Customer service pages that actually provide some service
There's a trend developing in ecommerce websites. Merchants are putting together "customer service" pages that provide no service and leave customers with no direction on where to go. It's almost as if they are trying to avoid customer questions and resolve every problem with a page link.
Now we understand, customer support is hard, expensive to provide, and straight-up annoying at times. No one wants to do it but everyone knows that it must be done. So what a lot of merchants do is type up all of their "rules" (and yes, they are rules) that tell customers what they can and can't do. They slap this text on a page and they expect customers to the site to go there for help. Here's a free tip to all merchants and customer service representatives, the question "have you read our terms and conditions page?" should never be said allowed. No, they did not read your T&Cs page, and they are never going to. I'll be willing to bet that most merchants haven't read their T&Cs pages. Customers want help.
Make better T&Cs pages. It's really that simple. However, there's more to it than you might think at first. Notice how I said "pages". The key is to break your content up into very simple, easy to identify pages. Start by identifying what it is that your customers struggle with most. Are customers looking for how to make returns or exchanges, have sizing questions, or shipping concerns. Whatever the pain points are, identify them and determine how often you have to spend time answering or fixing those pain points. The top two or three deserve dedicated pages.
LOOKING FOR AN EXAMPLE?
We are so familiar with this because we recently did this for a client of ours Alpaca Golf Sweaters. Their customers tend to be on the plus side of 60 and websites are not the most intuitive things for them to use. This forced us to take a harder look at how their customer service page was serving these people. After examination, we found out the answer and it wasn't good.
So we did what we just described. We found out what the pain points were, determined which were the most frequent, and made the top two into dedicated pages.
You'll notice that we turned the page into a funnel, tasked with directing users right to the information they need. Customers are now able to find the information they need. What this means is customers are now reading the T&Cs pages. The effects have been a reduction in support emails and phone calls, increased conversions, and more returning visitors. All from giving users the right place to go with their questions. That's a striking ecommerce website.