Like most people today, I’m an online shopper. I buy everything from parts for the 1979 Ford Fairmont I am restoring to toys and books for my son — and, of course, jewelry for my wife.
When shopping online I expect to be able to easily browse a retailer’s site, but there are always questions, often things I need to know right now. That’s why, before I get too involved in the shopping process, I always make sure a website has a toll-free number.
Immediate Answers Mean Immediate Conversions
Online shoppers want immediate answers. According to a 2008 Forrester Research study, 42% of online shoppers contacted a store prior to making a purchase. That means if you have a toll-free number available, your potential customers are likely to call you for an answer instead of putting off the purchase or worse, finding the answer at another store. If your potential customer is on the fence and the buying decision depends upon getting a question answered, requiring your customer to pay for the phone call could lead to a lost sale. It’s much easier and less expensive for a shopper to return to the search results to find another retailer, perhaps one that has a toll-free number.
Likewise, if a consumer has already decided to buy from your site and runs into a problem during the checkout process, having a toll-free number prominently displayed can keep that customer from leaving your store and instead, can encourage them to call for help. Once the customer is on the phone, your customer service representatives can strengthen the relationship and as a bonus, take advantage of upsell opportunities.
Reduce Post Sale Issues, Like Returns
After publishing a toll-free number and manning the phones, retailers generally report a significant drop in returns. With a free, easy way to contact your store, consumers can call in to resolve issues instead of returning the item. For example, a customer may call in to report a broken or missing part and ask for a return voucher. A customer service representative can talk the customer through the issue, perhaps explaining that the part was purposely shipped that way and just needs to be assembled or that the part may be small and actually packed inside another part.
Broaden Your Reach
Today’s consumer is not only Internet savvy, but is also more worldly than 20 years ago. When I shop online, I don’t look for retailers that are located near me geographically; location becomes irrelevant. If your site has a local number listed you are not taking advantage of all the Internet has to offer. Remember: the Internet is global. The eCommerce site for your store in Pennsylvania can attract customers from all over the world. As an online merchant, your marketplace is no longer confined to a 10 to 20 mile radius. To me, a local number says the store owner is still only thinking about his local market and not counting on the power of the Internet to reach beyond those borders.
Set Up Easier Than You Think
Some business owners are afraid of the costs involved with setting up a toll-free number. Others may worry they are not technical enough to setup and operate the toll-free number. There are many resources available to help you get started with a toll-free number such as your local phone company or web-based service providers. Another thing to keep in mind is that by offering an easy way for customers to reach you, your call volume may increase. With that in mind, if you are partnering with (or planning to partner with) a third party call center such as Solid Cactus, a toll-free number is likely included with your initial account set-up. And remember, the toll-free number issued to you is yours and can be used on any marketing material or within online advertising. How nice would it be for you to be able to tell your customers, “Call us toll-free at…?”
No matter how large or small your company, a toll-free number listed on your eCommerce site gives your store a sense of professionalism. For small businesses, a toll-free number also gives the sense they are dealing with an established company with rich resources to provide customer service and support.
Be Prepared
There’s no better time than now to consider adding a toll-free number to your store. The holidays are fast approaching and retailers are getting ready for Black Friday (November 27) and Cyber Monday (November 30). In today’s economy, no business can afford to lose even a single customer. Make sure your customers aren’t navigating away from your site because they can’t find a toll-free number to contact you prior to purchase. Remember. Around the holidays people will have questions about availability, sizing, ship times, gift wrapping, and more. And more importantly, a toll-free number doesn’t
mean much if no one is there to answer calls. Solid Cactus Call Center Services can help. Visit callcenter.solidcactus.com or call 1-888-361-9814 to learn about obtaining a toll-free number and having it answered by our eCommerce experts.
By Greg Kosicki
greg.kosicki@ebizinsider.com
