Wix eCommerce | How to Handle Unhappy Customers During the Holidays

Hi everybody. Welcome to our E Commerce workshop on how to handle unhappy holiday shoppers. Joining me today, I have my colleague Assaf and we'll shortly get started with our workshop. Please feel free to ask questions. The team will pass those to us and we'll try to answer either in the chat or Assaf and I here as we go along. So today we will be talking about how to handle angry holiday shoppers and protect your business. So I'm sure that by now some of you are already well into holiday sales season. We have the month of November coming up with a lot of holiday shopping ahead. So I'm sure this is a topic that's touching most of your businesses already. Today we'll talk about how you face them, those unhappy holiday shoppers, how you build trust for your online store, some best practices for responding to your customers quickly and with care, how you should go about handling returns, refunds and chargebacks, and then finally, how you can analyze and learn from mistakes. So let's start with facing unhappy holiday shoppers. So of course, as we head into this year's holiday season, every business and every online seller is facing a lot of challenges. E Commerce has grown dramatically this year. There's a lot more demand for online shopping. I'm sure that this holiday season especially, you are all experiencing those high volumes and demands of orders. So you're experiencing holiday rash. You're probably dealing with extended shipping times both due to order volumes as well as potentially Covid restrictions depending on where you're based and where you're shipping to. And you also have a lot of big selling days ahead, like the Black Friday Cyber Monday weekend. So I'd like to start by saying, please know that you are not alone. We have taken some examples here from some of the biggest brands and retailers in the world. We've blocked out personal information and brand information for obvious reasons, but the idea is that no matter how big your business, or maybe even the bigger your business, that you're going to deal with some unhappy customers. Because not everybody likes everything. We all make mistakes. Every business makes mistakes, whether those are in logistics, things going wrong with products, things going wrong with orders. So I think everyone will experience some level of customers complaining about something. The important message is what you do with those unhappy customers. So the first thing we'd like to say to you is take a breath and remember that as you navigate your business through this very challenging year, and especially this very challenging holiday season, important to be patient, flexible and resourceful and try to look to the future. We know that you're facing difficulties, but remember that so are your customers, because there isn't anyone who hasn't been impacted by this year. And the best thing that you can do as you face challenges and unhappy customers is to just invest in those relationships and establish trust. Because mistakes will happen. Or what's important is how you respond that will determine whether you get a loyal customer in future or you lose one. So with that in mind, let's go through the different areas that you can work on. We'd like to start with talking about how you build trust for your online store. So especially in the world of E commerce, it's important to remember that online shoppers don't get to physically interact with your business or with your products before they buy. So essentially, your online store is doing all the heavy lifting there for you, and it needs to convince shoppers to buy the product that they're looking at from your site and not from somewhere else. So trust really matters for your online store. Right? You want to make sure that you're bringing real value to customers, that the product that they're looking for is the product that they're seeing, that they understand what they're going to be buying. And if they want to buy that product, everything that they meet on your website and product page will impact their buying decision. And in the longer term, their experience with your business and your online store will determine whether you build brand loyalty and ultimately brand advocates. So let's talk about practically what we need to do. The first thing that we always say is focus on the three Rs. Be reliable, be respectful, and be real. So in terms of reliable, you want to make sure that you have good products and good services and that your website clearly explains them for what they are, and make sure that you're delivering on your promises. So if you say you're selling something within a certain amount of time, do your absolute best to do that. Always be respectful. Put your customers first. Focus on bringing value both in terms of your product, but in every interaction and experience you have with them. And continually look for ways to improve those experiences. And finally, just be real. Speak to your customers in an authentic human voice. Try to keep it conversational in a way that feels personal but trustworthy. So how do you do that on your website? So the first thing we're going to say in terms of holiday season is make sure that you are very clear on holiday offers or deals with you want to communicate exactly what that offer is, exactly what the discount is, and then make a coupon code readily available. That will help customers coming to your site understand what they're getting and also help them to easily go through that shopping experience and pay. Next up, we really, really recommend that you invest in your product pages. Make sure that you have very clear, detailed descriptions of the product. Include features, include specifications like size, weight, material. Describe the benefits for your customers. All of these things will help in their decision making as well as an SEO for your product pages. So you're going to get a dual benefit here. We recommend high resolution images and videos, if relevant. Anything that can help customers understand the product and make those decisions. Vision you should be adding product reviews and testimonials. I think here. I always like to equate it to my own shopping experience. When you buy online, even when you see a really great product page with images of the product and a description, I often wonder, what will that product actually look like back at my house? How big is it really? What does that shirt look like on somebody? And then I go down to the review section and I look at what other customers did and I really look to see if they uploaded photos of how that thing works for them. So I think here in terms of reliability, you understand how much those testimonials and reviews help shoppers decide whether they want to make that purchase or not. But on the flip side, you need to make sure that those are valid and reliable reviews and that they don't feel phony or fake, because that could end up actually doing the opposite and making people trust your website less in terms of shipping and return policies. Make sure that you are very clear on what these are, that you are completely upfront, and that that information is readily available on your website. You don't want customers guessing how it's going to work, and you certainly don't want customers feeling unhappy after they've purchased and then coming to complain because of something that they could have known in advance. The same here goes for FAQs. So look at what your customers are asking you. Take a look at any communications you're getting on the website, in your email, on your social channel, and then take those and create answers to common customer queries. You can add an FAQ site section to your site and then people can just see that information and understand anything that they need in advance. And finally, especially now, contact information. So whatever way you choose to allow your customers to contact you, whether that's by phone, by email, by social channel, by live chat on your website, up to you, make it easy for customers to get access to that information so that they can reach out to you. So with that I'm going to ask ASAF to please show you how you could do this on your own website and where you would be adding this information.

