Gabriel Shaoolian, CEO of Digital Silk, highlights the challenges e-commerce businesses face converting traffic into sales despite increasing online shopping volumes. While site optimization is crucial, he stresses the importance of human-centered interaction during critical 'conversion moments.' Customers often have specific questions, especially during their first purchase, which cannot be fully addressed by automated solutions. The article discusses how relying solely on AI can lead to customer frustration and abandonment, emphasizing that a personal touch can significantly improve conversion rates in the online shopping experience.
Relying solely on automation for assistance can leave shoppers feeling frustrated and unsure. Unlike a busy brick-and-mortar store, where a friendly staff member can answer questions instantly, online buyers can feel isolated.
Even the best interface can't resolve questions unique to first-time customers, leading to what I refer to as 'conversion moments' where shoppers seek answers beyond site optimization.
Collection
[
|
...
]