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- Monday, May 13
Monday, May 13
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Hi all,
Hope you had a great weekend.
Lot of questions coming in about CRO and Landing pages. So, in today's issue, learn more about Delesign - one of the best at design and branding. You can get one of their designers to work as part of YOUR team, for long as you need.
And then before we get into the latest news in the DTC world, our in-house expert, Ibrahim discusses 'returns' in his column today.
Handling Objections to Increase E-commerce Conversions
Ibrahimâs Nuggets: Let's Talk About Returns!
Letâs get into itđ
WHATâS HOT ON SOCIAL MEDIA
The biggest edge you have when youâre launching a new DTC brand is YOU. Make the most of it, and make it fun! đ¤Š
Let the world see for who you are, and the people that can relate to you, will buy from you đ°
GRAPHIC DESIGN
#2 - Improve the way your clients see your online store
If you have designed your store by yourself or used a cheap freelancer, you are losing out on sales.
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HANDLING OBJECTIONS TO INCREASE E-COMMERCE
Effectively addressing customer objections is crucial for boosting conversion rates in e-commerce. Just like in face-to-face sales, online shoppers have concerns and questions that can influence their purchase decisions. By proactively responding to these objections on your website, you can streamline the buying process and enhance customer satisfaction. Hereâs how to seamlessly integrate traditional sales objection handling techniques into your e-commerce strategy, ensuring every potential barrier to purchase is thoughtfully addressed.
Common Customer Objections in E-commerce
Price Concerns: "Itâs too expensive."
Solution: Clearly communicate the value of your product through price comparisons, breakdowns, and highlighting any promotions or discounts.
Value Doubt: "Is it worth the price?"
Solution: Use detailed descriptions, customer testimonials, and case studies to reinforce value. Consider including professional reviews or endorsements.
Trust Issues: "Can I trust this company?"
Solution: Build trust by incorporating SSL certificates, third-party badges, and well-known payment options. Include a section about your company's history and core values.
Product Quality Concerns: "How do I know the product is good quality?"
Solution: Display high-quality images and videos, provide detailed product specifications, and feature real customer reviews that attest to the quality.
Need Justification: "Do I really need this item?"
Solution: Educate customers on the benefits and applications of the product. Create content that highlights how your product solves common problems.
Comparison Shopping: "Can I find a better deal elsewhere?"
*In response, emphasize what makes your product unique and include comparison charts that demonstrate how your product compares favorably against competitors.
Fear of Missing Out: "Will it be cheaper later?"
Solution: Use urgency tactics like limited-time offers, low stock warnings, or exclusive sales to encourage immediate purchases.
Payment Security: "Is it safe to pay on this website?"
Solution: Ensure your checkout process is secure and user-friendly. Display security badges prominently and offer a variety of trusted payment methods.
Shipping Worries: "How long will it take to receive?"
Solution: Provide clear, detailed information about shipping processes, costs, and estimated delivery times. Consider offering free shipping thresholds or loyalty perks to alleviate concerns.
Return Policy: "What if I need to return the item?"
Solution: Maintain a clear, concise, and customer-friendly return policy. Make this information easily accessible and consider offering free returns to reduce purchase hesitations.
By proactively addressing these common objections, you create a more reassuring shopping environment that can lead to increased sales and customer loyalty. Each solution should be prominently displayed on relevant pages across your website to ensure that potential customers feel supported and confident throughout their shopping journey.
IBRAHIMâS NUGGETS
Heyy,
If youâre a Mother, or ever took on the role of a Mother, happy belated Motherâs day to you. Personally, I donât think thereâs anyone more powerful than the Mothers. Theyâre the actual heroes!
Now talking business, I had received a few questions regarding returns, so weâll talk all things returns today.
Two questions you need to ask:
How do I make sure my returns data is actionable?
How do I leverage that data to lower my return rate?
Before we get into it, remember, CX shouldnât just be a customer executiveâs job, instead, should be every personâs job in the company.
Alright, letâs get into it..
Getting to the Heart of Returns
Return-slashers, let's get real about understanding why our products are coming back to us. Letâs go beyond the standard âI did not like itâ reason and get some actionable insights.
