Vol. 06: Customer Service

3rd Edition

Part of the E-Commerce User Experience Series

This report offers techniques for presenting straightforward customer service information so that customers can help themselves. When customers can quickly find information, it’s better, and less expensive, than when they must contact the company for assistance. Shoppers expect to find relevant information at the right time and place. Don’t let the location of shipping and return information deter people from completing transactions during checkout.

This 137-page report contains 48 design recommendations based on our usability research. Discussions and 125 screenshot illustrations supplement the findings.

Topics

Best practices for customer service information on e-commerce websites

  • Finding customer service information
    • Name and placement of customer service link
    • Cross-reference customer service information
  • Customer service policy
    • Policies that customers understand
    • Dealing with long pages
    • Details customers want
  • Frequently Asked Questions (FAQs)
    • Layout and organization
    • Searchable database
  • Returns
    • Return policies by geography
    • Return policy strategies
  • Contacting the company
    • How to feature contact information
    • Contact details
    • Contact forms
    • Store locators
  • Live help
    • Promoting and implementing live chat
  • Shopping assistance
    • Product guides
    • Contextual help
  • Other areas
    • Receipts
    • Order status
    • Surveys

Research Method

The information in this report is based on two separate rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eyetracking

Representative users tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).


Which License?

Individual

Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms

Group

Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms

×

You’ve just added the following to your cart:

Vol. 06: Customer Service

Individual License

$98

Checkout Now
×

You’ve just added the following to your cart:

Vol. 06: Customer Service

Group License

$198

Checkout Now
×