E-Commerce Link: Better Conversion
And please don’t hide your contact information. This information should be listed above the fold. Controlling call center costs is an important metric for many large companies, but the answer isn’t to hide contact information. While doing so may eliminate many knucklehead calls, it also leaves you vulnerable to frustrated and angry customers. This can waste even more time when they do hunt you down. It also robs you of an opportunity to win over customers by being more approachable. It’s hard to trust a company that doesn’t seem to want to talk to you. Remember, conversion-rate optimization is not simply for transactions or leads; it also can be used post-sale in customer relationship situations in which a conversion can be measured as a success.
That said, if you’re still pressed to reduce your customer service call volume, clearly post on your site a frequently-asked question page that provides answers to the majority of customer questions. Most call centers record and log calls and visitor chats; use that information to determine the most common questions.
3. Ramp Up the Power of Your “About Us” Page
Most companies provide “About Us” pages because everyone else has them, but many overlook their importance to customers.
Many relational visitors want to know a little bit about your company. Who started your company? Why? What are the company’s values? This information allows the relational shopper to feel as if he or she is building a relationship with you rather than just buying a product or service.
Transactional buyers are looking for credibility so they can feel confident in making a purchase from you. How long have you been in business? Why are you qualified to sell me this? What companies are you affiliated with? A company history timeline is a great way to highlight achievements without braggadocio.