So from the WIX dashboard, most of the things that we're going to show are going to be on your storefront, which means we'll have to go to the WIX editor. We'll do it in a second. We asked Miri from our E Commerce marketing team to build us this mock up store and I think she's done a terrific job in building trust. Specifically for the holidays. We have the hello bar here. That's one specifies exactly what the coupon card is and it's we added it to the header so it will be with us throughout the pages. We also we split it and edit the shipping policy so it's easy to get there with the obvious COVID 19 alert. And so once you go there you're able to see here in bold letters the COVID 19 alert. And you, you definitely want to make sure that shoppers know when is the last date that they can still make that order in order for that to be in by Christmas. A few more places that we felt are super important to add that. So one, let's go to my favorite toy here. Ta da. So in terms of building trust, you can see high quality images, a bunch of them. You can see the additional product information descriptions and in the shipping and return policies we've added this again in bold letters. So another touch point for shoppers to be 100% aligned in expectations. And I personally feel that when you set the expectations you can always manage everything afterwards as long as both sides know what's happening. Lastly, we added it to the frequently asked questions. So this is a widget that you can add as the WIX faq. And here in the payment and shipping we added one that says like COVID 19 holiday update and again in bulk letters. Everything is clear on point and it's hard to believe that if you shop on Hip Hip you wouldn't have the opportunity to see the shipping alerts. So where do we do these things? FAQ and about pages or other places that you want are done in the WIX website editor you just go there and edit it here. However, on the product pages you will go to the dashboard. From here let's click on store products.

Sure. So while Steph is doing that, I'm going to answer a couple of questions. So somebody asked how they added that hello bar that you had at the top of the website. So I'll repeat what Assaf said and say that we have that in the WIX editor. It's easy to add from the WIX editor, actually, if you go and watch last week's workshop on how to run a flash sale, Asaf did a really detailed demo in the editor of how we added that. So you can go and watch him add that live to his website if you like. And Asaf, go ahead.

Yeah, so as you saw, we went into the product and then into the actual product. This is Tada and here you have the description, an additional product and then you hear product and returns. It's a simple text editor. If you ever used Word or any other software in the past five years, you should be doing it easily. And once you edit here, make sure you save it and it will be added to your product page. Make sure to be very specific on the timing of shipping and make sure you're aligned with your suppliers and whoever is in that supply chain that you can, as Liad said, meet the expectations that you're setting.

So Asaf, I think you showed us easily how I could add that for one product. But I'm sure lots of our sellers have very big product catalogs and do not want to be going through adding that kind of comment one by one to their products. So what do you recommend for them?

So I think the easiest way to do it for the entire product catalog, you go here into the products page, you can export your entire product information as a CSV file and there you can easily copy and paste. You'll go to the shipping section easily copy and paste that sentence that says due to COVID 19 something something. Once you have it for all the products, you can re import them and you'll have everything ready to go and waiting for you. Obviously once you do an export and then import, just go over it, make sure everything has been imported properly and then publish the site and you're good to go.

