It’s often said that smaller ecommerce retailers must provide more value than the large box shifters. Experts quite rightly discuss the contents of the site — the quality of the images and the product descriptions.
What is typically not mentioned, however, is the significance of other communications with customers. In this post, I will address often-overlooked communication mistakes that may impact a shopper’s experience.
5 frequent communication snafus
Poor 404 error page. A 404″page not found” ought to be more than the conventional oops page that says there is a broken or missing link. It should offer suggestions and links back into the primary website, either to special offers or, in the very least, to the principal categories.
Empty search result page. Likewise, if a website search fails to find outcomes, rather than return the normal”no results found,” suggest options or offer links to the applicable categories to encourage your shopper to navigate what you do have in stock.
Bland transactional emails include order confirmations, shipping status, delivery information, and similar information. Don’t use the standard, default text in your ecommerce platform. Instead, make the mails stand out so the client can see that you care. Provide details to help solve problems. Emphasize your return policy. Explain the shipping process, provide monitoring, etc. Consider offering loyalty promotions, discounts, or freebies to make clients feel welcome and give reasons to return.
Complicated unsubscribe procedure. Always include a prominent unsubscribe link on every marketing email. If you make it suitable for readers to depart, they will appreciate your brand and may consider returning. One of my pet peeves is an overly complex unsubscribe procedure. I have encountered a spate of these recently. The manners not to perform it include:
- Unsubscribe link belongs to a 404-error page.
- Unsubscribe page asks you to sort your email address — sometimes twice!
- Unsubscribe message says it’ll take 7-10 days to process.
- Unsubscribe page claims that an email was sent to finish the procedure.
All of these are pointless delaying tactics. If a subscriber wishes to depart, let him. Be as adorable as possible. There’s absolutely not any use in sending out extra emails to a contributor who has asked to leave.
Unnecessary abandoned cart emails. A closing, suspicious communication is the left cart email. I don’t like sending them. But other websites, apparently, do enjoy them and get a few extra sales consequently. If you send abandoned-cart emails, record the conversion speed. Are they effective? Moreover, be certain that the cart was abandoned by the client and not since the site rejected the order.
Imagine a scenario where a consumer attempts to buy something and is refused, perhaps because you can’t send to that address or the inventory level isn’t right or the payment is rejected. Then a few hours after your platform sends an abandoned cart email that provides a small discount when the shopper completes the purchase, only to be rejected again for the same reason. Imagine the anger this could cause.