Guide More Shoppers to Checkout with Conversation-Led AI
TL;DR:
- Shopping Assistant is your new AI sales closer. It jumps in when shoppers hesitate, delivering real-time, personalized support that drives conversions.
- It boosts revenue by acting like your best salesperson. It knows when to recommend, upsell, or offer a discount, without being pushy.
- It remembers what shoppers do mid-session. That means smarter conversations, better suggestions, and bigger order values.
- It’s already delivering results. Brands using Shopping Assistant are seeing 62% more conversions, 10% higher AOV, and 5x ROI.
- You control the strategy. Customize how it promotes discounts, when it steps in, and how it speaks.
What’s the common factor between shoppers debating between products and considering a splurge? Hesitation.
Today’s shoppers are overwhelmed with choices. They don’t want to be left to figure things out on their own. They want guidance.
But most brands are missing that crucial piece of the puzzle. They lack a strategy that accompanies shoppers on their journey. A tool that encourages shoppers to proceed to checkout. And, ultimately, a customer experience devoid of a sales approach.
That’s why we built Shopping Assistant, an AI Agent that proactively engages browsers, offers context-aware product recommendations, and turns hesitation into conversions in real time.
And it’s working. Brands using Shopping Assistant are seeing a 62% uplift in conversion, 10% higher average order value, and 5x ROI.
Here’s a closer look at what’s behind the magic.
AI-powered shopping, built for sales
Most traditional chatbots passively wait for questions and deliver answers that aren’t personalized to each shopper's preferences.
Unlike these bots, Shopping Assistant reads real-time signals like pages viewed, cart contents, and conversation tone. This results in a solution that not only offers support but also offers personalized, proactive selling. This enables Shopping Assistant to continuously refine and adjust its playbook, evolving with each shopper as their journey matures.
Here’s how Shopping Assistant engages with customers across the shopping journey:
- Discovery: Gathers preferences and educates.
- Interested: Makes targeted product suggestions.
- Ready to Buy: Assists with checkout, nudges purchases with discounts.
Take this example below. When a customer vaguely asks “how to make up,” Shopping Assistant interprets it as a sign of interest in makeup products and recommends a starter kit.
Personalization that understands you
Where traditional bots reset with every message, Shopping Assistant does the opposite. It has built-in context-aware intelligence that remembers what shoppers have clicked, viewed, and added to their cart during a session.
This enables natural, relevant, and persuasive conversations that truly resonate with each shopper. It goes beyond reading messages and observes behavior to adapt its responses.
That means it knows if someone has:
- Viewed three red lipsticks but didn’t add to cart
- Repeatedly checked sizing info for the same dress
- Added two serums to their cart after browsing dry skin FAQs
With plenty of context to work with, Shopping Assistant is not only smarter but also more profitable than the average chatbot. It drives more conversions with product recommendations and lifts average order value with timely upsells based on what’s been added to the cart or viewed.
Here’s what it looks like in action: When a customer engages through a product page, Shopping Assistant recommends a matching outfit, suggesting it’s aware of alternate product variants and the customer's likely interest in that style.
Dynamic discounts that convert without undercutting
Promotions are powerful, but they’re not one-size-fits-all.
With Shopping Assistant, merchants can define their discount strategy to align with their brand. These strategies can range from offering no deals to using aggressive promotions.
Once the strategy is set, Shopping Assistant waits for hesitation and customer intent to trigger a discount, firing it at the most conversion-worthy moment.
Proactive engagement in 3 ways
Shopping Assistant initiates conversations. It’s built to engage shoppers, spotting when they linger or show signs of confusion, stepping in with timely, personalized help.
Every second counts in ecommerce. If a shopper pauses on a product page or is left scrolling through an endless search results page, Shopping Assistant detects it in real-time and reaches out with a relevant prompt like:
- “Need help picking the right shade?”
- “Want to know our return policy before you buy?”
Here’s how Shopping Assistant reduces drop-off, builds confidence, and drives faster decision-making in three different ways.
1. Suggested product questions
Shopping Assistant automatically triggers commonly asked questions depending on the product currently being viewed. In one click, shoppers can get the answer to the question they’re curious about. This combats hesitation caused by a lack of information, resulting in more confident conversions.
2. Ask Anything Input
When shoppers land on the homepage, it’s easy to become overwhelmed and not know where to navigate. The Ask Anything Input provides an easy way to start a conversation with Shopping Assistant and get the guidance they need.
