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Call to Action / Conversion #3

Tanya Goodin
Tanya Goodin
13 November 2007

Customer Service

Even in a large department store Customer Service is normally a desk at the back of the shop, that you queue for if you are not happy with your purchase.

Online customer service is completely different and key to conversion. During shopping online customers are constantly requiring answers to several questions that are essential to them buying the product.

Always think about the customer journey. I recently bought a bikini online (i’ve used this example before) in my lunch hour for a holiday in a few days. I found one I liked but I didn’t understand how to translate the French sizing into my size and if the item could be delivered in time for my holiday. I found the answers to both these questions easily. Without them I wouldn’t have bought the product.

If the user has everything they need, right where they are then they have no reason to stray. Also, don’t think that if you don’t give this information then the user will still buy the product if its cheaper, they won’t. If a competitors website gives them all the product specifications they need, chances are they will buy with them rather than re-visit your site as the trust has been established.

Visitors are on your site as they believe your can fill a need, if you don’t then you have lost a customer.

Customer service online is an ongoing dialogue with your shopper. Don’t be mistaken in thinking that it’s still a little office where customers just come to complain after a sale.

Putting money into PPC rather than solving your conversion problems, is like trying to keep a leaky bucket full by pouring in more water, rather than fixing the holes.

Post by Sarah Graveling



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