The goal of any e-commerce business is to sell, but the real purpose of a good e-commerce business is to boost sales continually. It makes sense to think that the idea of improving conversion is integrated into all business strategies, but it is not always established the correct way that obtains results.
How an online store becomes a success story
The first thing you need to do is stand out from the competition. And for this, your business model must unify customer service and sales strategy. When these two factors work together, they can proactively offer help and utilise user feedback to turn it into a sales opportunity.
This way, you will not only help visitors who request help during the purchasing process, but you proactively boost conversion by anticipating the doubts of those who have not addressed customer service, so that they do not leave your website and, once captured, apply business techniques during the conversation.
Oct8ne is the first visual customer service tool that aims to turn customer service into a powerful sales team. Thanks to its visual support, the software allows you to display products in real-time, and optimise the customer experience. Conversation between customer and agent is much more fluid and easy, which has a direct impact on the business conversion. If a user does not encounter any issues while purchasing or is offered a solution, the likelihood of closing the sale is undoubtedly higher.
Obviously, before talking about how to optimise the conversion and achieve success, you have to do some preliminary work to improve your traffic volume and implement an SEO strategy that allows you to be top in search results. However, once this is done, you must differentiate your brand by offering the best customer experience.
There are four primary keys to creating customer support:
Segment your visitors
Your website may have a high volume of traffic if you have done a good job of AdWords and positioning. But not all users enter your e-commerce with a purchase impulse.
Therefore, it is essential to segment visits and realise which users are the potential for conversion: with a good trigger strategy, you will be able to automatically detect which clients to offer help to proactively and just when they need it.
Optimise engagement by being proactive
Once you establish the triggers in your e-commerce, you will notice how engagement with your users improves. Firstly because you will offer help proactively before any doubt arises from the customer.
A great way to retain the user is to ask the right questions. Two clients will not react the same to the question, ‘How can I help you?’ Or to the one they really need: ‘Are you hesitating between these camera models?’
If the customer service department has prior information on what each user is looking for, what products they are comparing and on which page they have been browsing the longest; you can hit the nail on the head with each user and get their attention, thanks to personalisation.
Offer visual and personalised customer service
72% of buyers blame customer service for their bad experiences. Therefore, the visual part is vital in online communication. Users not only need to contact customer service quickly but also get fast and easy help.
The possibility of displaying products from your catalogue or having your client show you the image of what they are looking for on your website solves doubts more effectively.
Both parties see the product in real-time and save unnecessary explanations. Something that not only improves the customer experience but optimises agent time.
In addition, taking advantage of customer feedback to enhance the conversion allows you to apply up-selling and cross-selling techniques to increase the average value of the cart.
The last phase of a customer’s lifecycle is loyalty. And it is as important to serve them as it is to remind them that we are still there. Only 5% of users return to a site if there’s no interaction with customer service.
After giving personalised attention, you also encourage recurrence – by sending an email with the summary of all the products you have seen during the consultation and a copy of the conversation. With this, the return rate increases to 70% with a 20% conversion.
Oct8ne published a study in 2018 that highlighted that the conversion rates of e-commerce in Spain are between 0.2% and 3%. However, thanks to the assisted sales strategy, conversion in e-commerce is multiplied.
Now, the company has put together four different e-commerce success stories to display with real data on how proactive customer service impacts sales.
1. Miró Appliance
- Achieved 34.2% conversion by displaying products in real-time from live chat
- They have attended to 76% of their clients’ queries
- 25.6% of users bought after being attended to by an agent
- 18.60% return to the online shop
- 23.6% of users converted when viewing products in real-time with the agent
- 84% of customers served asked for customer service help after being hit with a triggers strategy
- 18.52% of the return bought on the second visit
- They have shown an average of 4.5 products in each conversation
3. Smart Generation
- Sales reached 30% when displaying products in Oct8ne’s co-viewer
- 72% of queries came through the use of predictive triggers
- 56% of users served returned to the web and ended up buying
- They show an average of two products in each consultation
- Its conversion rate has grown to 20.15%, thanks to the fact that agents have advised and shown products to the users served
- They managed to attend to 96% of chats with an average response time of 30 seconds
- Showing an average of 2.2 products per chat, and guiding the client throughout the purchase process thanks to the add-to-cart and check-out buttons. Of all the clients attended, 30% ended up buying.
You can download the complete e-book to read all the data in detail and apply the strategies that will lead your e-commerce to becoming another success story.
This article was previously published in Cross-Border Magazine 14.