Shoppers are more discerning and demanding than ever thanks to their increased experience with online merchants--they’re also better at telling a fake from the real deal.
In part 2 of our article on responding to customer fears, we address some of the more practical details that make shoppers hesitate to click through to checkout.
1. I can’t tell if I’ll like the product.
The biggest drawback to online shopping is that you can’t pick up and touch products, turn them around in your hands or squint at the tiny details. However, you can do a lot to give your customers an accurate idea of what your products look like, and how they should be worn or used: use detailed, benefits-oriented product descriptions to answer any questions your customers might have, complemented by a variety of professional product photos taken from many different angles and zoom levels. Customer reviews can help buyers get a sense of the product as well. Also, think about including a way to show the size and scale of your products.
Eatingtools does a beautiful job of illustrating products and describing how they might be used and in what situations.
2. It might not get here on time—or ever.
Partner up with trusted shipping suppliers who have a reputation for on-time delivery and clearly list them on your site. Give your customers the option to track packages, which is especially appreciated for time-sensitive orders. If you do fail to meet a shipping date or a package goes missing, use it as an opportunity to show your outstanding customer service by offering a replacement, a free gift or a significant discount on a future purchase. Make your shipping guarantees clear and easy to find.
Sweet Isabelle lets customers know they’ll receive a tracking number as soon as their order is processed and shipped.
3. If I don’t like, I’ll be stuck with it.
A clear exchange and returns policy is the best remedy to problem this. If you can offer free shipping and returns, even better. But make sure your business can handle the added cost. Whatever policy you decide on, make sure it’s easy to understand and free from confusing jargon. Make it easy to find on your website.
Smallable’s return policy is clear and complete.
4. There won’t be help if I need it.
Customer service is a crucial component of an ecommerce business, maybe even more so in some way than at in a brick and mortar store. Because you have no face-to-face interaction with your customers, you have to be on top of problems from a distance. Depending on your budget and resources, you have a few different options for providing customer service.
Start with a simple FAQ that addresses the major (and yes, minor!) questions your customers may have about your products, your return policy, where and/or how your products are made, etc.
If you have the resources, set up a customer service phone number. Online chat is another way to let your customers know you’re there for them.
Just be sure that you can follow through on your promise of customer service.
MaSpatule.com clearly indicates their customer service number and guarantees. Highlighting trusted shipping carriers and policies doesn’t hurt either.
Mamy Factory’s FAQ addresses questions about everything from working policies to materials used.
What other customer fears have you encountered? Let us know in the comments. Ready to start your ecommerce store? Visit PrestaShop today!