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- If you’re still mystified by the concept of duplicate content and canonicalization, check out this 20 minute explanation from Google’s Matt Cutts: The Canonical Link Element
- VKI Studios shares a client story of how customer reviews improved conversion and how the client handled a negative review.
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Comic credit: xkcd Web Comic
1. Remind customers on the order confirmation (thank you) page to check their inbox (and junk folders) for the following:
a. An invoice for the purchase.
b. An email explaining how to track an order. (May be included on the invoice, if so, please make that clear to the customer).
c. Notification when the product ships and if the order is delayed for any reason.
Be very clear in your subject lines what each email is about. Example:
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The conventional way to attract customer reviews = do nothing.
Really!
Beyond that, some retailers do follow up after purchases and ask for a review like BlueNile:
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Perhaps one of the most sensitive calls to action (aside from asking for credit card information) is the request for customer feedback (especially when the request is made through the intrusive and long-despised pop up window.)
You’re asking the time starved customer to generously donate time to fill in the survey for nothing in return. And asking for feedback within seconds of the customer’s arrival on site may mean a quick bounce.
Calls to feedback should be treated like any other call to action – with careful attention to persuasion (copy) and usability (design and delivery).
I’ve come across a lot of these ForeSee surveys lately:
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I spotted vente privee (private sale) e-tailer RueLaLa inviting members to add upcoming “boutiques” (private sale events) to their Outlook calendars in an email:
Offering reminder service works very well for vente privee because it is first come, first served until the boutique sells out.
I’m thinking this would work very well for retailers who want to give a sneak preview for deal-of-day offers — providing the additional customer service of reminding customers to come back when the deal of day is something they want — either through email, Outlook calendar or even SMS and Twitter.
There’s also potential for alerting when new product is available, like the release of an album, video game or movie (provided they are guaranteed to arrive a certain day).
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