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How Live Chat Helps Shopping-Cart Abandonment

Shopping cart abandonment is actually the phenomenon observed at retail stores whereby some customers inexplicably leave a shopping cart with items for purchase inside it and walk out of the store. When shopping migrated online, and credit cards were introduced for online payments, the problem of website cart abandonment was apparent from the very offset, prompting web companies to investigate the reasons behind it.

Many reasons have been cited by marketers, with low confidence in security and payment procedures being the most common reasoning, and they were right. Other major reasons discovered were low confidence in the retailer, the fear that goods would not be delivered at all or would be delivered late, and high shipping fees. While the last cause was addressed by economies of scale, with increased shipping volumes lowering fees charged by couriers, the other reasons are still as relevant to shoppers everywhere as ever before.

Live Chat also known as Live Support or Live Help, is the predominantly used online communication method and was introduced into the world of e-commerce and online retailing around the year 2000 with great success and since then, the concept has grown from strength to strength.

Online shopping became a victim of its own success. Online shopping removed the ‘middle-man’, that is, the traditional retail and distribution agents who are not needed for website sales, reducing the costs for businesses as well as the price of products and services for customers. With the ease and security of online shopping also improving radically, and time-strapped global shoppers surging towards online shopping websites to buy everything from groceries to Christmas presents in July, the gates were thrown open for new retailers and companies to sell directly online and take advantage of these features. This scenario complicated things. Hundreds upon hundreds of retailers began setting up websites and before we shoppers knew it, there were so many choices in products and services that online shopping became a tiresome exercise in research and price comparisons, often ending with customers wondering whether they even got a god deal or not. Live Chat is the technology which steps in to solve this problem.

A Live chat service offers businesses the potential to give online shoppers a great shopping experience and remove the negative effects of confusion, over-choice and the often overwhelming amount of information which engulfs online customers. Its main effect is to reduce dissonance and friction and provide customers with the very thing that makes them want to shop online in the first place – time / cost-saving, convenience, and reliability!… Live Chat agents can reduce the time customers spend researching products by providing information directly without the need to search for it on a website. They can pitch sales, provide opinions and even up-sell and cross-sell where applicable, providing customers only those choices that fit their needs and budget instead of overwhelming them with confusing info and too many options as websites without Live Chat normally do.

In many instances, customers require information which is not there or buried deep within forums or links. Doubts caused by the aforementioned problems make customers leave their online shopping carts outright – but when Live Chat agents are present to address those concerns at the moment they arise, or remove doubts or misconceptions that customers may wrongfully have, the customers will more likely than not finish their purchase process. Additionally, Live Chat can be used to handle post-purchase issues such as complaints, returns, exchanges and warranty issues, a model of customer care which has proven it to be cheaper and more effective than any phone or e-mail customer services model ever used. Live chat helps you deliver real value to your potential customers.

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