Navigation: Many roads lead to Rome
The navigation of the Bol.com website constantly makes you choose as a consumer: do you want to filter on products, do you want to view offers because you are price-conscious, or do you mainly want more information and compare with a choice aid. The choices do not lead to choice stress: they serve different types of consumers and that is smart. This multitude of roads that lead to Rome provide Bol.com with a lot of conversions.
Details can also be compared
For the consumer who knows what he wants and is going to choose very specifically, it is very easy to compare details on the comparison page at Bol.com. Bol.com therefore chooses to keep the comparison very scalable, in terms of details. If you do not yet know what you are looking for, then you compare in broad terms. If you know much better what you are looking for, then you compare the details of the product you are planning to purchase on the comparison pages.
hat changes on your website when the call center is quiet? Probably nothing. Every call center has peaks and valleys in telephone traffic. In the valleys, the agents do less productive work and at the same time there are hundreds of website visitors of which only a few percent convert to customers. If the right website visitors would come into contact with a call center employee at the right time, the conversion rate would increase to 20 to 40 percent. Given the large numbers of website visitors, a significant increase in total (online and offline) sales can be achieved by 'linking' the call center to the website.
When rolling out such projects, I see three points of attention:
There should be no cannibalization by the japan phone data contact center of online sales. This is the case if the telephone upsell is lower than the additional costs of the contact center.
Timing of the channel change
It is important to encourage the customer to go to the contact center at the right time in his or her customer journey.
Contact center availability
If there is a telephone queue, there is no point in encouraging website visitors to make contact by telephone. Conversely, if there are many people available in the contact centre, that is an excellent moment to send as many leads as possible from the site to the call centre. By setting up the 'website-to-contact centre' process intelligently, a technically complex link can even be omitted.
From contact center to website
Imagine: a potential customer is looking at a nice product together with a salesperson in a store. The prospect leaves the store and after ten minutes, after consulting with the home front, returns to the store. Of course, the salesperson recognizes this potential customer.
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