A good online store is not just about UX. In order for the store to function properly, earn money and have loyal customers, you need to take care of all aspects related to the customer experience, that is, Customer Experience. This topic extends beyond the store itself and also concerns how you contact customers, whether you reliably answer their questions and doubts and are always helpful. Statistics show that 61% of users use online help before making a purchase, as many as 86% of people will make a purchase if customer service is at the highest level and, consequently, 77% of customers will be willing to recommend others to buy from a given store (Edesk.com) for this reason.
The numbers speak for themselves — it is worth taking care of customer experience and refining both on the website and in email communication for a high level of service and assistance. Below you will find 7 tips for proper communication with the user. We have analyzed issues related to emails, all kinds of automatic confirmations and notifications on the site. Check that you follow all the recommendations that contribute to a better user experience in your store.
The content of the email
The subject of the message should be as short as possible, understandable. It should also contain keywords related to the content so that the user can at a glance know what the email is about. Make sure that the language of the message is understandable, tailored to the recipient, speaking in his tone, but also consistent with the communication of the brand.
The message should not contain phrases characteristic of spam messages that contain an intrusive promise of a free service (e.g. receive a FREE gift) or prompt action (e.g. reply now). Especially in the title, do not use exclamations or words written in capital letters (eg CONGRATULATIONS! You received a free shopping voucher). Thanks to this, messages from your store will be in the main email box instead of spam and will not be suspicious to the recipients.
Acknowledgements
Send messages to users to verify or confirm any action that requires entering or changing information (e.g. changing customer account password, placing an order, submitting a complaint, emailing customer service, etc.). These types of messages should work automatically, as soon as the user performs an action. This is a safeguard for your customers, in case they do something by accident, the site would not respond and they would not be sure of completing the action. These types of messages are an additional confirmation for users that the action performed by them has been successful or not.
Help and information
The user should always be able to go to the additional information or the FAQ tab of the message received in case he has additional questions or problems. All contact information for the store must be available to users at all times, so include it in the footer of the email, in case the customer decides to call. Messages should also include a brief information about data security and a link to the store's privacy policy to keep you informed about key security issues in your store.
Message Style
The message must be easy to scan by eye. Apply headings, division of text into paragraphs, white space, bullet points, left alignment, bold the most important information. Remember that the graphics attached in the message are only an addition. They should never be a source of key information, as this type of mail can be marked as spam and the graphic will not be displayed.
Links and referrals to the site
If you include links in the message, be sure to supplement them with the appropriate information (which the user can find under the given link). Links should be short, readable by the recipient, e.g. namesklepu.pl/promocja-letnia.
Content of notifications
Errors should be properly explained and provide information on how to solve the problem, such as the recommended format for entering a phone number. Information about the correct filling of the selected fields of the form should be located under them, not only at the time of the user making a mistake. Thanks to this, it will avoid the need to enter data twice, which will significantly minimize the likelihood of abandoning the registration process, purchase or subscription to the newsletter. If the user abandons an important action, e.g. placing an order, it is worth displaying a notification about leaving the process before leaving the store. However, the contents of the basket in this case should be remembered for some time. In such a situation, be sure to notify the user how long the products will be kept in their cart.
Place of notifications
Notifications about the failure or error of the action performed by the user must be in the correct place, for example, just below the incorrectly completed form field. First of all, remember that notifications do not occupy most of the screen (e.g. cookie notification, banners and pop-ups with promotions). The user should achieve his goal without any problems and these types of notifications and windows that cover most of the screen are especially annoying in the case of mobile interfaces.
Thanks to the implementation of the above recommendations, users will easily make purchases in your store and their satisfaction and attachment to the brand will increase if you establish a good relationship with them. It is estimated that in 2020, customer service will be the main distinguishing feature of the brand, even before price or products (cm-commerce.com). If you want to be ahead of the competition, take care of communication and be sure to refine the customer experience in your store.
