Luke Miszczyk spends a lot of time thinking about how people shop online. As Canada Post’s Director of E-commerce, he’s an expert at helping business owners understand a common problem: why would-be purchases are often left to linger in virtual shopping carts.
Miszczyk recommends entrepreneurs regard each transaction as an experience:
“It’s about the customer’s entire experience. From finding a product online to the physical delivery, it has to be a great, world class experience.”
Every detail must be considered – from the moment they’re on your website to when they receive and open their package, he says.
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Miscyzk shares the following best practices to inspire shoppers to buy from your website:
- Add a return policy to the footer of site. If there isn’t one, customers are likely to abandon their transaction.
- Explain the return policy. Be clear if you accept some items for return, but not others – such as larger items.
- Disclose any relevant price difference. If there is a difference between the amount spent and the refund customers will receive, ensure customers are aware of it upfront. This is particularly important when purchases involved a currency exchange.
- Clarify refunds. Be transparent about when customers will get money back. Everyone wants to know.
- Highlight the delivery date on the checkout page so customers know when the package will arrive.
- Provide accurate tracking information so customers can follow their deliveries online.
- Track the package too. Be the first to know if there’s a snafu during delivery
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