Shopping Assistant can refine its response to the customer based on the page context. For example, when the customer is on a product page, Shopping Assistant knows exactly what product is being asked about.
3. Trigger on Search
Shopping Assistant can step in to offer pinpointed help based on a shopper’s search query. Instead of scrolling through a results page, Shopping Assistant triggers a message based on what the shopper entered, offering an easier and faster way to find what they need.
Smart recommendations and relevant upsells
Shopping Assistant’s suggestions are rooted in real context: what the shopper has viewed, added to cart, or asked about. Whether they’re exploring a specific product line or revisiting a category they’ve shown interest in, Shopping Assistant delivers relevant upsells and complementary items that make sense for the customer.
This personalized approach to upselling increases cart size without feeling forced—it’s smart, seamless, and sales-driven.
Shopping Assistant can even turn vague product questions into upsell opportunities. By asking questions, it learns more about an individual to come up with recommendations that best fit their preferences.
Try Shopping Assistant today
Shopping Assistant is transforming the way shoppers engage and helping ecommerce brands sell more effectively. Through smarter conversations and real-time personalization, it turns every interaction into an opportunity to convert, build trust, and drive revenue.
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TL;DR:
- Don't just turn it on, coach it. Treating your AI Agent like a team member, not a plug-and-play tool, is what makes it truly helpful and memorable.
- One owner and one hour a week is enough to make a big impact. SuitShop’s Katy Eriks runs QA and training solo, using a repeatable system to log feedback and improve performance weekly.
- Don't forget to pause and evaluate. SuitShop temporarily turned off AI to improve their help content, making automation far more effective when it came back online.
- Let your best human agents guide your AI. Katie studied her top-performing teammate's tickets to teach AI the best responses and macros.
- Brand voice matters as much as accuracy. SuitShop's AI Agent "Max" is trained to sound warm, helpful, and on-brand. Customers even thank it by name.
The most coachable team member on your support team might not be human.
Brands that want to keep up with rising customer expectations are turning to AI to help meet demand. But as SuitShop’s Director of Customer Experience, Katie Eriks, will tell you, great results don’t come from flipping a switch.
They come from coaching.
Since implementing Gorgias AI Agent, SuitShop has reached a 30% automation rate, all while maintaining a lean CX team and giving every customer the tailored experience they expect (literally and figuratively).
“I consider myself its boss,” said Katie, who runs the entire coaching process solo. With under an hour of weekly maintenance now, SuitShop’s AI Agent runs efficiently, accurately, and on-brand.
Katie spoke at Gorgias Connect 2025 to share exactly how she got there. You can watch her full session below:
The case for coaching your AI Agent
When brands think about automation, they often imagine flipping a switch and watching repetitive tasks vanish. But in practice, it’s not that simple, at least not if you care about customer experience.
Gorgias encourages brands to treat their AI Agent like a junior teammate — someone you onboard, train, observe, and coach over time.
Brands that do this well are already seeing massive gains:
- 60%+ of customer conversations fully automated
- First response times under 30 seconds
- Consistent CSAT scores of 4.5 and above
- Major cost savings during high-volume seasons
For SuitShop, automation was about creating space for their small team to focus on specialized service. Space to scale without scaling headcount. And space to do it all without losing their voice.
Step-by-step: SuitShop’s AI coaching workflow
Katie and her team had been longtime Gorgias users, but when they turned on AI Agent in August 2023, the results were unremarkable. The responses weren’t inaccurate, but they weren’t helpful enough either.
What Katie learned was to “Be hands-on early. Use downtime to train. And never stop refining.”
So she got to work, not by replacing the tool, but by going deeper into it. Here are her coaching tips:
One owner, one hour a week
Katie made herself the sole point of contact for training and QA. That might sound like a lot, but over time, it became a light lift.
“At this point, it’s definitely less than one hour per week,” she said. “In the beginning, it was more time-consuming because I needed to create help center articles and Guidance regularly. Now I’ve got it down to a pretty quick thumbs-up, thumbs-down kind of process.”
Katie uses Monday mornings to review AI Agent tickets from over the weekend, when fewer human agents are available and AI takes the lead.
Read more: Why your strategy needs customer service quality assurance
Pause and perfect before scaling
Unlike many retail brands, SuitShop’s busiest time isn’t the holiday rush — it’s wedding season in the summer and fall. So when things quieted down in December, Katie used that time strategically.