Cool. Thank you Dan. We also had a question here which I think we also covered in our last workshop, but I'll just touch on for a second is regarding coupons and it says that some people use that same coupon more than once. So I'll recommend that you watch our last week's workshop for flat sales. Ashaf did a full demo on how to set up your coupons and also how to limit them to one use per customer. So please take a look at that workshop. You'll get all the information there. And with that I'm going to go back to our presentation. So I'LL remind everyone what ASAP showed you there. Right. He added a contact info section. He added the FAQ pages and he made sure that he added that his COVID 19 warning into the FAQs for the shipping timing. He had a great shipping policy. He worked on his product pages really well. And Asaf, I will ask you if you could just show your product review section please, because some people are asking if you could show them that.

So on this store we did not add a specific customer review. We do have it through an app with Kudubuz for specific ones. I can probably find another mock up site in a minute and show it.

Okay, so I'll let ASAF pull up an example of the reviews and he'll let us know when he's ready with that. And in the meantime, I will carry on to our next section which is about responding to customers quickly and with care. So I always say here that the most important thing that you can do is just be there when your customers need you and offer them your full attention and support. And this could be anywhere. It could be on social media, it could be through your website, it could be someone calling you. I think the thing that really matters the most is just that your customer feels that you understand and that you care. And then I find that people are usually patient and willing to work with you on whatever the issue is. So I'll actually give a really great example that one of our sellers shared with us and she was speaking to me about some of the challenges that she'd had earlier this year due to Covid and a lot of delays that she'd had with shipping and actually some of the packages getting lost and not even arriving at the customers doors. And she tried several shipping carriers. It was just during the crazy of the initial few months. And she said to me, you know, there are some things that are out of my control. I cannot control whether that package will not get lost by the shipping provider, but I can control how my customer feels when that happens. And I can guarantee that I will personally pick up the phone to them and speak to them and apologize and figure out how I make that right for them. And I just, I love that moment when she shared that with us because it was such a genuine moment. I think anyone working in a business with customers can understand that. And I think that any of her customers getting that phone call would feel how much she genuinely cared and then work with her on those issues. So on this one, I think a being responsive is really important. If you give customers a place that they can be in touch with you, you have to respond to them. You don't want to leave people hanging, especially on channels like social media. So be thoughtful about where you allow customers to contact you and then make sure that you're responding in a timely fashion based on the expectations they would have there. So you want to respond on your website, you want to answer questions and comments on social media. If you're allowing people to contact you via the phone or via email, again make sure that you're available and answering those places. A way that you can help yourself and your team is to be ready with great responses. So learn from what people typically ask you or things that might happen that will require a reply and then create pre made responses that you can use in both email or social media that you can easily copy and revise as needed. Try to cover topics such as returns, shipping, order tracking, and also make sure that you have links available for all of those things so you can really easily just pass those things to your customers. And again when things go wrong, because sometimes they will be there for your customers. Apologize, acknowledge the pain, make sure that you watch your tone and don't get into a fight with a customer. Going back to what we said earlier, it's been a rough year for everyone. So a little kindness and understanding can go a long way. And some things that you can do on your Wix website that can really help you are first of all, use live chat. I cannot recommend enough to our store owners to add live chat to their website. You are able to interact with your site visitors when they are there. So if they're there and they can't find something, or they need an answer to a question about a product, about a coupon, about shipping, it's a matter of seconds for them to ask you that question and for you to respond. It can prevent things from escalating into bigger issues. It can guarantee that you're closing a sale. So it's a really great way to improve business. You can also through wix, directly offer links to products or coupons. We also allow you to integrate your Facebook messenger directly with your chat and inbox. So that means you're using your WIX dashboard to manage all of your interactions both on your website and on your Facebook chat. And if you download the WIX mobile app, you can also manage your wix chat from the mobile app. So that means if you're not next to your computer and you still want to be responsive to people on your website, it's really easy to do that from Your phone, either you or your team. So here's an interesting little stat for you from our network of over 500,000 selling stores around the world. So sites that have chat get 8 to 12 times higher sales revenue, and sites that recommend products to customers in the chat actually end up generating 71% more sales. Which just goes to show you how important that interaction at that really critical moment is to customers. So if you're able to implement this in terms of, you know, the responsiveness, because you don't want to have a chat on your website if no one's answering it, that would be bad. But if you're able to be responsive there, it's a really, really great way to connect with your customers. So Asaf is actually going to demo our chat for you. Now, he's not going to show you how to connect it because connecting your Facebook account and setting up the account can take a little while. The team will share links with you in the chat so that you can go and see how to do that. But we would like to show you how it works. So over to you, Assaf.

