Have you ever visited a website and thought to yourself, “Wow, was someone using Internet Explorer 7 to build this?” Just as the storefront of physical retailer matters in terms of cleanliness, presentation, and the flow from the parking lot to the entrance, the same goes for online retailers. You have but seconds to captivate a potential customer, so a well-designed website matters.
According to recent reports floating around, greater than 90% of consumers visit a business’s website for the first time to know more about their products and services rather than purchase an item. This key insight gives validation to the fact that first impressions count and creating the shortest path to what the customer wants when they want it is ever important.
Now, you could write “Hello!” as your main header, but let’s be honest, don’t do that. How can you incorporate the authenticity and genuineness of someone greeting you in-store on a website? This is where the power of a virtual shop assistant comes in, welcoming every visitor to the online store with a personalized message and providing a touch of humanity to each interaction.
Coupled with an elegantly designed website, the virtual shop assistant will begin to utilize artificial intelligence to create a chain of interactions with the customer. This building of interactions adds data to the user’s profile and coupled with machine learning on historical store trends, the right product or answer is surfaced in real-time.
When these interactions begin, responsiveness is critical. Recent studies reveal that customers start losing patience if a message is delayed for more than 6 seconds during a chat session with live (human) agents. This is the main reason that a live chat is helpful but falls short in keeping a user engaged. Unless you have a dedicated customer support team with the capacity for 1 to 1 engagement, the value of your services is quickly diminishing.
Long story short – use technology to your advantage and create a cohesive, visually pleasing website to engage with and retain users.
Written by Justin Wells, Acobot CMO