Customers like to take their time before buying

While half of shoppers will make impulse purchases, the other half appreciate taking their time. They prefer to sit on a decision, weigh a product’s pros and cons, compare similar offerings from other brands, and have all of their research done before clicking ‘Order Now.’

From your CX chair, don’t wait with them—be proactive.

To help customers make the right choice, provide that information upfront. FAQs, video tutorials, a troubleshooting guide, and compatibility quizzes are all resources that can guide them to choose your product. This proactive approach can result in a handful of wins for you: fewer returns and exchanges, better customer satisfaction, and increased brand loyalty.

“The anxiety for customers during BFCM is real, and so something that we tried to implement last year was to create as many help centers, as much communication on our website and social media, and as much automation as possible to help lower that anxiety.”

—Lauren Reams, Customer Experience Manager @ VESSEL

5 quick fixes to improve the pre-sale experience

One of the most convenient things about online shopping is that it’s self-serve. Customers can explore your products and compare options without needing to speak to an agent. But for CX teams, the pre-sale experience is a critical touchpoint. It’s the moment when customers decide whether to trust your brand or move on to a competitor.

Your pre-sale experience sets the tone for the entire customer journey. Building a smooth experience will make it easier for customers to put their trust in your brand. So, don’t be afraid to be too helpful, as long as you don’t slow down the user experience.

What success looks like: Glamnetic

Glamnetic, known for its magnetic lashes and press-on nails, saw an 18.39% conversion rate by using targeted on-site campaigns with Gorgias Convert. A 15% discount triggered by shoppers about to exit the Glamnetic website became their most effective campaign. 

“Because the discount offer is coming from what looks like a chat, we see that customers definitely like that,” shares Mia, Head of Customer Experience at Glamnetic. “It captures that audience, and they are converting.”

Promotions for new products also lifted sales, with some items seeing up to a 49% boost.