E-commerce has revolutionized how we shop, expectations are higher, competition is more fierce, and transactions happen in the blink of an eye. You can call it nostalgia, but there are some really great lessons to be learned from brick and mortar elders. You know how you walk into a store and the first thing you see is the front door. But what’s on the front door? The payment types that the store accepts, maybe it seems a little archaic, but think about it. How many different payment types or accounts are out there right now? Tons. It would be unfortunate to get all the way to check out at a store to find out you couldn’t pay. All right. So that’ll be fifty six dollars, please. Oh, I’m sorry. We don’t accept cash or sacks of gold. We only accept credit card.
Instead, show somewhere on the site or app, whether that’s the footer within the venue, maybe in the right rail, what payment types you accept, people also love deals. So point them out. Brick and mortar stores often dedicate a clearance rack. So call-out clearance sections that said do make sure that an item can still be found in the category. It would normally be in like pants. That’s the one thing e commerce has over brick and mortar stores. No one likes to be interrupted while they’re shopping. So don’t ask people to sign up for your newsletter or mailing list in a pop up while they’re browsing.
Hey, welcome. I see you like our products. Would you like to sign up for our mailing list?
Our newsletter will give you all the best daily deals every single day. Wait, where are you going next? Be up front with prices. No one likes an unpleasant surprise. All right, so that’ll be 37 50. Would you like to check out? Sure. Well, in that case, it’ll be 50, 37. Why is that? Well, we’re factoring in the processing fee and the transaction fee. Okay. Oh, and also there’s an administrative fee because Bill is processing the transaction. Why do you need to pay bill? Exactly. Bill’s right there. Yeah. Well, who do you think pays Bill instead? If the fee will never change, depending on a customer’s location, then be upfront and include that fee with the initially quoted price or if a fee may change based on location, only show the price after the user has entered their location and also make it clear why the location is needed. Finally, help make it easy to find. That doesn’t mean bombarding the user with information and asking them if they need help every single time they arrive on a new page or even spend a little bit more time on a single page. But it does mean making help visible and unimposing. Hey, welcome. Let me know if I can help you find anything. I’ll be around if you have any questions. Thank you.
You can use something like a non-moral chat icon in the lower right corner that persists in order to achieve that effect. Shopping may take place in the digital realm more often these days, but that doesn’t mean we can’t add a human touch when it comes to building future relationships with our customers. It helps to start by looking at the past.