In November, I wrote a blog that discussed the 7 Reasons for Abandonment in eCommerce. This blog picks up where that one left off and discusses best practices for reducing that abandonment by providing contextual support to customers at key points in their shopping experience. Using these best practices will result in a better commerce experience and, more importantly, help you provide an experience that sells.
Creating impactful knowledge takes time. As a result, a business should apply prioritization in creating content to address customer knowledge needs for the online commerce interaction. Don’t boil the ocean on every question you would imagine a customer might ask. Finding the knowledge items to prioritize shouldn't be a difficult matter. One way to prioritize knowledge is to look at calls, points of abandonment, and other contact drivers coming into the business. You should expect to see more calls about the fulfillment process (e.g., the status of my order) as post-sales support signals focus on issues closely related to buyer’s remorse. Usage metrics for online self-service support can also provide good signals for priority material. Other signals for priority knowledge can come from social media monitoring of conversations about your brand and online experience, customer surveys, and web-visit tracking of abandonment points through your web analytics solution of choice. If customers abandon after seeing your tax additions to a checkout price, then that is a good signal that an explanation of additional charges is needed in your knowledgebase.
Best Practice #4: Keep it simple
While it is important to provide as much information as possible to your shopper, it is also important to not overwhelm them. Keep in mind that shoppers will never complain about an online experience that is too easy! If we think back to the reasons for abandonment we discussed earlier, one of the first reasons was complexity. At some point, your desire for clarity and cleanliness in your site design is going to influence the decisions you make about the Knowledge syndication widget. There are a plethora of options in configuring the widget, and for a commerce use case, here are the recommendations we would make for contextual support within commerce:
Contextual support is important in commerce. It becomes increasingly important as the number of interaction points that the shopper has with you continue to proliferate (across devices, online touch points driving shoppers to the point of sale, etc.) and the shopper, even the repeat shopper, gets less familiar with how to do business with you. In the absence of familiarity with the unique elements of your buying process, shopper confidence can be improved by strategically placed contextual support. For more information on how to deliver an optimal shopping experience that drives higher conversion, please see the Reducing Abandonment in eCommerce: The Role of Contextual Support Whitepaper.
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