“How Better Product Web Page Sales Copy Can Reduce the Strain on Online Fulfillment Call Centers”
The problem that this call centers have are the call volumes they encounter during holiday shopping season like Christmas or the black Friday deals even back-to-school purchasing. For the big online retail companies the solution are quite simple be clear and concise with your product pages. If it’s an electronic product make sure the specs are indicated, not just of the component, but also the physical dimensions. Without using a good digital marketing expert important details would get missed. I still remember way back when I was still with a call center for an online retail company a customer will call us just to ask for the dimension of a laptop and the weight that was not clearly indicated on the web page. Also it wouldn’t hurt if we put a short video on how to use the product. Uploading more pictures of the product is very helpful as well this will lessen the customer’s apprehension of buying the product. Putting a personalize touch on the wordings of the product page by translating why the item is unique and how it can be beneficial for your customer. Simply the terms in the product details don’t ever use internal jargons and try not to abbreviate words. Make the check out process convenient, we all know that in online retail or services security it the primary concern. We should invest on a very reliable Secure Socket Layer (SSL) connection too to build trust so as to promote people buying online instead of calling in to provide there payment information. By minimizing the ordering process to just three easy steps it can be user friendly even to the technologically challenged individuals. It will also help that on the product page itself the payment method that the client can use for the transaction is indicated. Now because each product can be different from each other we should always indicate the terms and conditions of the return and the warranty on the product page. Buying Surplus products will have lower warranties (and prices) then new products. Make sure it clear and concise otherwise the phone will ring. Customer feedback and testimonials of how the product have help them is also useful, just make sure it is not tampered with by competitors. There a lot of reports that there are companies using internet trolls to make a review of their products. It will also help if we will give feedback to customer’s review whether it’s a good or bad review. Bonus marks if the words are witty as well, for example instead of saying “sorry to hear what happened” use this “thank you for your feedback rest assured we are doing our best to improve our service”. Honesty is still the best policy. Be very careful with pricing if your company will not do price matching be firm with it put it on the web page of the product. The dreaded pricing error has always been a nightmare of call centers. Calls waiting caused by pricing errors can easily reach up to 100 calls in a hurry. It not only stresses the management team and customer service agents, but the other customers (with other concern) as well that cant connect to the line. Pricing error is almost not acceptable to our customers, not amount of apology can remedy the situation. Assign a Team that will upload new items and have a Quality Team that would proof read the product page before its uploaded. Wrong pricing is like the mortal sin of e-commerce. Quantity or stocks left should always be updated every 10 minutes or in an ideal world real time. There should be a switch of the web page that is directly link to the inventory that will trip if the on hand items are ordered. Another advantage to having someone who does online copy for you is that they are able to write about what sets one product apart from another. Why it will be advantageous to them to hire and avail this product over another. As online business owners/entrepreneur ownership of the product page is essential. A clear page leads to an important yes so that people/ netizens will feel that you know what you are selling. How can you prove this to customers? Do not add any link on the webpage of the product that will take the client to a different site for example YouTube. If the purpose of having a video of the product is for demonstration why not make a video of your own with your staff and upload it on the webpage. Have a Frequently asked question segment on the webpage with readily available answers. But be caution with the readily available answers make it as personalize as possible so that customer will feel as if the questions were asked by real people.
George Dyson is a former call center manager who operated for many years in the retail space