Your customers are savvy. They are used to comparing businesses and researching the best options before they commit to a purchase. As such, great products can stay on the virtual shelf if you fail to meet their expectations. In a society that is familiar with e-commerce, you need to go above and beyond to make sure people choose your online shop over competitors.
Ultimately, it all comes down to one simple question: What convinces people to buy from you? When a potential customer narrows down a handful of sites from which they could buy what they need, what can tilt the scale in your favor? We assume that matters related to the quality of your products or services, as well as positive online reviews, are already checked. And now to win customers’ heart:
#1. You can deliver quickly
People buy online because it’s convenient. As such, they expect convenience to be a common theme throughout their online shopping experience. In other words, the click-to-buy process needs to be followed by an equally quick delivery response. From a moment a customer pays for their order, they are already experiencing the joy of ownership. Delayed or slow delivery time creates high frustration and disappointment. It’s no surprise that many small city shops rely on courier services for same-day delivery. The longer a customer has to wait, the worse their experience of your brand becomes.
#2. Your team is available now
Is this the right product for me? How will it work in my home? Is it compatible with my other devices?
Many customers would happily buy your products if they could find a quick answer to their questions. Unfortunately, if your business runs a policy of strict opening hours and a response within 48 hours, you are likely to discourage potential buyers – who would then buy from a brand that tackles their queries quickly. As such, offering 24/7 chat lines or customer call centers that take calls throughout the day and night can make a significant difference to your sales figures. E-commerce shops make their stocks available 24/7; customers expect your brand to share the same availability.
#3. Your return/refund policy is clear
When customers buy online, they expect to be able to return items that don’t meet their expectations. However, making your return and refund policy as clear and straightforward as possible can encourage potential customers to buy. Customers hate having refund claims denied because of an unclean policy. Make sure to factor everything as pithily and fairly as possible, such as the process of return, the deadline, the types of goods you accept, and the refund or replacement process.
#4. You make it easy to pay
What does the ideal online payment method look like? The answer varies depending on your customers and their location. If you are targeting global markets, it’s worth including a variety of payment methods, such as on invoice (for Germany), by cash on delivery, by card, Paypal, or even Bitcoin.
Winning your customers’ hearts is hard work! For e-shops, you need to think of the shopping process as a whole experience that begins with the discovery of your website and ends with the delivery of your goods. As such, the delivery process, the ability to help customers on the site, and your handling of administrative matters such as payment and return play a significant role in the experience. When you put your customers’ interests first, you can dramatically boost your sales.
