As the ecommerce industry continues to evolve, so too do approaches to customer service. For example, self-service support – where customers use FAQs, user forums, site content, or other means to solve a problem or answer a question without the assistance of customer service staff – is more popular than ever. While this approach to customer service certainly has benefits, it may be detrimental to make self-service content the sole focus of your customer service efforts.
Self-service content works best when it's supported by a customer contact center. The two work together – call centers provide personalized service and fill in the gaps commonly found in self-service resources. Meanwhile, self-service content lightens the load on your call center. Call centers can also provide some extra advantages over self-service content, such as:
- Resolving order fulfillment, payment processing, and other problems not related to specific products
- Assisting with social media engagement
- Retaining customers who have a disappointing experience
- Generating revenue through upsells, cross-sells, etc.
- Providing customer feedback to management – resulting in new product and service ideas
Because of these advantages, choosing the right customer contact center is a major step in leveling up your overall customer service. To learn more about the call center services provided through Fulfillment Works, contact us today.
The main function of product pages are to provide users with the information they need to decide whether to purchase a product. There are many types of information you can add to these pages to make them more useful to potential customers, including:
Imagery & Video
Give shoppers something more than standard manufacturer-provided photos – which tend to convey only basic information about a product. In addition to using images that show customers as many models, colors, angles, and other variables as possible, include images or videos of the product in multiple scenarios (e.g. in use, before assembly, in storage, on display, etc.) to give customers more information.
Written descriptions educate shoppers about the product's functions and features, specifications, and advantages over similar products. However, you don’t want to frustrate your users with a wall of text - so keep your product descriptions short and to the point. When possible, try to let your images do the talking.
Whether positive or negative, reviews are an asset for product pages. Obviously, positive reviews reinforce a prospective customer’s decision to buy. Meanwhile, negative reviews give you the opportunity to help consumers who were unhappy with a purchase. Even if they do not respond or change their review, other readers will see that you made an effort and are sincere in your customer service.
For certain types of products (especially in the B2B space), users really appreciate technical product data like dimensions, weight, materials, instructions, and spec drawings.
Shoppers rely on various types of product information in their purchasing decisions. Your product pages should provide this information with as much clarity and detail as possible so customers can comfortably "add to cart" without needing to leave your site and find the information elsewhere – possibly from a competitor.
Using design choices to limit the checkout friction on your ecommerce site is a great strategy to increase customer spending. You can enhance a solid design with features that further add to the convenience of customers - encouraging them to order more. In this post, we'll highlight what some of these features are and why they work.
Adding “low stock” alerts to product pages creates a sense of urgency that prompts customers to purchase while the item is still available. If you link this feature with your inventory management system, you can even display the alert as a countdown.
Product suggestions are a way to show customers items they may not have found on their own. However, showing other products based on category alone (the default functionality of many product suggestion widgets) is not very effective. Instead, use algorithms to make suggestions based on customer preferences (demonstrated by their overall order history), or on purchasing trends you notice (e.g. items based on seasonality or products that are commonly purchased together).
The checkout process is the area where most ecommerce customers abandon a purchase. If customers can skip the traditional checkout process, they’re that much more likely to place an order. There is a caveat in that one-click functionality is patented by Amazon and requires a licensing fee to use. Although it’s a useful feature to have on your site, it may not be worthwhile if you can’t recoup the cost of the license from the extra sales.
Scores of entrepreneurs and new companies are entering the ecommerce industry every day. And with U.S. ecommerce sales predicted to surpass $480 billion by 2018, it’s easy to understand why so many brands are eager to start growing their ecommerce offerings. Breaking in to the biz can be easy, but success requires careful planning and strategy. To ensure growth and long-term success for your ecommerce company, focus on the development of these areas.
Ecommerce has limitless options – if you can ship it, you can sell it online. However, the sheer variety of opportunities to offer new types of products can make it challenging to effectively scale your production. Go slow, and listen to your customers. Use sales data on past purchasing trends to guide upcoming production priorities, and if necessary, get help with inventory management early in the planning process.
Order fulfillment is a critical part of providing a good customer experience. If you opt to keep your fulfillment operations in-house, consider how you can use tools and technology to keep operations transparent to customers and flexible to meet changing production needs.
Whether through emails, direct mail, or other forms of advertising, marketing is important for growing your ecommerce business. For new ideas to boost your marketing initiatives, check out the marketing tips in our blog.
Customer Service Staffing
For customer service positions, your staff can be a defining factor in the customer experience your business is known for. Give your staff the authority and flexibility to come up with novel solutions that satisfy customers, then grow the team by looking for candidates who can use their creativity and customer-empathy to make the most of that flexible environment.
Upsells are an important ecommerce tactic because they can increase customer satisfaction with an order while increasing your revenue. But, you don't want your upsells to come off as pushy or be intrusive to the user's shopping experience. As the saying goes, "you catch more flies with honey." Consider these tips when crafting the messaging for upsell opportunities.
Well-timed discount incentives
Find creative ways to grab your customers at the end or near the end of their purchase journey with various discounts. Amazon.com's "Subscribe & Save" program is a popular example of this tactic - with many prominent calls-to-action to increase the size of the subscription order to get an additional 10% off the total. Similarly, you can also opt to only show shoppers discounted items as upsell suggestions, encouraging them to take advantage of deals while they can.
Refined CTA messaging
You may be surprised by the effectiveness of changing passive calls-to-action on upsell suggestions. Instead of a standard "Products you may like" title, try something more engaging like "Must Haves" or "Perfect Accessories." You can always use A/B testing to find the wording that's most effective.
Free shipping with order minimum
Conditional shipping discounts are a great idea if you don’t have the capabilities to show users upsell suggestions that are either relevant to what’s in their cart, or based on their shopping habits and purchase history. More often than not, users will add items to their cart just to qualify for these types of promotions.