How to improve the ROI of your eCommerce through telephony solutions

An eCommerce is not a conventional business. It uniquely brings together technological aspects, design and user experience. It does not depend on a physical location with more or less passers-by per minute, and is both close and far from customers and competitors from around the world. They are businesses that depend on achieving economies of scale, minimize the cost of attraction, maximize the conversion ratio, and optimize logistics processes. No less no more. It is therefore important to know how to improve the ROI of your eCommerce.

ECommerce, in addition, compete in a world in constant technological change, and they need to be permanently analyzing indicators, optimizing resources, and incorporating new tools and processes that improve their ROI. In this sense, they are purely digital businesses. Measure, analyze, optimize, and if it can be in real time, the better.

Tools to improve the ROI of an eCommerce

Today there are a multitude of sophisticated eCommerce marketing tools available in the market. Services that automate ad bids for certain spaces, that chase out users who have left the cart halfway, who send emails with links to custom videos… there are hundreds of examples. They tend to be of dubious return, often aggressive with users, and they often require specialized knowledge, or a huge scale to be profitable.

In this search for ‘Gold’ eCommerce, many digital businesses still do not know the potential of specialized telephony tools to improve ROI in all stages of a user’s buying cycle. Powerful tools in performance, but simple and efficient in their application, that perfectly fulfill the basic and fundamental challenge of all eCommerce: better connect with users; connect with them in the most effective and efficient, at the right time.

As Forrester says in his ‘Trends 2016: The Future of Customer Service’ report, 53% of people quit online shopping if they do not get an immediate answer to their questions.

Communication tools for the entire buying cycle

In this article we highlight the main ideas extracted from the free webinar ‘How to improve the ROI of your eCommerce through telephony solutions’, where in addition to the summary here, explain real cases with their figures about eCommerce already using telephony tools and communications intelligent, available in the market.

Phase 1. Attraction

How can I improve my customer attraction strategy? How can I know which channel or campaign is the most profitable?

With a simple international phone numbering strategy, you can have local phone numbers from all the countries in the world, and you can assign them to your campaigns, websites or landings. Operators of added value as a speaker, offer you the possibility to direct and manage these calls to the relevant attention team, to respond exactly what your user expects, trigger the sales by contact, and also be able to track through call-tracking, the success of that campaign, advertisement, product or concrete landing.

Phase 2. Conversion

How can I optimize my marketing investment by improving the conversion ratio?

We already have the new potential client on our page, and we face the real moment of truth. The right product, the right moment, the right price… and the user has a doubt. Three tabs on your browser display the same product at the same price… tic tac tic tac…

Our potential client will buy from us if we solve the doubt at that time, and by the most comfortable channel for him or her. A call to a 900, a chat service or a click-to-call marks the difference in that conversion ratio. Or better yet, offer a free phone call in one click, such as the Click&Talk service, which offers the effectiveness of a click-to-call or 900 number, but with 80% cost savings for the company.

However, it is necessary to point out that the true added value is not in the call itself, but in the way it is managed in our contact center. Any instant communication service must be managed through a professional customer service solution, and with full integration with CRM systems.

Phase 3. Delivery

Our customer has purchased… how can I improve your shipping waiting and receiving experience?

We are interested in assigning the resources of our customer service center to the tasks with the highest return. In this sense, we should not be occupying minutes of agents to answer questions about states of a shipment. Services like advanced IVRs or 2-Way SMS respond to all these predictable questions from our customers, without taking up 1% of our most valuable resources.

Phase 4. Feedback

Was our client satisfied? Will it repeat? Will you recommend us?

There are dozens of ways to configure and automate telephone or SMS surveys after each interaction, and get statistics in real time, by product, campaign … In addition we can integrate this information with saas applications that measure Net Promoter Score, for example.

How to improve the ROI of your eCommerce with Business Intelligence

Throughout this customer journey process, each and every one of the interactions with customers can and should be measured. With the right solutions, this information is easily integrated with any digital application, CRP or ERP, in order to analyze and make decisions oriented to the optimization of resources.

In summary, to increase the ROI of an eCommerce, the first thing is to focus on improving communication with users or customers. Before investing more in advertising, or doing trial and error with new technological promises, make the most of your best resources with a basic approach: intelligently connecting your users with your customer service center at every point in the purchase cycle.

By improving that user experience, and integrating the information generated in corporate systems, the numbers improve instantly.

For more information, access the free webinar: ‘How to improve the ROI of your eCommerce through telephony solutions’.