Displaying your contact information and store policy on your site is a big deal to customers. I know from personal experience that I have been leery of purchasing from a company that does not readily display this information. I don’t like digging through a site like an archaeologist trying to find out how to contact the company if I have an issue, or what their policy is on returns. Make it easy for your customer, be up front. If you hide your contact page or policy page deep within the confines of your site, it’s going to seem like you’re hiding something. Here are a few reasons why having your company information readily available is a good thing.
There are really only two points (I know, only two?!) that I have to make about this, so here we go:
One. Having your contact information easily accessible promotes good customer service. You may remember Jada writing about how good customer support can be a marketing tactic all on its own. By allowing your customers to connect with you, you open the door for feedback (which can help make your business better), reviews (which you can use in marketing), and customer questions (which makes the customer feel important when answered).
Two. You need to have your company policy (regarding returns, shipping, purchases, etc.) on your site. When putting your return policy on your site, you need to find a balance between being concise and being conversational. On one hand, I know I don’t like reading a return policy that is plastered with “We WILL NOT return….” or “NO RETURNS AFTER….” It makes me feel like if I do have a problem, I have to eat my costs. On the other hand, you don’t want to be wishy-washy with the policy where customers are free to interpret your policies and have grounds to argue them with you. Practical Ecommerce recently wrote an article about how you can use your return policy to convert shoppers to customers. It’s a good read with useful tips for creating/editing your return policy.
So when creating your website (or adding to it, hint, hint), remember to put yourself in your customer’s shoes. What would you like to know when shopping online? I’ll bet your answer would be at least contact information and return policies.
Chris graduated from Missouri State University with a Bachelors of Science in Information Technology Service Management. He has also received certification in the ITIL v3 Foundation framework. Chris has been a part of the Sales and Support team since December 2010.