March 3, 2018
The National Retail Federation reports ecommerce is poised grow three times faster than traditional retail sales in 2018. Ecommerce allows for shoppers to find more options and availability of products than in brick and mortar environments. Companies like Amazon, Alibaba and Jet.com make ordering day-to-day basics both economical and convenient.
Product availability, delivery performance and competitive pricing mark the fundamentals of a successful ecommerce program. However, the user experience is becoming increasingly important. The ease of use and navigation will convert more prospects into customers. Chatbots are already playing a pivotal role in ecommerce.
A recent Netimperative article emphasizes the importance of conversational ecommerce. The article cites that nearly 80% of B2C businesses in 2018 will implement some kind of automated help system. Chatbots are one of the most popular forms of automated customer service.
Engagement on the Landing Page
Many websites struggle to interact or engage with their customers on their landing pages. Part of this is due to the lack of face to face interaction. As people become more accustomed to interacting with chatbots and AI technology improves, more companies will integrate chatbots into their ecommerce platforms.
Chatbots can instantly engage the customer on the landing page and help them navigate to the right product. Quick navigation not only increases the likelihood of a sale conversion, it also helps the customer save time.
Optimizing Customer Service Resources
According to Netimperative, 31% of ecommerce customers cannot obtain answers to simple questions about products or the brands they buy from. In addition, 34% of users find ecommerce websites difficult to navigate. Chatbots can help answer some of the initial questions a customer service representative would typically ask. If the chatbot cannot answer the customer’s question in its entirety, it can at least take care of the initial discovery that saves employees time. If a product is highly specialized, the chatbot can direct the customer to a specific customer service person who is in an expert in that particular product.
Reducing Bounce Rates
Netimperative reports ecommerce websites experience an average bounce rate of about 57%. The bounce rate measures the rate at which a customer places an item into their shopping cart but fails to follow through with the purchase. Chatbots can help companies reduce their bounce rates by following up with customers to gain insights on how to improve their experiences. From pricing to availability, this specific bounce feedback can provide actionable insights for improving ecommerce platforms to close more sales.