Hereâs a step-by-step guide to uncover the real reasons behind those returns:
The Personal Touch in Gathering Feedback
Sometimes, the best way to find out why customers return items is to ask them. Directly. Send out personal (and simple) plain-text emails to customers whoâve made recent returns, and be genuine in your approach
Ask them for specific feedback, such as, âCould you share more about what didnât meet your expectations with X product?â
This approach can uncover insights you might never get from a standard return form
Offering a small incentive like a discount or a gift card in exchange for their time and thoughts can go a long way
This method works particularly well for more complex or high-value items like mattresses or hearing aids, where understanding the return reason could significantly impact your product strategy
The Art of Crafting Effective Return Reasons
As you gather feedback, patterns will emerge. Use these insights to refine the reasons in your return portal. Letâs skip the guesswork and get to informed choices. Start with broader categories and then drill down to specifics
Implementing âParentâ and âChildâ Reasons is my favorite way to keep this customer-friendly
For instance, if youâre in the skincare game, a âparentâ reason like âDidnât like the way it lookedâ can have âchildâ reasons such as âMade my skin look oilyâ or âMade me look tiredâ
This layered approach helps you pinpoint exactly where the product fell short for the customer
Itâs also worthwhile to regularly review the feedback and return reasons. Are they aligning with your initial hunches or early conversations? This ongoing analysis helps you stay agile and responsive to customer needs
As you start seeing trendsâadapt!
If a significant number of customers say a product made their skin look oily, you might not even need to reformulate, but rather change the positioning and marketing, or the instructions for the product
If your return rate is sky-high and most of the reasons are the same, yes, then it might be time to reformulate
Most importantly, treat this as a continuous cycle of improvement. The more data you collect and analyze, the better you can adapt your products, descriptions, and even marketing strategies to reduce those return rates
Using Returns Data to Lower Return Rate
Now you've got some solid returns data. But how do you use it to slash those return rates?
When selling items online, itâs completely and totally on you to market right and deliver on expectations. When things donât go right, and customers feel let down, they show up as a return
The more we manage those expectations, the better chance we have to keep returns low. That might feel like an oversimplification, but keep reading..
Letâs think about all the big moments throughout a customer journey when you can make promises:
The Ads: If returns data points to a mismatch in expectations set by your ads, itâs time to adjust. Change the creative, targeting, or copy to reflect better what youâre selling
The Landing Page: This is where you make promises. If customers return the product because the product doesnât live up to these promises, here is where you need to change them. Be honest and clear about what youâre offering, and make it as transparent as possible
The Product Page: If your returns are due to something specific about the product, like sizing or material, make sure itâs loud and clear here. No hiding the important stuff in the fine print. And if it makes sense to introduce quizzes, please do! I personally use Presidio: Quiz Kit for this purpose, but Octane AI does a great job as well
Post-Purchase Communication: The crux of the post-purchase journey is the handholding from purchase to delivery, and beyond. Use emails or SMS to reinforce important product features or usage instructions. If your data shows that returns are due to misunderstandings about the product, address them here
Unboxing Experience: Continue managing expectations. Include guides, FAQs, or even a simple note in the box to reassure the customer about their purchase and an email to reach out if they are disappointed
Now, let me give you a practical example and show where Iâd resolve it in the journey.
Letâs say your data shows a bunch of returns because a sweater runs large. You donât need to splash this all over your ads or landing pageâitâs not a primary selling point
But on your product page? Absolutely. Make it very clearââHeads up, this runs largeâ
Mentioning it in post-purchase communications or during unboxing is too lateâthe purchase is already made. Itâs all about setting the right expectations at the right time
Using return data to tweak your customer journey is like fine-tuning an engine. You're not overhauling everything; you're making precise adjustments for maximum efficiency!
Lastly, my favorite tool to use for this purpose is Loop returns (non-sponsored).
If you handle all things growth in your organization, please remember, if returns isnât your problem yet, it should be. If majority of the customers youâre acquiring are returning the products, thereâs a problem, and you should be a part of solving it.
Alright folks, thatâs it for today.
Thank you.
IN THE NEWS
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