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Survey shows that, both at home and abroad, people's satisfaction with online shopping are not too big. According to a survey by Jupiter Communications, only 41% of people who have experienced the satisfaction of customer service; the domestic situation is even worse in a number of online shopping this year, China announced the first online shopping test report shows that only in the goods delivery services, there is 78% of the site does not fulfill the commitment period of time. Facts have proved that customer satisfaction is the success of online retailing is an essential element in customer satisfaction to a large extent in turn depends on customer service.

Customers from the query in the merchandise, place an order, until the final date of receipt of goods and pay for the entire process, a critical moment at least 10 online stores need to attract a high degree of attention at a critical juncture of any neglect can cause customer dissatisfaction, or even give up shopping. Shopping process, according to chronological order, which 10 belong to the crucial moment three stages, namely purchasing decision stage, the online payment stage, order inquiries and product acceptance phase.

The key moment of purchase decision-making stage

Prior to the next stage of consumer orders, in fact is the online store service, product price, delivery period, after-sales service all-round understanding of the process measures, and decided to shop online success or failure of a critical moment most of them in this phase.

This is the site speed online store customers first impression is often the psychological impact of the shopping, it is also all sites should have the most basic elements, who are reluctant to an extremely slow pace of online shopping site experience of torture, Under normal circumstances often have to complete an order for 30 minutes or even longer, so the site is to promote customer away snail pace of the best reason. In the first critical juncture to retain customers is very important.

Product Search For various reasons, it is impossible to put too many products on the home page presentation, and the survey shows that online shoppers are from the rational type of consumption goods in advance of the required features, prices, etc. have a certain plan, the Internet, the generally to the appropriate classification of the directory to find, If you know the product name, may direct inquiries, if the query can not find a suitable directory or no results, then, the customers may soon be leaving the site, he is most likely to go, it may be a competitor's website, I believe this is the website operators are most reluctant to see results.

Product Description When the selection of a product, carefully review the description is an essential step, even a book, shoppers will also look at the executive summary, author, directories, like the introduction, if it is a value of more High-products, must have also wanted to know details: appearance, function, size, weight, quality and so on. Not every site can satisfy consumer demand, if not detailed information, this shop might not traded.

Price concessions that many consumers use the Internet shopping is an important reason is that cheap, the product function, appearance, the selection is complete, another important factor to be considered should be the product prices. This form of online shopping, once there, to give people the feeling was somewhat higher than in traditional stores to buy goods cheaper, therefore, the ability to obtain a certain discount is related to the customer whether the product into the shopping cart is one important factor, because, Consumers might have been viewed the price of the same product to other websites.

Service return policy on how much the impact of online shopping? According to Jupiter's findings, easy return is the greatest influence customer buying motivation factor, even more than the customer service and product selection. A clear picture to tell consumers what kind of condition may be returned, for Kuandaofahuo situation, returns long after the money can be returned to the user, who should pay for round-trip transportation costs, or else because of this reason does not make less hesitant customers.

Delivery time and cost customers want the shortest possible time to receive the goods, it is a fact that there is no doubt, so distribution of information on the site is also not sloppy, no one will look forward to ordering the goods on time after our arrival, not delivered the goods on time is likely to be rejected, especially for COD orders.

For small orders, transport cargo / delivery costs are also affecting the number of customers to buy a major factor in the decision-making, one of 20 yuan to buy a book, probably very few people are willing to pay the mailing costs 15 yuan.

Online payment phase of the key moments

In the order confirmed, prior to the completion of payment, there are two key moments of the impact on the success of online shopping, this situation depends on the site, banking and shopping by three factors.

Registration Member Registration can also arrange shopping before, but for the first time shoppers often have to pay to know when shopping must be registered before they can continue, real trouble! Web site information will be what I use? This can depend on to clearly indicate if there is no commitment to the protection of personal information, then, or not registered - many for the first time is such a shopper who had left.

Bank Transfer This is a very critical moment, however, if you can not complete the payment, orders are still meaningless. Do not think that links to the bank payment systems and Web sites does not matter, and in the online payment stage there are still many accidents caused by the failure of online shopping. For example, some bank payment system only a small pop-up window appears after the accident are not able to refresh the page, and even return to the shopping site's pages are not only close the window, and order is finalized and can not confirm! The bank server, the consequences of the problem passed on to the site who seems innocent, but, for consumers, online payment online shopping is also a step ѽ.

Order inquiries and product acceptance phase

After confirmation of order completion, there will still be trading a variety of factors ultimately fail, except for a small number of users outside of mischief, I am afraid, mostly to a site's own causes, the typical errors are: product quality, packaging issues, physical description does not match with the site , out of stock, delivery error, delivery error period, and so, every mistake can cause a customer to cancel the order, but at this stage there are two key moments from the customer area.

Order tracking payment, "God" feeling seems to have ceased to exist, and the remaining will be uneasy expectations and helplessness, query and track customer orders for processing result is the only way to assure yourself that if the orders unresponsive, Mental customer orders may regret it after the ensuing direct consequence of the following orders as an excuse to cancel the wrong order, or for the future when it refused inspection foreshadowed. At this critical juncture is not for most site seriously?

The last moment in front of nine key moments are generated online, the last critical moment occurred in reality, customers receive their ordered products, will have to careful examination, some pre-shopping feel unhappy customers may even be critical. Grasp them, in order to finalize this transaction.

The 10 had experienced a critical moment, after a complete online shopping procedures before they came to an end, in this process, the online store can be worked out, due to such factors as customer returns or rejection of orders caused by the information eventually be removed, but in order to confirm pre-contract opportunities are not lost each site can see that. In fact, many customers are prior to confirmation of the order due to a variety of reasons, from the site, most of them unpleasant customers may experience a long period of time will not go back, the situation for the online store to that is undoubtedly a great loss. Whether shoppers become repeat customers as well as loyal customers to buy will depend on each customer's own feelings, as well as sites in the performance of all critical moment. If the site can be a critical time for careful analysis of each of the above and to take effective measures, the success rate of online shopping may be greatly increased customer satisfaction will also increase.

Source：http://www.Tradenovice.com