Response times and your online conversions
Emails have a speed advantage. It’s as simple as that. You click send, and the email will appear in your contact’s inbox a short moment later. However, this does not mean that we (as the human behind the emails) are instantaneous. Sometimes we’re tying ends to meet a deadline. Other times, we’re taking our lunch break. Whatever the reason, expecting an immediate response isn’t necessarily realistic… When you want to land a conversion, though? It is absolutely necessary!
The benefits of search engine optimisation are remarkable, but if not correctly managed, it could introduce logistical challenges for your sales team. Consumers now have the world at their fingertips to find the exact product or service they are looking for, and the fastest response to their enquiry usually rules the day!
Expectations drive experiences
The fast pace expected by consumers means that your business’s enquiry turnaround time needs to be nothing short of incredible. If you use time to your advantage with consumer interactions, you can give your business a distinct edge over competitors simply by exceeding expectations!
The longer you take to get back to an enquiry, the more you are at risk. Not only can you lose business to competitors the consumer may have contacted, but you create a negative experience and perception of your brand. This means that even if you are the only business the consumer decided to contact, they may choose against your products or services due to your lack of enthusiasm and speed in their enquiry.
Fast-talking: The response time benchmark
As a general rule of thumb, responding to potential customers as soon as possible is the best way. On average, customers expect a response within 24 hours though there are certain factors to consider when setting an appropriate and realistic benchmark for response times. The following questions should be considered:
- How urgent is the query?
- Have you made any promises on response times?
- Have you previously set an expectation with your customer?
- Is your competition setting certain expectations?
- Do you have an internal goal for this time?
How to shorten the waiting time:
Set goals
Outlining a goal for shortening the time it takes to respond to customer inquiries is the first step in making it happen. Creating clear intent to tackle online queries timeously will help you and your team manage them in an efficient, organised manner.
Prioritise first responses
Your first interaction with a potential customer is crucial in any setting, including online inquiries! As a result, your response time for first-time enquirers should be prioritised. A solid, prompt first response will instil confidence and maintain a positive impression that will be drawn on throughout your conversation.
Commit to quality
Speed is an important factor, but it isn’t everything! A clear quality standard should be set and maintained to ensure that customer experience remains consistent whilst team members strive to meet response time expectations. It’s easiest to think of this as quality control for your response process.
Identify gaps
Where there are instances of customers waiting lengthy times for responses, teams should assess why this might have occurred. These usually include common team-wide issues or individual agent-based issues.
Maximising your SEO
Implementing search engine optimisation strategies for your business’s website is only one step on the ladder to success. To properly maximise the potential of your SEO, you will have to execute sound tactics to minimise lengthy response times and increase the likelihood of conversions. At Cape Business Online, we help your business get started with leading digital marketing services, including search engine optimisation. Reach out for more information.
