end of the tunnel and 2) please be transparent with your shipping prices! Customers hate paying for shipping already but explain to them what they are paying for.
I realize I did not compare apples to apples in terms of online retailers but the customer that navigates your website will have the same feelings and expectations whether they shop for clothes or for golf clubs. Keep that in mind.
Remember: 70% of buying experiences are based on how the customer feels they are being treated.
Follow me for more Customer 1st tips tricks and awesome brands:
Twitter: https://twitter.com/Customer1st_/
Facebook: https://www.facebook.com/customers1st/
Instagram: https://www.instagram.com/customer_1st/
Thanks for reading!
Morris, #customer1st