Thanks, Niyad. I do have a small debt that I'd like to pay. So this is. You asked about reviews. This is the Kuruba's app. I found it on another one of our mockup stores. And if I click reviews, you have here both for the site and for the product reviews. Right. So here are the reviews you can look at them and see either for the entire site, which typically means your store, or for specific products. It's customizable through the app and you can select how it looks and where it appears. And again, reviews are critical if you want to create trust. Most of the e commerce websites that you're going to see are going to have some sort of reviews, either through a widget or with images, videos. You probably met a lot of them. So this is, this is for my little debt in terms of the chat. So in essence, for the chat we'll go here to the customer management and go to the inbox. This is where all of our communication channels are now integrated. So let's start with the Facebook messenger. So on Facebook, I'm gonna. Hello, is there anyone out there? And you'll be able to see it in a second on the dashboard. So again, you can see it's from Facebook because you have a few communication channels coming in. It's always important to know where it's coming from and obviously reply. And the quicker you reply, the better it is. At least give some information and we're here and we'll be available in a few minutes. You can also automate some of that stuff. So let's go with yes, we're here, send it and over on Facebook you'll be able to see the message in real time. So it's pretty cool and very effective. Obviously, many of your shoppers will meet you on other channels before they even come to your store. So for those of you running a Facebook page, connect the chat and have more touch points with your with your store. Back at our store, let's open the chat. And by the way, it is once people say something, an automatic form will be there. This is helpful in two ways. One, you get their information and two, you can communicate with them in off hours so at least they'll write something and it will be forwarded to your inbox. So again we can say hello. And immediately over at the dashboard you'll be able to see it. And again you'll know it's from your store. You don't have the Facebook icon here and vice versa. If I answer here, Let's send it and back here you'll be able to see it in the chat. Again, it's very customary to respond quick even if you can't either answer or solve any challenges or problems they're coming with. At least recognize that they're there and let them know that you'll be with them shortly. And if you can't be there shortly, tell them we'll be available soon and try to give them specific times so they're aware and they don't have to sit in front of their computer waiting for you. Everybody hates waiting without having some sort of expectations. When is this going to be met by the store representative?

