No matter how hard I try to anticipate, customer responses often differ from what I expect. Continuous optimization through A/B testing in e-commerce seems almost like a destiny. Even on the ECOM-US website, we eliminated anything unnecessary for customers and focused on enabling rapid communication, incorporating only immediate connection options such as phone calls and live chat from the development stage. These two options are always prominently displayed across the entire website for easy access. Since we don’t collect personal information such as email, there is no need for cumbersome personal data consent procedures. However, it seems that inquiries for B2B services like ours prefer a more formal email approach. To account for this, we discreetly included an email address instead of an inquiry form, and surprisingly, more people are now reaching out via email compared to phone calls or live chat.
I have made several misjudgments. One was the ambitious “30-day Promise” program. We boldly proposed that if customers were not satisfied within the first 30 days of service, we would not charge them, regardless of the reason. Despite emphasizing this point during service pitches, clients didn’t seem particularly responsive. When I mustered the courage to inquire about their lack of interest, they mentioned that from their perspective, it wasn’t a crucial factor. While contracting with an e-commerce agency is a significant decision from a brand’s perspective, the consideration of a free termination after one month isn’t a priority for them. Reflecting back, even though I used to be a brand e-commerce manager until just last year, I didn’t think from the customer’s standpoint this much… I need to think more from the customer’s perspective and ask more questions.
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