In recent years, the number Internet users has doubled, now there are more than 20 million. 83% of these users have made a purchase online at least once.
Anna Zinchuk, Director of Direct Call @ OSD Group, spoke about how online stores can reduce the number of customers abandoning a purchase at the checkout stage.
On average, for six months, buys about 7 products online (in Europe, this figure is 13) and spends on this, again, on average, 3,200 UAH. At the same time, consumers are becoming more service-oriented every year.
Surely everyone knows the truths that consumers expect to place an order:
Usability and work with the basket can increase the number of orders up to 15%
When analyzing the transitions on the pages of the site, it is important to pay attention to the% of abandoned carts. Forrester's survey found that 89% of respondents left online shopping at least once during the checkout process. According to a study by Listrak, up to 72% of online shopping carts remain unpaid.
Yes, we must be aware that customers will not stop leaving, but we can influence the decrease in the number of those who leave, thereby increasing the number of successful deals for us.
The main factors of care are usability and the complexity of transitions in the cart, mainly when paying.
What exactly should you pay attention to in usability:
After analyzing the 100 most profitable e-commerce businesses, Smashing Magazine determined that the payment process in an online store consists of 1 to 9 stages. At the same time, it is optimal to use from 3 to 7 stages for payment.
Fast access
If the client is ready to place an order and did not make it through the site, then something prevented him - an inconvenient form for placing an order, an inoperative "Buy" button, the cost on the site differs from the cost on the Hotline, etc. As a rule, in such cases, the client will call to an online store to solve your problem. And this means - will give one more chance to receive his order.
If a customer calls, their call must be handled - and quickly. The phone call must be answered within 20 seconds. Otherwise, the client will simply call the next online store on the list, which means a lost order for you.
One client had up to 30% of missed calls every day. Taking into account the fact that about 35% of orders are made by an incoming phone call with an average check of 450 UAH, and the fact that 20% of consumers call back again, the company lost more than 600,000 UAH of income every month.
This can be eliminated by properly planning the number of operators and setting up automatic calls back to those who could not contact the operator.
Qualified consultation with reliable information
In addition to being polite and following telephone service rules, the operator must also have access to the latest up-to-date information. Otherwise, telephone operators will be infinitely robotic: "please wait, they will contact you", because there is nothing more to say, since there is nothing more to say. nowhere to take information.
And, of course, providing up-to-date information, the operator must be customer-oriented and focused on ordering.
One of the international customers regularly calls their support line to personally check the quality of the operators. This time HRD called. At the annual meeting of the board of directors, headed by the CEO of the group in the head office, she said: "They talked to me so that after that I am ready to wait for my order for at least six months!"
This can be ensured by algorithmic procedures and work with the knowledge base as a tool and source of the most recent and relevant data.
Timely informing the client about changes
It often happens that delivery may be delayed, the goods after placing the order are out of stock, the courier has arrived, but the client is not at home, and there are many other situations. It is important for the contact center to always promptly call back, send SMS, e-mail (optional), but most importantly, be in touch with the client from the moment the order is placed until the moment the goods are received and the payment is made. Customers are waiting for this. Customers are willing to pay for the care.
Delivery
If the contact center is often the point of entry into the company, then delivery of this process is completed at the time of a specific purchase. If all the above-mentioned divisions are perfectly worked out, it is during the delivery process that you can spoil the client's impression of the service, or vice versa, leave a pleasant color.
Most recently, a client of one of the bookstores sent a letter of gratitude for the delivery in a situation where her phone was lost, but the courier still found her and delivered the order. I am sure that now this client will only buy books from this online store.
It is also important to remember that from the moment of placing an order to its delivery, it is possible and necessary to use the contact center as a source of information for the client. In the standard chain of processes, SMS-informing is enough (the order is accepted, the goods are shipped, the goods are delivered), for unplanned situations (delay in delivery of the goods, delay of the courier, etc.) call the client back, warn - the rule of good service, with which the client becomes a regular.
All of these points make up a magical service that acts on customers in a completely inexplicable way. One satisfied customer will tell five friends, and a dissatisfied customer will tell thirty.
Of course, not everything is solved with a phone call, but believe me, a lot. When a conversation begins with a complaint from a dissatisfied client with the lack of timely delivery of an e-book for his son's birthday, and ends with the confirmation of this order with the purchase of a protective cover as well, this is the strongest advantage and correctly built work of all zones of the online store.
Based on materials from AIN.
Anna Zinchuk, Director of Direct Call @ OSD Group, spoke about how online stores can reduce the number of customers abandoning a purchase at the checkout stage.
