[E-Commerce] online sales seize 10 prime moments

The survey shows that people's satisfaction with online shopping is not too high both in China and abroad. According to a Jupiter Communications survey, only 41% of users are satisfied with the customer services they have experienced. Online Shopping in China is worse, the first online shopping test in China released this year shows that 78% of websites are not fulfilled within the promised period only in terms of goods distribution services. Facts have proved that customer satisfaction is the fundamental factor for the success of the online retail industry. To a large extent, customer satisfaction depends on customer service.

During the entire process from querying goods, placing orders, and finally receiving goods and making payments, the customer must pay attention to at least ten critical moments on the Internet, ignoring at any critical moment may lead to customer dissatisfaction and even give up shopping. According to the time sequence of the shopping process, these ten key moments are divided into three stages: purchase decision-making stage, online payment stage, order query and product acceptance stage.

Key moment of the purchase decision stage

In the phase before placing an order, consumers are actually fully aware of online store services, product prices, delivery cycles, and after-sales service measures, most of the critical moments that determine online shopping success or failure occur at this stage.

Website speed

This is the first impression of customers on online stores, which often affects customers' shopping psychology. This is actually the most basic element that all websites should have, no one wants to experience online shopping on a very slow website. It usually takes 30 minutes or longer to complete an order. Therefore, the snail speed of the website is the best reason for customers to go away. It is very important to retain customers at the first critical moment.

Product Query

For various reasons, it is impossible to describe a lot of commodities on the home page, and the survey shows that online shoppers mostly consume goods in a rational manner. They have plans on the features and prices of the commodities they need in advance, after surfing the internet, you will generally find the appropriate category directory. If you know the product name, you may directly query it. If you cannot find the appropriate directory or the query has no results, this customer may leave the website soon. The most likely place for him to go is probably the competitor's website. I believe this is the most undesirable result for website operators.

Product Introduction

After a product is selected, it is an essential step to carefully check the description. Even if it is a book, shoppers will also take a look at the summary, author introduction, and contents, if it is a high-value product, I would like to learn more about the details: appearance, functions, size, weight, quality, and so on. Not every website can meet the requirements of consumers. If detailed information is not obtained, the purchase may not be closed.

Price concessions

One important reason why many consumers use online shopping is that the price is low. After selecting the features and appearance of the product, another important factor to consider should be the product price. Once this form of online shopping emerged, people feel that it is cheaper to buy goods in traditional stores, A certain discount is one of the important factors related to whether the customer puts the product into the shopping cart, because the consumer may have checked the prices of the same products on other websites.

After-sales service

What is the impact of the return and exchange policy on online shopping? According to the Jupiter survey, Easy return is the most influential factor in the customer's purchase motivation, and even exceeds the customer's service and product selection. Clearly inform the consumer of the conditions under which the goods can be returned, and how long the goods can be returned to the user after delivery, who will bear the round-trip transportation fee, otherwise, many customers will hesitate for this reason.

Delivery time and cost

The fact that customers want to receive the goods in the shortest time is unquestionable. Therefore, the delivery information on the Website Cannot be sloppy at all, no one will expect the goods to arrive on time after the order is placed, and the goods not delivered on time may be rejected, especially for orders on delivery. For small orders, the amount of Shipping/shipping fees is also one of the main factors that affect the customer's decision-making. To buy a 20 yuan book, few people are willing to pay a postage of 15 yuan.

Key moment in online payment phase

After the order is confirmed and payment is completed, there are two critical moments that affect the success or failure of online shopping, depending on the impact of three factors: websites, banks and shoppers.

User Registration

Member registration can also be performed before shopping. However, for customers who shop for the first time, they often need to make payment before they know that they must register for a shopping activity to continue. This is really troublesome! What is the purpose of my documents on the website? It should be noted that, if there is no commitment to protecting personal information, do not register it-many first-time shoppers leave like this.

Bank Transfers

This is a critical moment. If the payment cannot be completed, the order remains meaningless. Do not think that the payment system linked to the bank has nothing to do with the website. There are still many unexpected problems in the online payment stage, resulting in online shopping failure. For example, some bank payment systems only display a small window, and the page cannot be refreshed after an accident occurs, even the page that is returned to the shopping website is impossible, and the window can only be closed, whether the order is finally completed cannot be confirmed! It seems unfair to pass the consequences of the Bank server problems to the website. However, for consumers, online payment is also a step of online shopping.

Order query and product acceptance phase

After the order is confirmed, there will still be a variety of factors leading to the final failure of the transaction, except for a few users prank, I am afraid most of them are caused by the website's own reasons, typical errors include: product quality problems, packaging problems, inconsistency between physical objects and website descriptions, out-of-stock items, delivery errors, delivery delays, etc. Each error may cause the customer to cancel the order. However, at this stage, there are still two critical moments from the customer side.

Order Tracking

After the payment, the feeling of "God" seems to no longer exist, and the rest will be uneasy expectations and helplessness. The processing result of querying and tracking orders is the only way for customers to feel at ease, if the order is slow, the customer may regret the order. The direct consequence is that the following wrong order is used as an excuse to cancel the order, or a foreshadowing for rejection during future acceptance. Is this critical moment important to most websites?

Last time

The first nine critical moments are generated online. The last critical moment, in reality, must be carefully checked when the customer receives the goods they ordered, some customers who are unhappy in the early stages of shopping may even be picky. The transaction can be completed only after being grasped.

After the above ten critical moments, a complete online shopping program will end. In this process, online stores can collect information about the final cancellation of orders due to reasons such as customer return or rejection. However, not every website can understand the chance of transactions lost before order confirmation. In fact, many customers leave the website for various reasons before confirming the order. Most of the customers with unpleasant experiences may not go back for a long time, this situation is undoubtedly a huge loss for online stores. Whether a shopper can become a repeatedly purchased customer or even a loyal customer depends on how each customer feels and the performance of the website at all critical moments. If the website can carefully analyze and take effective measures for each of the above critical moments, the success rate of online shopping may be greatly increased, and customer satisfaction will also increase.