The Do’s And Don’t of E-commerce

Shopping on-line is great, convenient and fun. Every company has an online marketplace these days and some are much better than others. I thought it would be helpful to list my do’s and don’t for any business that sells on the Internet.

Don’t…

• Force me to enter my e-mail address before viewing your site. It’s like giving your cell phone number to a stranger in case they turn out to be a friend
• Send me emails every day after my first purchase.  If you really want to keep in touch, allow me to select my communication preferences first
• Create emails with the subject line:  “do not reply to this email.”  It frustrates customers, especially if the message says that your service is being renewed automatically.
• Tell me the delivery will take 2 days and then send me an email that the item is out-of-stock.  Make sure your system is up to date and has the correct information and inventory.  A customer wants to know immediately whether or not the item is available and can then choose to order or not.

Do…

• Offer me an easy way to get help, like an online chat with a person instead of the standard FAQ’s
• Keep me posted on the status of orders, especially customized products.  A bi-weekly contact keeps the customer up-dated.
• Send me a personal email when I register for the account; make me feel welcomed and that my business will be appreciated.   There is only one opportunity to make a good first impression
• Thank me for my business and communicate that you want to hear from me if I am not totally satisfied
• Give me various delivery options; it helps the customer feel more in control

Online shopping has its unique qualities.  As important as a site being visually appealing and easy to navigate, is the customer service behind every interaction.