Absolutely. So I think when you're setting up that chat, please remember Asaf showed you some of the automations he had set up on his. You have the option there to collect your customer info, their name and contact details. If customers go ahead and fill that in, that info is going to be saved your contact list. So that's a great way to collect additional contacts for your store and for you to be able to reach out to them with additional deals later on. And there are a couple of other options. You can play around with that. When you do the setup, you can choose which hours the chat is available, as Asaf mentioned. So make sure that you're only doing that when you want to be active in the chat. I'm going to go back to our presentation and just a quick follow up question there. The testimonial app that Asaf demoed is called Kudubuz. You can go to the WIX app market and look for that review app and add it to your site and choose which parts of it you want to include, which reviews play around with it. It will collect those reviews for you on your website. So moving on to our next section, probably the least fun part of this, which is handling returns, refunds and chargebacks. So let's dive on in. So we have a little step here. We'll share the source with you guys from our blog post about it. But there are much higher return rates. 30% for profit bought online are returned versus 9% of products bought in brick and mortar stores. I think a lot of this comes down to expectations versus what you actually get when you order. So we'll go back to what we spoke about in the beginning in building trust for your store. Having really clear product descriptions, all the information, all the images so people really know what they're going to get. But that being said, returns will happen. So let's start by thinking about your strategy. So there's a decision you need to make for your business and that is do you allow returns or not? It's up to you. We'll give you some guidelines of how you can think about it, but whatever you choose, make sure that you have a clear policy on your website. So be sure to be adding a page with your return policy and make that information readily available to your shoppers. So if you have really low priced products, returns is probably problematic for you because just the cost of handling all of that shipping is going to make it pretty cost ineffective and end up eating all your margins. So you can think about alternate ways of allowing customers to be compensated. You can think about offering them some kind of store credit, either with a coupon or a discount for future purchases, or don't allow returns at all until you're ready to handle them. I don't think it's a great long term strategy, but if you're just starting out with low priced products, those are the ways you could be thinking about that. If you have really high priced products, you probably will need to offer a turn so that customers are not deterred from making a purchase. Because for really expensive goods, if people don't have the option to return it, they might be more concerned about going through with that first purchase from a brand or a business they're not familiar with. So here you can think about what it means to offer returns. Are you going to offer free returns which means you're going to be absorbing all of those costs? Or do you want to ask customers to be paying for at least the inbound shipping? So both are valid options. You just need to clearly communicate that to your customers in your policy. If you're a new store, you want to be having a very basic return policy. You don't want to complicate things for your customers or for yourselves. And here you could think about allowing returns only for unused goods versus open goods. Again thinking if you want to require people to pay for the shipping or not. And then if you're a more established e commerce store, you're already going to want to be thinking about how you're constantly evolving that return policy and making it even more customer centric. So here you do want to get to the stage where you are allowing, if possible, free returns, maybe already including the shipping labels within the packages when you send them to your customers, so they're able to easily send those back to you. And if you cannot provide free returns, then at least making them as affordable as possible based on the learning that you have from your business. Once you have a clear returns policy in place, you're still going to be faced with the options of refunds. So again, this is something that will always happen. Sometimes there's just something wrong with the product. Sometimes somebody is just really, really unhapp. So here, first of all, best practice is if something is going wrong, try to be proactive and let the customer know in advance, like a shipping delay. So don't wait for them to realize that the product hasn't arrived and only then let them know. If you give them a heads up before, they'll probably be more patient and tolerant of something like that. The next thing that you want to do is make sure that you're responding really quickly. Customers who are requesting refunds, first of all, you might be able to avoid the refund by offering them some other sort of compensation like a coupon or a discount or maybe a different product, depending on what the issue is. And also you are able to deal with a refund as opposed to a chargeback. So I'm going to get the chargebacks a little later on and run into details about what that means. But remember, the chargebacks are not good for your business and they're not good for your reputation with your payment provider. So we really want to avoid those at all costs. If you're unable to fulfill an order for whatever reason, then make sure that you're again proactively canceling that order and letting the customer know and issuing A refund to them for something that they're not going to be able to receive. And if you're getting high levels of refund requests, just be on the lookout for signs of fraud or something fishy going on. Make sure you're checking what's happening there in the data. So let's talk about what a chargeback is. So essentially, a chargeback is a demand made by a credit card issuer for a merchant to return funds to a customer. So this can happen when a customer complains directly to their credit card issuer that the products that they paid for either weren't provided by the seller or that they didn't make that purchase. And then the credit card issuer can come to the seller and say, okay, my customer is not paying for this product. You need to refund them. So sellers using WIX Payments, for example, as their payment provider can view the chargeback reason from their WIX Payments dashboard and dispute it from there. So disputing a chargeback we'll talk about in a minute, but essentially it means that you don't agree with the chargeback and that you feel that the customer is being unfair in their request, and you have the option to not agree to it. So we'll get into that in a minute. So why are chargebacks bad for business? So, unlike a refund request, where it's basically a situation between yourself and your customer, a chargeback involves a third party, which is usually a bank or a payment network, could be like Visa or MasterCard. And you don't want to have a high chargeback ratio because the more chargebacks you receive, the more your risk increases for your payment provider, which could lead to your payment provider deciding to either withhold your payouts, change your payout ratio, or schedule, or ultimately even close your account if you have a really high chargeback ratio. So you know that's an indication for a payment provider that something is going wrong in this business and that can lead to problems for you. So payment providers also often charge a penalty per chargeback, which is additional fees for your business. So, again, something that you don't want to be dealing with. So let's talk about disputing chargebacks. What does this even mean if you get a chargeback? If a customer contacted their credit card company and told them they don't want to pay, the credit card company issues that charge back to you. You can either do nothing and just let it go through the system. In some payment providers, you actually have the option to accept or dispute. So when you accept, they understand that you're actually officially acknowledging that in this case you agree to the chargeback. And that's a good thing because you start to allow your payment provider to know that you're actively monitoring your chargebacks and that you'll let them know what when it's accurate or when it's not. In the long term, that will work in your favor with your payment provider. And your other option is to dispute the chargeback. Again, if your payment provider supports this. Not all payment providers give you the option to do that. If you're using WIX Payments, you can do that directly from your WIX Payments Dashboard. And the other option that you have is to contact your customer directly and ask them to cancel the charge back in exchange for some other sort of compensation from you. So either you issuing them a refund or providing them an alternate product, whatever would work for the customer. It's important for you to know that there is a time frame in which you can dispute chargebacks. So typically you get around 18 to 40 days to provide evidence for the dispute, and then it takes another 40 to 90 days to get an answer. So you need to know this is one of those things that goes through a bunch of bureaucratic processes and it's important to be patient about them. So let's talk about how you can dispute a chargeback in WIX Payments. We're not going to go and demo this for you in our live site because as you saw, that was just a quick demo site we put together for you. So luckily for us, no one has given us any chargebacks on our orders yet. But what you would do is you would go into your WIX Payments Dashboard, you would click on the Finance tab, then you'll get your list of all your transactions. And then you can see there that next to each transaction, you see if there's a chargeback request. So click on the actual transaction, it will open the full transaction for you like this. And then you see in with payments, we give you the option to either accept the chargeback or dispute the chargeback. So in this case, Asaf does not agree to the chargeback. He knows he sends a great product, so he would like to dispute the chargeback. And then he'll get a form like this. So in this form you're going to provide information about what occurred with your customer and provide evidence for the credit card company to understand that this was actually a legitimate sale. So you're going to choose the transaction type, you're going to understand the dispute guidelines, you're going to upload evidence and, and then you're going to be able to provide some additional text of your own or a rebuttal argument over there. So what does evidence mean? Let's talk about this. Essentially, you want to show proof a that you sent the product to the customer. So you want to show any tracking information that you have of sending out that shipping or that delivery, the fact that the product actually arrived. If you had any communication with the customer at all throughout the process, it could be emails, it could be on your social channels. Then you want to include that in the images or the files that you're uploading there so that the credit card company can understand that you were legitimately providing this product or service to your customer and that you've been in communication to correct the issue. So those are the things that you can do to help yourself out there. And with that, we're going to move on to the final piece of this, which is analyzing your data, analyzing all the feedback that you're getting, and learning from mistakes. So I think that sometimes people think when we tell them to look at the data and learn from the mistakes, that they think we mean only looking at the reports, which we are about to do, by the way, in a second with assessments, but we also mean looking at all the information you're getting from your customers. So when customers are contacting you on social media or via email, they're actually providing you with a lot of data and a lot of information. They're letting you know about areas of your business that are potentially not working, whether that means that there's not enough information on your website, whether that means that your shipping policy or term policy isn't working for them, or. Or maybe there's something wrong with some of your products. So try to take that information and understand and just take a look at whatever area of your business and maybe it's actually an opportunity for you to grow and learn and improve there. So what are things that you should be thinking about? You want to obviously think about products that maybe are problematic. So data that you can look at for this is obviously high return rates, products that you're experiencing ready low margins on because of returns, or products that are getting recurring bad reviews, whether that's on that lovely testimonial that we showed you, or whether that's in just comments on social media or feedback that you're getting from your customers. So, you know, this is really telling you that maybe that there's something wrong with this product. So I would recommend either discontinuing the product or really going and doing some research on what you can do to improve that product. To avoid these issues occurring in the future, the next thing that you want to be looking at is channels. So you're bringing customers or potential shoppers from many different places. You have SEO bringing traffic to your site. You're maybe doing paid advertising on different social media channels or marketplaces. You have your own social channels. Maybe you're sending emails out to your customer base, maybe you're working with an influencer or an affiliate. Go and look at where your traffic is coming from and then look at if certain channels have higher return rates than others or lower margins than others due to returns. And that's an indication for you that maybe you're not reaching the right shoppers for your product. Right? You're bringing people who are buying the product, but then finding that it's not working for them as opposed to people coming from somewhere else. So focus on the channels that are bringing the right shoppers for your products and your brands. And then finally identify problematic coupons. What I actually should be saying to you is identify offers that are not working or discounts that are not working for your business. The way you're going to look at that in the data is by looking at the coupons, right? So you want to go and see if you've given out offers or discounts or coupons essentially to your customers, how those are performing for you. So again, if you see that certain coupons are ultimately leading to low average order values or high refund rates, go and evaluate what's going wrong. There is the offer, not the right offer. Are you making the offer to the wrong channels? Take a look and see what you can do to improve. So with that I'll hand over to Assaf to walk you through his analytics for his site.

