Just because the majority of ecommerce orders are completed without customers interacting with salespeople, doesn’t mean that there aren’t multiple types of selling strategies at your disposal. As long as have a good understanding of your audience and their shopping behaviors, you can use the following tactics to show off products and make sales that you may have otherwise missed.
You can upsell to customers by recommending products that are higher in price, but more enticing (i.e. better quality, more features, etc.). Upsells should be based on items that a customer has already shown an interest in – otherwise, they're just untargeted ads. Read our previous blog post to learn tips and tricks for more effective upselling.
Instead of offering a discount on a premium product to secure a sale, you can down-sell by suggesting a cheaper alternative product. This can be a great way to retain customers and keep inventory moving.
Cross-selling is when you suggest a product that complements another item a customer has shown an interest in, such as accessories. Cross-sales can increase customer satisfaction with their order, while increasing your revenue.
Bundling products together at a cost lower than their individual combined prices can motivate customers to spend more to take advantage of the offer. Because of its similarity to cross-selling, you may want to try some A/B testing to figure out which tactic works best with your audience.
Because of its role in helping and retaining customers, your call center is a critical part of the overall customer experience you provide. If you opt to outsource your call center management, you need to consider how well a company can represent your brand, in addition to their capabilities and cost – just as you would do when choosing a 3PL provider.
The first thing you should do while vetting potential call center providers is to review their performance metrics. For example, the call center services provided through Fulfillment Works boast:
- average hold times well below one minute
- average abandon rates of 1-2%
- average call time of 4 minutes
- one-call resolution for 98% of total volume
When you find call centers with performance statistics that meet your standards, you need to ensure that the call center will maintain that performance for your customers. That’s why it’s important to evaluate each call center’s approach to training its staff – not just in handling calls, but how to handle calls from YOUR customers. Before agents start answering customer calls on behalf of your company, they should receive a detailed overview of your company’s systems, policies, and products to enable them to handle a wide variety of customer situations. And just as your company continuously grows and changes, so to should the call center’s training be ongoing. Our call center agents are thoroughly trained on new accounts before handling any calls. Agents stay up-to-date on account data through monthly reviews. This training approach provides agents with the continuous learning they need to provide the best customer service possible.
Choosing the right call center is a major step in leveling up your overall customer service. Carefully vetting your providers not only ensures a better deal for your business, it's also an opportunity to improve your customer retention and brand reputation.
In ecommerce, images are an important part of the design for your product pages. The purpose of product images is to help customers get a strong grasp of what it is they’re actually buying. While the product description is also important for building this consumer confidence, images can be more impactful, since they are the closest thing to "experiencing" the product first-hand. To ensure the images for your product pages are effectively driving purchases, follow these best practices for ecommerce images.
Images should be properly sized
Image files should be as large as possible to show necessary details, but they also need to accommodate the design of the product page. Use modal windows (aka, lightboxes) to enlarge thumbnails and provide manipulation features (e.g. zoom, rotation, etc.).
Show as many variables as possible
Ideally, images answer all of a customer's potential questions about the product's size and appearance. Make sure that your product pages utilize a gallery of images to show customers as many models, colors, angles, and other variables as possible.
Use many types of images
Give your users something more than the standard manufacturer-provided photos – which tend to convey only the most basic information about a product. Add images of the product in use, before assembly, and on display to give customers more information. Additionally, you can allow previous customers to upload photos they have taken of the product.
Whether you’re an ecommerce or retail company, you’ll need a social media presence working alongside your corporate website in order to remain competitive. However, you shouldn't restrict your company's social media activity to marketing and advertising - there is a lot to be gained from using social media to extend your customer service capabilities. When properly executed, social media customer service programs can confer the following advantages.
Improved brand perception & customer relations
Because the feature provides a convenience to most consumers, offering customer support through social media is a great competitive differentiator. It's also an excellent opportunity to engage with customers - even the ones who don't need support. By promptly responding to customer issues on social media, you're demonstrating your commitment to customer service to all your followers (not just the ones who need assistance).
According to a report from the Harvard Business Review, responding to a customer on social media can cost less than $1 per interaction, compared to an average of $6 per telephone interaction. If you’re improving customer retention on top of those savings, you can make a noticeable impact on your overall bottom line.
Product & business improvements
When it comes to social media, you get what you put into it. When a company regularly engages their customers on social media (through customer service or by posting responses and original content) those customers feel heard and appreciated. This makes them much more likely to share candid feedback, questions and complaints. Use this information to better understand your customers, improve your services, and fine-tune your marketing messages.
A recent consumer insights report from Hitwise found that visits to subscription box-based ecommerce sites have increased by about 3,000% in the U.S. over the past three years. With the success that start-ups in this industry - such as Birchbox, Dollar Shave Club, and Loot Crate - have enjoyed, it’s worthwhile to consider if a subscription model would be a viable extension of your ecommerce site.
Subscription-based services generally fall into two categories. Discovery-based subscriptions provide customers with new products in each delivery. As customers receive packages with some products they like, they return to the company to purchase more of the items. Discovery-based subscriptions can be a great way to market certain areas of your product catalog and generate buzz about the products that come in each delivery. Convenience-based subscriptions deliver customer-specified products on a schedule at a discounted rate, which makes this model great for customer retention.
When deciding whether a subscription model is a good fit for your ecommerce business, there are two main factors to consider: the types of products you sell, and whether you have the bandwidth to monitor customer behavior and preferences to keep the subscription service interesting. A wide variety of products in the low-to-medium price range are well-suited for discovery-based subscription program, while a convenience-based subscription program would require a product catalog mostly comprised of essential consumables.
As for your customers, you need to make sure that your subscription service consistently makes the customer feel special through product variety/novelty (discovery-based) and delivers value (both discovery-based and convenience-based). If you can nail that down, you can make subscriptions a successful dimension of your ecommerce business.