On average, for six months, buys about 7 products online (in Europe, this figure is 13) and spends on this, again, on average, 3,200 UAH. At the same time, consumers are becoming more service-oriented every year.
Surely everyone knows the truths that consumers expect to place an order:
- go to the site, read about the product of interest at any time convenient to him;
- convenient showcase with the ability to quickly search and compare products;
- the ability to choose a method of payment and delivery at a convenient time, delivery to the regions.
Usability and work with the basket can increase the number of orders up to 15%
When analyzing the transitions on the pages of the site, it is important to pay attention to the% of abandoned carts. Forrester's survey found that 89% of respondents left online shopping at least once during the checkout process. According to a study by Listrak, up to 72% of online shopping carts remain unpaid.
Yes, we must be aware that customers will not stop leaving, but we can influence the decrease in the number of those who leave, thereby increasing the number of successful deals for us.
The main factors of care are usability and the complexity of transitions in the cart, mainly when paying.
What exactly should you pay attention to in usability:
- low quality of the product photo;
- broken links and checkout / buy buttons;
- unattractive design (clumsy placement) of product descriptions and photos.
After analyzing the 100 most profitable e-commerce businesses, Smashing Magazine determined that the payment process in an online store consists of 1 to 9 stages. At the same time, it is optimal to use from 3 to 7 stages for payment.
Fast access
If the client is ready to place an order and did not make it through the site, then something prevented him - an inconvenient form for placing an order, an inoperative "Buy" button, the cost on the site differs from the cost on the Hotline, etc. As a rule, in such cases, the client will call to an online store to solve your problem. And this means - will give one more chance to receive his order.
If a customer calls, their call must be handled - and quickly. The phone call must be answered within 20 seconds. Otherwise, the client will simply call the next online store on the list, which means a lost order for you.
One client had up to 30% of missed calls every day. Taking into account the fact that about 35% of orders are made by an incoming phone call with an average check of 450 UAH, and the fact that 20% of consumers call back again, the company lost more than 600,000 UAH of income every month.
This can be eliminated by properly planning the number of operators and setting up automatic calls back to those who could not contact the operator.
Qualified consultation with reliable information
In addition to being polite and following telephone service rules, the operator must also have access to the latest up-to-date information. Otherwise, telephone operators will be infinitely robotic: "please wait, they will contact you", because there is nothing more to say, since there is nothing more to say. nowhere to take information.
And, of course, providing up-to-date information, the operator must be customer-oriented and focused on ordering.
One of the international customers regularly calls their support line to personally check the quality of the operators. This time HRD called. At the annual meeting of the board of directors, headed by the CEO of the group in the head office, she said: "They talked to me so that after that I am ready to wait for my order for at least six months!"
This can be ensured by algorithmic procedures and work with the knowledge base as a tool and source of the most recent and relevant data.
Timely informing the client about changes
It often happens that delivery may be delayed, the goods after placing the order are out of stock, the courier has arrived, but the client is not at home, and there are many other situations. It is important for the contact center to always promptly call back, send SMS, e-mail (optional), but most importantly, be in touch with the client from the moment the order is placed until the moment the goods are received and the payment is made. Customers are waiting for this. Customers are willing to pay for the care.
Delivery
If the contact center is often the point of entry into the company, then delivery of this process is completed at the time of a specific purchase. If all the above-mentioned divisions are perfectly worked out, it is during the delivery process that you can spoil the client's impression of the service, or vice versa, leave a pleasant color.
Most recently, a client of one of the bookstores sent a letter of gratitude for the delivery in a situation where her phone was lost, but the courier still found her and delivered the order. I am sure that now this client will only buy books from this online store.
It is also important to remember that from the moment of placing an order to its delivery, it is possible and necessary to use the contact center as a source of information for the client. In the standard chain of processes, SMS-informing is enough (the order is accepted, the goods are shipped, the goods are delivered), for unplanned situations (delay in delivery of the goods, delay of the courier, etc.) call the client back, warn - the rule of good service, with which the client becomes a regular.
All of these points make up a magical service that acts on customers in a completely inexplicable way. One satisfied customer will tell five friends, and a dissatisfied customer will tell thirty.
Of course, not everything is solved with a phone call, but believe me, a lot. When a conversation begins with a complaint from a dissatisfied client with the lack of timely delivery of an e-book for his son's birthday, and ends with the confirmation of this order with the purchase of a protective cover as well, this is the strongest advantage and correctly built work of all zones of the online store.
Based on materials from AIN.