Thanks Yat. One point here in terms of the channels, not only the marketing channels, but as you expand into more sales channels, meaning connecting into marketplaces and social media and selling directly there, you should be very aware what are the refund and return rates on that specific platform. So obviously when you sell on Amazon, know that Amazon will always rule in favor of the shopper. So just be minded, what are the return rates that you can expect there and refund rates and act accordingly. It doesn't mean that it's not worth it, but you should definitely be aware of it as you expand into more and more sales channel. Cool. So back to our dashboard, we made some mock up sales as well here. And in order to get to the reports from the main menu and the dashboard, you will have analytics and reports. Click on reports and you'll have a bunch of them that are preset. There's also a possibility to customize them. So for example, if we go into sales by coupon, you can go into the bar chart or into the table. I'll click on the table, but you can again, you can change it here. And let's see which of the coupons work well for the business. I'll expand the the timeline for a year, give the data a minute to upload. There are some, you know, good firewalls that will help us see what's happening. And so here we look at the coupon name code, average order value, what was the discount, and obviously the total amount of orders. This is out of the box. However, when you click here on the columns, you can really add some cool stuff. So, so for example, if we're talking about refunds, let's add the refunds to the table. Drag the zoom widget obviously to the other side and. One second. Let's clear cash and refresh. Give it a second. And again, what we're after is something that is consistently off and you can see here the refunds. So for, for the sake of this argument, you would see that one coupon does not perform well and provides you a lot of refunds or diminished average order value. There's plenty of things to look at, and the more sales that you have, the more insights you can do by trying to filter them and seeing which one pops out. If something is terribly off, it'll be easier to see as you grow at scale and have more people working on it. Set up some time to go over the data. Do it at least once every week so you get better at it and your employees do as well and are able to get more insights and help you not only sell more, but become more profitable. Any other reports you wanted to see, Liat?

