Clickology by Graham Jones

Author:Graham Jones
Language: eng
Format: epub
Publisher: Nicholas Brealey Publishing
Published: 2014-04-28T16:00:00+00:00

Do you want people to buy?

Even if an online store has managed to organize its shopping cart as well as Amazon, many still don’t encourage people to buy. In fact, only 13% of companies ever contact a customer again if they fill up a shopping cart and then give up. That’s rather like someone walking up to the till in a physical shop, handing over what they want to buy, then walking away and the shop assistant not saying a word to them. In the real world they’d at least ask the person whether they were OK and the assistant may even come running after them. But in the online world, the vast majority of retailers carry on as though nothing has happened.

Shoppers like to feel that they are wanted, that their custom is welcomed, but in essence, not emailing someone to say “Did you mean to finish your shopping?” is a signal that the retailer doesn’t care about them or doesn’t “like” them.

And think about what happens after the customer has bought something and finished the shopping cart process. Have them land on a page that thanks them for their custom, to make them feel appreciated, and maybe offer a code for a little something extra on their next visit to encourage repeat business. Also, ensure that your system emails a receipt for every purchase. Sometimes online shopping can feel like going into a black hole at the end, so hold people’s hand with attentive customer service and ensure the email tells them whom to contact if they have any questions.

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