She temporarily turned off the AI Agent to regroup.
“I decided to turn it off and really beef up our Help Center,” she explained. “I went back to the tickets I had to answer myself, checked what people were searching in the Help Center, and filled in the gaps.”
She built out content with a mix of blog knowledge, internal macros, and ChatGPT. Once she felt confident the content base was solid, she turned AI back on.
Read more: How to optimize your Help Center for AI Agent
Use data to guide your coaching plan
Once SuitShop’s foundational content was in place, Katie didn’t just sit back and hope for the best. Instead, she built a repeatable feedback loop grounded in data — one that helped her spot opportunities for improvement before they became issues.
Rather than combing through tickets at random, Katie created custom views inside Gorgias to zero in on the most impactful coaching moments:
- Low CSAT tickets: Any conversation that ended with a customer satisfaction score below expectations got flagged. These were clear indicators that something about the tone, accuracy, or clarity of the AI response had fallen short.
- High handover rates: Katie looked at the tickets AI Agent was regularly handing off to humans. Many of these were actually answerable. The handover just meant that guidance was missing, miscategorized, or too vague.
- Agent-tagged tickets: To make this scalable, Katie empowered her team to flag any strange or impressive responses from the AI. By using a tag like AI_agent_feedback, team members could drop tickets into a coaching queue without needing to write a full explanation.
To keep all of this actionable, Katie logs insights in a shared spreadsheet that functions as a live to-do list. Every row includes:
- A link to the ticket
- A summary of the issue
- The resolution (e.g., new Guidance or macro needed)
- A status tracker (not started / in progress / completed)
- A link to the resource she created in response
These insights are also available in Gorgias’s dashboard, where you can identify the top issues customers had.
“Sometimes I do it all in the moment. Other times I’ll log it and come back later when I can take the time to do it right.”
By combining frontline feedback with structured ticket views, Katie turned scattered QA into a consistent coaching system — one that ensures SuitShop’s AI Agent keeps getting smarter every week.
Learn from your human agents
One of Katie’s most effective strategies comes from her own team.
Like many CX leads, she noticed that some agents consistently resolved tickets in a single touch. That pattern, Katie realized, wasn’t just a win for customers, it was a roadmap for an AI-driven support strategy.
Her teammate Tacy quickly became her go-to signal for what the AI Agent needed to learn next.
“I pull her tickets often to see what she’s responded with. It helps AI learn from her directly.”
By reviewing Tacy’s ticket history, Katie identified standard replies that didn’t yet exist as macros or Guidance. If Tacy was writing the same sentence repeatedly or copy-pasting a reply manually, that meant it could (and should) be taught to the AI Agent.
She also tracked Tacy’s macro usage rate. If Tacy frequently used a macro for a certain issue, but other agents weren’t, it flagged an opportunity to standardize responses across the team and the AI.
The key insight? If it only takes one touch for a human to answer, the AI can be trained to do it too.
These small efficiency wins added up quickly, especially during peak season, when the ability to automate just a few extra conversations per day created meaningful breathing room for the rest of the team.
Related: How to automate half of your CX tasks
Make your AI sound human (and on-brand)
Automation without brand voice feels robotic. Katie made sure SuitShop’s AI Agent sounded like a natural extension of the team, and that started with a name: Max.
“We get replies like, ‘Thanks Max!’ from customers who think it’s a real person.”
Using AI Agent’s tone of voice settings, Katie went deep on personalization. She customized everything from sentence structure and greeting format to whether or not emojis and exclamation marks should be used (they shouldn’t, in SuitShop’s case).
Her AI Agent instructions include clear direction on:
- Tone: Warm, empathetic, clear, especially with high-stress wedding-related issues
- Structure: Shorter responses for chat, slightly more detailed for email
- Dos and Don’ts: Specific words or phrases to use or avoid, pulled from real team responses
- First/last name use: Always first name only, to keep things friendly but respectful
Katie also made sure she instructed AI Agent to acknowledge customer emotions — especially frustration — and to offer reassurance when things went wrong.
And because AI responses are written at lightning speed, she regularly reviewed messages to ensure they didn’t come off as cold or abrupt, especially in sensitive situations like delayed wedding orders or size issues close to the event date.
Live coaching: What it looks like in practice
In the workshop, Katie walked through two real support tickets where AI missed the mark and how she used those moments to improve.
