Why do people call the Internet

    For an online business, the cost of contacting a client through a basket or feedback form is significantly cheaper than contacting by phone.
    Specialists work on the usability of the site and the basket, everything is done so that the client finds all the necessary information on the site, can place an order in a few clicks, so that there is not a single barrier to the purchase.
    Sites are becoming more convenient, and people keep calling.
    A client visits the site, sees the price of a product or service, sees a big green inscription “Available”, calls and asks “Is it available?” And what's the price ?".

    The option when people call because the basket is made up of 6 steps, and on each you need to fill out a form with 15 required fields, including passport details and the name of the pet, is not considered here.
    It is assumed that you have a modern website with a good design and everything works flawlessly.
    And all the same, these radishes clients do not use the basket, the usability of which cost you a decent amount, but continues to call.

    Summarizing almost seven years of experience in e-commerce, I will try to answer - why this happens and what to do with it how to live with it.

    1. The buyer wants to hear the voice of the seller.
    It is the voice, not the words that he will say.
    Buying an expensive thing, the buyer fears fraud, errors in the description, just fears - he himself does not know what.
    He must call, hear a voice on the other end of the wire and decide if he trusts that voice. The seller must "sound" honestly, competently, confidently. And the sale will take place.
    The site must be credible, the information on the site must be accurate, and less calls will be made. A little bit.

    2. The buyer wants to make sure that everything is correctly understood.
    He read everything on your site, he went to the forums, he saw the terms of delivery and payment. But he must hear out loud that this is all true, that the way it really is.
    If the buyer is sure that the information on the site is up-to-date, he may not call.

    3. The buyer wants to chat.
    Here we all love online and automation, but what about those who prefer to buy products in the market rather than in the supermarket?
    They say in the east, if the buyer bargains badly and the seller does not enjoy this process, he will refuse to sell the goods (even having the opportunity to sell it without bargaining is more expensive).
    We have had clients for whom the purchase process is an opportunity to show off the knowledge of the subject, to disgrace the manager, to communicate with a person who will obviously politely agree with the client and place an order for him. Although the same thing could be done through the basket of the site in 2 minutes - but why lose the pleasure of the process?
    In this case, as a site do not improve, such a client will still call. And if the phone is not written on the site in capital letters and it seems to him that his call is not waiting here - he will go to another site where they are waiting. And call there.
    And order, and become a regular and grateful customer.

    4. The buyer does not trust.
    This is obvious, but it cannot be said about it.
    When buying offline, it’s clear where to come to curse in case of marriage, he sees a specific office and specific people.
    Online this feature is usually not available, or it is declared, but not convincingly enough.
    This is a reason for the buyer to be afraid that he will be deceived. So you need to call and make sure that everything is honest.
    The site should say - we are a big respectable company! If the site uses emoticons and jargon in the texts, the probability of a large order decreases in proportion to emoticons and “catchwords”.

    5. Call faster.
    Even if your basket allows you to place an order in 2 clicks, some customers are convinced that everything is solved faster by phone. And they wanted to sneeze at the fact that you have honed the convenience of the basket for years :)
    By the way, such customers tend to make a large order in 2-3 minutes of conversation.

    6. A person is responsible for his words, but the site is not.
    If the site says “delivery within 2 hours,” and the order was delivered to the person after 4 hours, you can certainly be offended, but somehow it’s not clear who. To the site? ... To the one who wrote the text on the site? For a courier or for a director? ... It's
    another matter if an employee said over the phone that you will have an order until 18:00. The client believes this information, and if it is erroneous, he blames exactly the person who voiced it.
    And, by the way, the manager also knows about this, and also feels responsible for what he says to the client.
    So if your delivery is lame or your site contains obviously inaccurate information, the manager will be the first to feel it on his own skin and come with a request to “decide something”.

    In the end, I want to say,
    Of course, you need to improve the site as much as possible, you need to give the person all the information and convenience on the site, if a person does not like to call, he should not be forced to do this.
    But if the buyer feels the need to call, he must have this inalienable right.
    And having called - he should get through the first time and hear something that will dispel all his doubts and anxieties.
    Making a call, the buyer is afraid to hear rudeness and incompetence and is grateful if he was answered politely and on business.
    And, importantly, having successfully talked by phone, many people tend to use the site in the future, as They know that on the other side of the site is a living person with a polite voice who can be trusted.

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