No, I actually have a bunch of questions, so I'll just add there. Asaf, could you show maybe the list of all the reports? So you have many different sales reports, traffic reports, customer reports here. If you're not familiar with them yet, please go and have a look at them. This is invaluable data for your business. You can play around with them, you can customize them. It'll help you to understand more about what's happening on your business. We do have an upcoming workshop specifically on our report, so we'll go into a lot of details for you guys there. And in the meantime, our team will share links in the chat about some additional information that you have there. If you stop the share for a sec, we can have a little chat here because I got a bunch of questions from the team, so I think we can do some Q and A here. So let's go through. First of all we're having a question about return policies and privacy information terms. So do you have samples of those? So I think we do. I know that we actually have a course that also lets you know how to set them up and add them to your website so the team can share some links with you there about where you can find more information about that. I have a great marketing question for you and now I'm asking the marketer. So I warn you in a zant that we're biased. Does having and operating an account in all social media like Facebook, Twitter, Instagram and others really work in generating traffic to your website?

The short answer is yes and the longer answer is you don't have to be on all of them. You definitely want to have social media presence, but it doesn't mean you have to be there in all channels. You have to find the right ones that are right for your product, for your audience and for what you can handle and create content for. When we speak about social media, it doesn't, you know, you don't just switch it on. Switching it on is probably the easiest thing you'll do in your social media. You then have to create content for it. You have to engage with the users, which is what this entire session was all about. You'll get their good reviews, probably get a lot of bad reviews. And just because those are the noisier one, it doesn't mean that you know, in terms of your business you're doing back. It just means that you draw more people. And as you draw more people, you have more people saying stuff about you. And the loudest people will either say great things or the worst things, the ones in the middle, which will consist the majority of your shoppers base, they will remain quiet on most times and it's on you to try to get them speak up and leave reviews. One more thing to take into account on social media. And I said it, I touched on it. Not every channel is worth your time and effort. So make sure that after you've run a while and have enough followers and revisit it and see if it's worth the time, it's worth the effort and if it is, you can always double down, bring down, bring some agency to help you out with it. Agencies do wonders with social media and have a lot of experience, have done a lot of it for other so I hope this little speech helps answering this question.

