| Part 2 of 3: The Customer Shopping Experience | | | | choosing a shipping option. Keep the options and |
| Previously, we explored the common mistakes that | | | | rates clear, and be sure that final shipping charges are |
| e-commerce sites make in e-commerce store/site | | | | confirmed on the confirmation page of the ordering |
| design and which may prevent customers from | | | | process. |
| completing their first order. But site design is only half | | | | One option to simplify shipping rates is to charge a |
| the battle. You also have to analyse the customer | | | | standard shipping price per order size. Calculate the |
| shopping experience from the customers' | | | | shipping rate you should charge based on average |
| perspective. Are they satisfied with the service and | | | | freight rates to different delivery zones from your |
| products? Will they order from your site again? Be | | | | warehouse. With this system, you can avoid the |
| sure to avoid the following common mistakes in the | | | | process of calculating freight for individual orders. |
| customer shopping experience so that you can | | | | However, this may not be a good option if your |
| increase your retention rate and attract repeat | | | | products vary significantly by weight, as heavy |
| customers. | | | | products cost substantially more to ship. |
| Mistake #1: Hiding Contact Information | | | | Regardless of how you charge for shipping, be sure |
| Customers want to know that they will be taken | | | | to confirm the charges on the confirmation page. |
| care of if difficulties arise. However, if they do not | | | | Unconfirmed or unexpected shipping charges that |
| know how to contact you, then they will not feel | | | | appear on a customers' statement do not ensure a |
| reassured. Keep your company contact information | | | | positive customer shopping experience, and may |
| easily accessible from each page of your | | | | result in charge-backs. |
| e-commerce site. Your homepage should have a link | | | | Mistake #4: Poor Order Fulfilment |
| to "Contact Us," which should include, at a minimum, | | | | A customer's basic expectation is that an order will |
| your companies (1) phone number, (2) email address, | | | | be delivered on time and in full. Shorting an order or |
| and (3) mailing address. | | | | delivering the product after the confirmed delivery |
| Mistake #2: Poor Customer Service | | | | date will greatly contribute to a poor shopping |
| Any interactions that upset your website visitors | | | | experience for your customer, resulting in fewer (if |
| constitute poor customer service and will drive | | | | any) repeat customers. |
| potential customers away to competitors. These | | | | On the confirmation page of the checkout process, |
| interactions can include not responding to emails, not | | | | be sure to include the estimated delivery date. This |
| answering phone calls, ignoring complaints, not | | | | will depend on which delivery service your company |
| resolving issues, and delaying shipments unnecessarily. | | | | chooses to use, as well as your customers' location. |
| Customers need to have confidence that they are | | | | Be sure to take into account any weekends and |
| working with a reliable company with customer | | | | holidays, when delivery companies may not offer |
| service representatives whom they can count on if | | | | shipping services. Consider offering your customers |
| they experience problems. | | | | the option to pay increased freight rates to receive |
| If you have the capability to provide 24/7 telephone | | | | faster delivery service. |
| service, then do so. Obtain a toll-free number and | | | | Inventory management is a difficult process, but to |
| display that number in a static location on your | | | | ensure a good customer shopping experience you |
| e-commerce site. If 24/7 service is not feasible, be | | | | must have precise, up-to-the-minute information |
| sure to list the days and times (including your time | | | | about the available inventory for your business. |
| zone) when your customers can reach your service | | | | Consider using software that links your companies |
| staff. Determine a timeline (i.e., 24 hours or two | | | | inventory directly to the shopping cart in your |
| business days) during which voice mails will be | | | | e-commerce site and automatically decreases your |
| returned. Notify your customers of this timeline and | | | | inventory levels each time a product is purchased. If |
| stick to it! | | | | a product must be backordered and will not be |
| Emails should be returned within a specified | | | | delivered on time, your customer should be informed |
| timeframe as well. Consider an immediate automatic | | | | of that fact during the checkout process. If the |
| response to all customer emails, letting the customer | | | | order has been confirmed, but for some reason |
| know when he or she can expect to receive a | | | | there is not enough inventory to fulfil the order in full, |
| personalised response from a customer service | | | | the customer should be notified right away. |
| representative. | | | | Mistake #5: Lack of Payment Options |
| Be sure your site clearly lists the company's return | | | | To make online shopping as easy as possible for your |
| policy, including which returns will be accepted, what | | | | customers, don't limit them to only one or two |
| portion of the purchase price will be refunded, and | | | | payment options. Customers have multiple ways to |
| which party is responsible for any return-shipping | | | | pay for their purchases these days: with major credit |
| charges. This will simplify the return process and | | | | cards, PayPal accounts, electronic checks and directly |
| minimise the potential for conflict with unsatisfied | | | | from their bank account. Use a payment service for |
| customers. | | | | your e-commerce site that provides a variety of |
| Mistake #3: Not Including Shipping Rates | | | | options, and thereby guarantees an outstanding |
| Shipping can be confusing, both for the company | | | | customer shopping experience. |
| determining shipping rates and for the customer | | | | |