How to break the ego and improve the conversion rate of the website

E-commerce companies are trying to improve the conversion rate of the site, emphasizing the site's user experience, but neglected the traditional way of communication-telephone. Zappos, the largest online shoe city in the United States, differs from general e-commerce companies in that they display contact numbers at the top of each page and encourage customers to communicate over the phone. Zappos describes his business as High-touch (high contact) rather than High-tech (High-tech), but providing telephone connections does maximize conversion.

This case can be a lot of inspiration to other electric companies, and one of the reasons that site visitors give up buying is that they prefer to communicate directly with customer service. According to Forresterresearch research, more than 70% of customers want to use the phone to get the answers and help they want, but many companies do not offer telephone counseling because of customer service costs and telephone calls.

Zappos's CEO thinks they're different from other sites because they like to talk to customers. Phones are not just for sale, more important is to let customers feel happy shopping, show Zappos enthusiasm, in training customer service call center new staff, Zappos try to let them get rid of the bad habit of quickly answering the phone, and the customer at the end of the telephone to fully communicate; if there is no shoe or size in stock, Zappos will also not hesitate to recommend consumers to the competitor's website to buy this product. In short, Zappos to the customer's consumption experience as the highest standard, does not haggle over the telephone service investment return. The competition of e-commerce should not only be the price competition, but also the service competition. Every phone call is to establish a brand, good Word-of-mouth bring free publicity.

The effect of this is obvious, 90% of new customers are old customers have recommended Word-of-mouth, 75% of sales from the old customers. The first consumption of new guests was about $112, while repeat customers ' average consumption was $143. In addition to products, excellent service is the formation of Word-of-mouth, to attract guests back, increase sales of the key factors.

According to statistics, the U.S. website conversion rate of the 10 companies with the highest average conversion rate is 10 times times the general company, their secret is to establish a good relationship with customers and drive customers to continue to buy repeatedly. The provision of free telephone service is a great cost, but it is a valuable channel, can be viewed as a fundamental marketing input, some of the advertising input to improve the customer experience, and then let customers "advertising" for us. Want to see more sites in a prominent position to put the contact number.

Reproduced from [http://www.zuqun.org/