Yeah, I think so. I think that like you're giving a great answer there. The stuff that I typically say and I really love there is one definitely know your audience and then know which channels they use. Right. So I always ask people like and talk to your customers. Ask them or potential customers, you know who it is that you think you want to be selling to. Are you on Facebook? Do you shop on Amazon? Do you read newsletters? Like, you need to know where your potential customers are and then choose those channels to start with. I'll also say I think like selling online and e commerce is constant optimizing and learning and a channel that might work really great for you today might not work for you a few months from now. So it's something that you continually need to be aware of and look at and decide where you want to invest. Like Asaf said, both your time and your money. Because at the end of the day, all channels take a lot of effort. They don't just work by themselves. So you want to make sure that you're investing in the right ones. So if you're just starting out, no, please don't open all of them. Choose a few, put in the time and the work and when you're ready to expand to others, then go ahead and do that. Keep going back to the data. We're definitely fans of that. Okay, let me see. I think we have some more customers for usaf. Here's one for you. How do you let your customers know that turnaround time is taking longer than expected?

It's a great question. It is going to happen for sure during the holidays. I think the best way is to pick up the phone and try to get on a conversation with them. They will appreciate your effort. Explain to them why is this happening and make sure if you, if you did put it on the website and it's still taking too long or longer than that and just be honest and say whatever happened, be ready if they're not happy with the answer. And so it's probably best to think in advance and maybe even war room this with a couple of your colleagues or friends, family, employees, somebody just practice it before you jump on the first call. And like with everything in E commerce, once you do it a couple of times, you're much better prepared to handle the coming ones. And it's like you said, put the quote that you bought in, if you're honest and invest the Time in shoppers. They will appreciate it no matter what happens.

I totally agree. So I think on this one Saf made a great point. If the issue is with one specific customer, then reach out to them. If you have a phone number, call sms, send them an email, like however you can get hold of them. And if this is like a crux customer issue, you need to do both. You need to like still do the direct communications but go ahead and put up messages on your website, on your social channels so that people who are unhappy and coming to look for answers. Get that answer straight away and understand that there might be some delays and let me see if there are any others. Oh, there you go. This one I think we did last week. But I'll ask you again, is there any feature for promotions with a timer, I guess to let people know when that's coming to an end?

Yes, there is. In essence it's very good for the sales. I wouldn't put it, I mean be selective when you use it. You don't want shoppers to feel they're always being strongly pushed into making a purchase with a hard deadline. It's smart to put it for example for the last 12 hours of a sale. If it's like a 48 hour sale and again like with everything, don't overdo it because it will lose the how effective it is. I think timers are super effective at certain, at certain points in time and be smart in using them yet. Maybe we'll in one of the next workshops we'll just show them how to do it.

Yeah, we can definitely demo it. I think last week we mentioned it's an app in the app market. So you add that in. Sorry, there is a fly that is on me here so I'm not doing a weird dance, I'm just trying to move it. So there's an app in the app market from the editor. You can add it to your website. That's the way that you get it on there. And I think it's a great idea that we just demo that in one of our upcoming sessions. I'm going to go back to the deck here. We did our Q and A section so I want to leave you with some words of wisdom from our team here. But I think it's just the entire spurt of what we've spoken about today is that try to see a bad review or a customer complaint as an opportunity to learn and improve. Go and take a look at what went wrong. Of course, be in touch with your customer, try to make it right. By them, let them know that you care and ultimately your business will grow and thrive from these issues. You'll learn where to improve, you'll get better, your products will get better and in the end you'll just earn happy, loyal customers that trust you and are excited to keep buying your products over and over again. So I do want to remind you guys about some important resources that we have for you. You can go ahead and enjoy and join our WIX E Commerce community. There's a link on our website for that or you can go straight to our Facebook group. You have the links here. The team will share them in the chat. We remind you that we have our 2020 holiday season action plan. There's a great downloadable guide there for you to use if you haven' taken advantage of that. And also remind you that all of our sessions are recorded and available in the WIX E Commerce school. So thank you all for joining us today. Thank you Assaf. And we'll see you at the next workshop.