We’ve established that several technical and design aspects can ruin your conversion rate, but there’s also a more human side to conversions. Or a lack of it, to be exact.
The website is just one, albeit central, touchpoint along the buyer’s journey, or funnel, if you will. In each phase of the journey, customers have a set of specific questions and needs on their mind. You guessed it – it’s your job to provide the answers and support they need.
And what if you don’t?
They drop off, and you can say goodbye to another lost conversion opportunity.
Make it apparent that you’re available, should the customer need your help. Great content is the backbone of good service, because what you say on your pages should address the things going through the visitor’s mind. But obviously, you can’t write absolutely everything on the website.
For the visitors who want help with more specific needs, or just didn’t take the time to read through your content (that’s more people than you think), always provide an easy way to contact you.
When I say easy, I really mean quick and effortless. If it takes several clicks, messages, calls and hours to get a response, most people will turn to someone else. With that in mind, a good and responsive support function usually combines automation and live human service.
Live chat is great if you can tie resources to it. Chatbots are perfect for instant support around the clock. More static methods like answers to FAQ and other helpful resources are a minimum requirement, and you want to make sure these aren’t hidden too deep on your site.
Website support is best served context-specific, personalized, and immediate. The impact on conversions is twofold. Timely and accurate service helps retain visitors, and each positive service encounter also nudges them towards conversion.