Don’t lose the buying customer
Over 50% of the products placed in the shopping basket online, are never bought. There can be multiple reasons for it, but a significant portion is due to problems, which the buying customer has faced in the ordering process. The principals in use today in purchasing process are still far from the optimal, even though we tend to think otherwise. This is why it’s important to offer an easy way for the customer to reach out and ask for help from a customer service agent at any point of the purchasing process.
Over 50% of the products placed in the shopping basket online, are never bought.
Buying should be simple
Buying process should be cleaned from all the unnecessary steps or distractions. Especially for new visitors, it is most important to show how simple and easy it is. When a bunch of money is already put in to drive tens, or hundreds of thousands of visitors to the site, it is almost stupid to ruin the process in technical errors. It will become expensive if the visitors are to leave your purchasing process just to continue on your competitors’ site.
No matter how much the head of the company would like to believe in the working process and quality of technical implementations, there are still such a variety of browsers, settings and users that problems are in the end unavoidable. Not everyone passes the process.
Chat offers the lowest effort approach to take action exactly when customers are prone to drop out from the purchasing process. For example, when we know how long it takes in average to go through the order form, it’s easy to trigger the proactive chat greeting with the ones taking longer than the average. These are the target groups that most likely have an ongoing issue with the form or other doubts in the matter. Another point to actively approach the customer with the chat greeting is when an error message is shown to the customer. It might be that there’s something in the form that the customer doesn’t get right. For such purposes it’s possible to generate rules for the proactive greetings. The chat window will pop up at the right time with the right greeting. This approach has had a significant impact on reducing the shopping cart abandonment.
Another great way to approach those in the shopping cart phase, is to upsell.
Analysing the conversations, we have concluded that majority of the problems in purchasing process are linked to registration, logging in, pricing mistakes (such as discounts not being visible in the shopping cart), faulty discount codes and doubts on the delivery times and locations. These are the sort of problems that cause frustration among the customers and the customer experience as a whole is taking a hit. It is crucial to take action on these issues proactively before the customer abandons the store and purchases from your competitor. And lets everyone else know about the bad experience as well!
Upselling is great customer service
Another great way to approach those in the shopping cart phase, is to upsell. Great chat sales agent can offer variety of products which are a perfect fit with the items already in the cart. When it’s done well, it’s great customer service. Someone buying a camera should be reminded on the suitable memory cards or one buying a printer that it does not come with a suitable USB-wire. Blu-ray player should be sold with matching HD-cable too, right?
Blu-ray player should be sold with matching HD-cable too, right?
Professional sales agent is to make sure that the customer doesn’t buy a product which he/she is not able to use. In an online store, a chat can be a great source for added sales without forcing the agent to actively take part in it at first. Greeting rule can be created that will remind the customer in buying process the missing tool or piece such as the memory card when there’s no such item so far in the cart when already moving on with the purchasing process.
This type of automatised, proactive greetings are what Finnchat is specialised in and able to optimise effectively. We can make proactive rules that will benefit the business case of our client.
Specialist of the article was Digital Analytics Expert Joel Järvinen.