While we often place huge emphasis on analyzing and improving the checkout process in order to increase conversion rates, we’re still very likely to miss out on new customers because we don’t cater for their preferred communication channel. When I put together an online merchandising plan I often try to cater for as many customers as possible, which means, offering a mix of product offers, free delivery, discounts etc.
I love the feeling of walking into a big outlet and knowing straightaway ‘I’m gone find something here‘ so as much as possible, I try to replicate this online. Bearing this in mind, in order to win new customers the same principle should be applied to a website’s customer communication channels.
If you’re not using already, here are a few communication tools you should consider:
Twitter – Some of my clients use Twitter as a rapid customer support communication tool, while others use it to list product offers and promotions. Take a step further and consider segmenting Twitter website traffic in Google Analytics for better visibility. Highly recommended for product news and for communicating new promotions.
Skype Web Button - Great for customers already using Skype as their preferred VIP communication because calling customer service is just a click away. Here’s more on Skype Web Buttons. Highly recommended as an additional telephone preference.
Online Chat - Installing an application like Google Talk Chatback is quite easy and requires hardly any technical skills. Alternatively, Microsoft recently added an option to add live chat by integrating Messenger. Highly recommended for support and as an additional incoming communication channel.
Rapid 10min reply email - The idea of implementing a rapid reply email address is to offer priority answers to potential customers while they’re still on the site browsing. You’ll always find potential customers who prefer to communicate via email. Using a rapid response email address, you’ll engage with potential customers who are still intended on purchasing from you and using Google Analytics you’ll be able to measure revenue. Highly recommended for support.
0800 Telephone Line – Offering an option to contact by telephone is highly recommended for increasing a website’s credibility (an important step in increasing conversion rates) and for up-selling products. The people at Google Analytics official blog recently wrote about ways to track telephone orders via Google Analytics which makes the decision to offer an 0800 number even more straightforward. Highly recommended for support and as a direct communication channel.
Online Surveys – Using online survey tools such as Survey Monkey, you’re able to engage with customers who have opened an account, but for various reasons haven’t placed an order. Highly recommended for support and for improving customer experience.
Online Feedback Form – Online services like kampyle allow you to listen and react to customer’s feedback. Highly recommended for improving the customer experience.
User Forums – Internet discussion groups (aka forums) have been around for years, but still haven’t lost their appeal and rightfully so. Potential customers participating in the forum can get a better understanding of which product is recommended for them, read reviews left by other customers and the overall feeling is that the online retailer stands firmly behind its products. Highly recommended for support and product news.
Blogs – One of my favorite communication tools, blogs are always where I look to find news and interesting offers. It also shows another side of the retailer most customers won’t see. There are some great blog platforms today, my choice is normally WordPress due to its high level of customization. Highly recommended for product news, promotions and possibly some support.
By offering additional communication channels which are mostly free or at least have a free version you’ll be able to cater for more potential customers, reduce your bounce rate and hopefully win more new customers.
Which communication channels are you using?