A few years ago, it was really difficult for customers to acquire an online shopping style. Little by little, this trend has grown more and more. Now, people all around the globe buy almost everything online: concert tickets, electronic products, books, clothes and even furniture.
Internet has changed the way sales and commercial transactions occur. But, still human beings are the ones sitting behind each monitor.
Ben Shneiderman, an expert in Computer Studies and Software Psychology from the University of Maryland, clearly argues in the book “Human Factors and Web†that the main challenge for e-merchants is to bridge the gap between what customers want and how to successfully achieve sales in a secure and trustworthy online environment. Nowadays, it seems that businesses still have a lot of work to do in the “Human Face Departmentâ€. Personal touch is becoming an increasing demand among online shoppers.
Did you know that 77% of US Internet users, who made an online purchase in the past six months, would be interested in any help from a real person before buying certain things on the Web?
3 things that you have to know:
- Customers still trust and like shopping the old and traditional way
- Any levels of automation cannot replace the human touch
- Customers may have doubts, and they are always looking forward to hearing that voice that says: It looks perfect on you or this is what you really need!
What to do then?
- Listen to your customer needs and preferences.
- Provide alternative channels of communication such as a telephone contact, e-mail or, even a Live Chat. For instance, with a Live Chat the customers can instantly contact a person and clarify their doubts. In this way, they will not only feel safer, but they will also feel that they actually (and not virtually) are inside your shop. How many times did you ask a salesman or woman if a dress or a pair of shoes looks good on you? In this sense, Live Chat can be an efficient tool that will help you have a human face online. Online shoppers who had used live chat were more likely to make online purchases at least once a week (40%) than shoppers who had never used it, according to this study by Bold Software. In addition, those shoppers who hadn’t used live chats were likely to make infrequent online purchases.
- Make sure that each conversation is customized.
- Be assured that your online salesmen have the best possible attitude towards selling and generating a friendly and personal environment.
- Hey! Build your human face online NOW!
Sources:
- Human Factors and Web
- IMshopping Adds a Human Touch to Online Shopping
- Does your E-commerce need Human Assisted Shopping?
- How Helpful Is Live Chat?
- Online Shoppers Want Human Helping Hand
