Don’t let a lack of customer support result in a lack of customers
The rise of eCommerce is due in large part to the convenience it offers, and a big part of the equation to factor in is customer support. If your business makes it difficult for visitors to reach out and make contact, then it’s really shooting itself in the foot. Studies have shown that 89 percent of consumers would take their business elsewhere within a week if they received poor customer service. Avoiding that starts with offering complete contact information: email, social media channels, phone number, and yes, a physical address. Reliable contact information is one of the things consumers demand on a business website, so do your brand a favor and provide it.
Companies should also consider using live chat to provide 24/7 support to visitors. Most businesses probably don’t have the manpower to operate an in-house customer support team around the clock, but artificial intelligence has come a long way in recent years. Providing, at a minimum, AI customer service can also help keep track of recurring issues visitors may be having and provide valuable feedback for customer support managers.
Wow them, but don’t overwhelm them
Imagine if you walked into a brick-and-mortar store (remember those?) and all the products were haphazardly tossed all over the place, no signage, no organization, just as much stuff as possible randomly scattered about. You’d probably do a 180 and move on to someplace else. That’s exactly the sort of thing that potential customers are going to do if your website tries to cram too much onto a single page — especially if it’s the ever-so-important homepage.
Take Romi Eyewear for example. Its website is incredibly clean with large images that pop. It wows the visitor without overwhelming them. Even the copy is kept rather minimal and crisp, yet folks can still easily find what they’re looking for with the navigation bar at the top.
One of the best things you can offer visitors to your brand’s website is visual appeal. We’re visual creatures and our brains process images infinitely faster than text — around 60,000 times faster. Even if your business offers as many products as Amazon, you don’t want to make the mistake of bombarding visitors to your website with all of them at once. Let a few key images do the talking.
The right SEO strategy is key for driving traffic to your business’ website, but if visitors are disappointed once they get there, they’ll never return. In this day and age, a brand’s website is often its most powerful selling tool, so take the necessary steps to ensure that it offers real value to existing and new customers.
Written by Chris Porteous
ENTREPRENEUR LEADERSHIP NETWORK CONTRIBUTOR