Depending on our business, our interest may be, not to make the sale directly, but to make the visitor give us their data and request more information, and then contact them later and try to close the sale, this is usually for items of high value or to contract services.
A conversion ratio between 2 to 5% should be our goal. Although for high value items (from 50,000 pts.), This ratio could drop and still be good.
Traffic on a website does not mean benefits unless you can convert those visitors into customers. How many visitors do you have per week on your website? How many of them become buyers?
One way you can turn them into buyers is to give them first-class customer service. Although Internet business works somewhat differently than in the real world, people still expect good service.
It's a challenge to give your clients personal attention when you don't have them in front of you and you can't look them in the eye or hear their voice, right? There are some things, however, that you can do to gain the trust of your clients and make them visit your website again.
Make things easier for your customers and you will earn their respect. Respect for you will give you credibility and they will return to your website and buy because they like and trust you.
Offering good customer service is also very important for professional, trustworthy, and established business. Let us remember that "Caesar's wife not only has to be honored but has to appear so", or something like that.
The first impression is as important as in the offline world. If your visitors like what they see on their first impression, your customer base will eventually go up.
In addition to gaining customers, you will improve the image of your company, you will have a competitive image and you will save money by increasing customer retention.
Prepare your business online so that people find it useful, informative and that improves their businesses or their lives.
Let's see some points to focus on:
- Empathy.
As in offline businesses, you need to identify with your customers and let them know that you understand them. However, since they cannot hear or see you, you need to make it clear in your communications that "you are there." Ask them questions so that you can better understand and help them.
- Respond quickly.
Fast service is very important in the success of an Internet business. People go to the Internet with the mindset of getting instant information and solutions. If you do not answer their questions quickly they will go to any other site to find the solution.
- Treat each person as if they were your only customer.
Communication on the Internet can be very distant and impersonal. Try to give your customer the most personalized attention possible and your business will notice it positively. Don't treat everyone the same because not everyone is looking for the same thing.
Focus on the reason for the purchase rather than the merchandise itself. Your potential customers don't care much about what you know until they see that they are important to you. If they trust that they will find a solution to their specific problem there is no reason for them to go anywhere else.
- Know your product.
Customers want people in your company to provide advice, technical support and answer their questions. Make sure that the information you provide to your customers is always correct and consistent. This will help build trust and respect for your company.
- Follow-up after sale.
Check with your customers after the sale that everything is in order and that they are satisfied with their purchase. Help them with any questions they may have and let them know that you are here to help them if they need anything. As my Direct Marketing professor at Fundesem- Carlos Rosser- used to say, "the sale starts after the sale".
All this will create something very important for us: recommendation. Our clients will recommend us because they will be satisfied with us and in their head will be the image of us, not as a necessary evil, not as a company that has taken the money from us, but as someone who provides us with what we want and who is interested in us even after sale.
"Your actions speak louder than your words." Go to your client when you have said that you would go and do not promise what you cannot fulfill. Once your clients see your good service and commitment to them, they will continue to trust your service and will tell others about it, because they are proud and happy with your services. All this will turn a buyer into a customer.
- Use different ways on your website for customers to express their opinion. Give them opportunities to express their opinion: polls, bulletin boards, guest books, comment pages to express their opinion, email address to send comments…
On the other hand, the easier you make your customers find information and solve their doubts, the more confidence they will have in your business: FAQ pages (frequently asked questions), varied contact information (email, telephone, fax, mail, etc.)
Listen and learn from your clients. Don't be afraid to make changes to adapt to your client's needs.
Internet customer service is not difficult, it is a matter of getting used to treating your website visitors as friends. Spend a little more time getting to know them as much as you can initially and you will have clients for life. By interacting with your clients you will be able to detect their future needs and predict changes that your website needs to increase the visit-sale relationship.
