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Shopping Cart Abandonment Solved!
By Mike Banks Valentine, Sat Dec 10th
Imagine yourself at the local Sears carrying a shopping basketdown the isles looking for the perfect gift for your spouse whenyou come to a great looking watch in the jewelry department. Youknow she'll love the design, but also know she has a curiousallergy to white gold and call over a salesperson to ask themwhat the bevel surround is made of. She reassures you that it'smade of platinum so you cheerfully purchase the watch, smilingas you wander over to have it gift-wrapped. Take the same scenario online and imagine you have the samesimple question to ask someone. Now what? You most likely justabandon the shopping cart and leave the store because you can'timagine spending that amount of money without knowing whetheryour sweetie will break out in hives because the white goldallergy affects her wrists so badly. Abandonment of shopping carts online is blamed on everythingfrom fear of using credit cards on the web to privacy concerns.
My theory is as follows: If you have any questions about anyproduct or service you are purchasing online, ecommerce sitesexpect you to either look up the answer in their FAQ's(frequently asked questions page) or just search out their 800number from the site somewhere and call them yourself to findout. This can be a ridiculous process on some sites as theysimply don't want to be bothered with expensive phone calls andleave their number off of the shopping cart pages. They don't want to devote customer service reps to those fickleshoppers that abandon online shopping carts at rates as high as90% at some ecommerce sites. I'd propose that most onlineshoppers abandon those carts because they need to know somethingthat could never be considered for those FAQ pages like the termof the product guarantees or how long the battery life is. Ifthere were a simple way to have your questions answered, I'dlike to suggest that those shopping carts would rarely ever beabandoned. I've found the solution and can't believe the brilliance of theidea behind the answer to this thorny question. Customer clicksa button labled "CallButton" and gets a pop-up screen asking fortheir name and phone number so a representative can call them attheir convenience to answer any questions and/or concerns! They fill int their name and phone number and receive a politeresponse page custom designed to reassure them that they will becontacted how and when they would like to be by a person thatcan actually answer their question! No nasty telephone trees orautomated callbacks, but a person from the jewelry departmentthat knows platinum from white gold. You
now have the name and phone number of a prime valuablecustomer ready to buy who WANTS to hear from you. >From the customers viewpoint, this is simple, responsive andsatisfying. From the sellers position it is one of the mostpowerful ecommerce tools to be announced on the web this year!This idea and the powerful software behind that simple buttonwere announced at a press event titled "Showstoppers" during theSpring 2001 InternetWorld conference and show in the City ofAngels (Los Angeles) March 15th. This tool receives my vote as a better ecommerce solution thanany seen at the huge eCRM (Customer Relationship Management)show held concurrently with the I-World show at the LAconvention center this month. The powerful tracking andreporting functions that come as part of the package with thisincredibly simple little button could turn around the fortunesof major e-tailers like many of those we've seen sink in theeconomic downturn. Priced at a very low per-call rate starting at about $1.50 percustomer contact, you can have calls routed anywhere from yourcell phone to your home office and be assured of making the saleto that customer that very likely would have walked (or clicked)right out of your e-store without that personal contact from acaring customer representative. Most so-called CRM solutions aresimply automated-database-tracking-purchase-recording-preference-listing-sub-routine-predictive-expensive-file-them-here-contact-them-then-follow-up-with-them-next typesof robotic de-personalizers. CallButton offers the reporting and tracking tools available inthose complex CRM solutions with two major differences. Yourcustomer gets their questions answered and you make the sale!It's installed on your page with a short line of HTML code andyou don't invest the tens of thousands of dollars required ofmajor corporations for their robotic de-personalizer software. You make the sale, your customer is satisfied. Now comes thebonus. The upsell while the customer is on the phone with you.This prospect has requested your contact, has an interest inmore of what you sell and has qualified themselves for yourservices. If you don't upsell them now, you might consider doingsomething else with your time. I've signed up for the service and can't imagine how I got alongwithout it. It's priced for the small business and handilysolves a difficult issue for both business owners and theircustomers. http://callbutton.com/ About the author:Mike Banks Valentine WebSite101 "Reading List" WeeklyNetrepreneur Tip Sheet Weekly Ezine emphasizing small businesson the Internet Subscribe addressmailto:WebSite101-subscribe@listbot.com articles available:http://website101.com/freecontent.html
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