3 Tips to Drive E-Commerce Sales This Holiday Season
2. Offer live assistance to your holiday shoppers. The quality of your customer service can make or break the shopping experience for many consumers, especially during the stressful holiday rush. Make it easy for your customers to get help by making customer service information easily accessible. Consider offering real-time assistance online via live chat so visitors can speak immediately with a live agent without having to switch communication channels.
According to LivePerson's Online Holiday Shopping survey, live chat is the preferred channel for customer service. Consumers that have to wait on the phone or wait several days for an email response are far more likely to abandon their purchase altogether and move to another site. Also, as inquiry volumes spike during the holiday season, be certain to scale and prepare your support staff. Ensure that your sales and service associates are well-versed to offer support on all channels, including your website, mobile apps/sites and social media pages.
3. Embrace the mobile holiday shopper. In that same survey from LivePerson, one in four shoppers said they'd be making gift purchases via their mobile device. It's becoming increasingly important for retailers to have a mobile-specific strategy and provide a seamless shopping experience in this growing channel. First, the obvious: Retailers must have sites that are optimized for the smaller screen and touch-based experience of mobile devices. Ensure that your mobile website is simplified and easier to navigate than its desktop counterpart. This means easily maneuverable homepages and menus, as well as a simplified checkout process. Also make sure that shoppers can easily save items on their phones so that they're able to continue the shopping process on their laptop or another device of their choosing.
The most effective mobile sites are equipped with readily available customer service options. Mobile shoppers traditionally have higher bounce rates because it can be difficult to find what you're looking for on a smaller device. Therefore, your customer service information should be effortless to locate on your mobile site and/or app. Consider deploying live chat on your mobile site or app; one in three survey respondents said they'd likely use live chat to get assistance while browsing a mobile site or shopping in-store.