In one case, a customer asked a common question: “The navy suit I’m looking at says ‘unfinished pant hem.’ Will the pants need to be hemmed?”
Despite having help articles and macros explaining this exact issue, AI Agent responded: “I don’t have the information to answer your question.”
That was a red flag.
Katie immediately stepped in to coach the agent by:
- Applying the correct existing resources
- Writing an ideal sample reply as an internal note
- Checking tone, empathy, and phrasing
- Testing the fix by pasting the same question into the test environment
“I like to write a short internal note, so if I see that ticket again, I know exactly how I coached it.”
In another case, AI Agent was incorrectly handing off a sizing question about jacket sleeve length. Katie realized that a previous broad handover topic ("sizing and fit questions") was causing confusion by flagging issues that the AI should have been able to handle.
So she deleted the handover topic and replaced it with a clear guidance article — complete with example questions, macros, and links to sizing resources.
“Once I added specific questions in quotes, it made a huge difference.”
What's next: AI tools that help you scale faster
SuitShop didn’t automate 100% of CX — but that’s not the point. At 30% automation (and growing), Katie gives her team more time to specialize, connect, and handle urgent or emotional conversations with care.
Here’s what Gorgias offers to help as well:
- Optimized intent dashboards: These show the most common topics customers ask about, the AI’s performance on those topics, and how much opportunity there is to increase automation.
- Auto-generated knowledge: Based on your macros, Help Center, and even Shopify data, Gorgias can now draft suggested guidance for your review, making it faster to train your AI Agent without starting from scratch.
- Auto QA: This tool scores every AI (and human) response based on resolution, accuracy, communication, and tone. It gives you full visibility across your team and automations, without needing to review each ticket manually.
Whether you’re just getting started or trying to move beyond basic automation, Katie’s approach proves that coached AI outperforms out-of-the-box tools every time.
Want to coach your AI Agent like SuitShop? Book a demo to see how Gorgias can help you scale smarter.
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TL;DR:
- Subscribers drive 3x more value than one-time buyers. Subscriptions create ongoing relationships that build loyalty and increase lifetime value.
- Make subscription opt-ins easy and appealing. Use tools like default subscription settings, upsell widgets, and A/B testing to encourage conversions at every step of the journey.
- Retain subscribers by treating key drop-off points as recovery moments. Use win-back campaigns, payment recovery, and personalized support to reduce churn.
- Meet customers where they are with AI-powered tools. Solutions like Gorgias Shopping Assistant and Recharge Concierge SMS provide real-time, contextual support and subscription management.
Vanessa Lopez, VP of Customer Experience at Recharge, recently led a workshop that outlined how brands can transform one-off interactions into rich subscription journeys that increase opt-ins, reduce churn rate, and boost lifetime value (LTV).
Here’s what we learned.
What are the different subscription types?
There are many different ways that you can offer subscriptions. Here’s a rundown of the most common.
Subscribe and save
The most common subscription type is “Subscribe and save.” Instead of making a one-time purchase, customers subscribe to a product and receive it on a different cadence, whether that's weekly, bi-weekly, monthly, or quarterly.
For example, Apothékary offers a Subscribe and Save option for its herbal remedies where shoppers get a discounted rate if they subscribe every one, two, or three months.
Subscription boxes
Subscription boxes ship to customers monthly. Shoppers subscribe over a course of time, like every quarter, six months, or year. For example, CrunchLabs offers a prepaid Build Box option for kids and adults who want to tinker like engineers.
Meal kits
Meal kits are weekly food delivery services that either include pre-packaged ingredients to cook a dish or fully cooked dishes.
Surprise and delight
For brands that are selling higher-cost or unique items, subscriptions to purchase the same product over and over might not be the best way to gain subscribers.
The better option is a curated box, also known as a "subscribe and delight" or “mystery” box. It’s a unique way to cater to customers who prefer trying out different products, rather than receiving the same product on a recurring basis.
For example, premium snack box brand Bokksu specializes in shipping Japanese snacks. Rather than packing the same treats each month, the brand curates different items with every package. This creates both excitement and differentiation each time a customer gets a delivery.
How to drive revenue growth with subscriptions
- Turn interactions into journeys
- Create multiple touchpoints for conversion
- Retain subscribers over time
- Meet customers where they are
- Approach AI as a solution-driver
Subscriptions are the original relationship between a brand and its customer. In fact, subscribers drive three times more value than the one-time buyer. That's because a one-time purchase is really just that—a moment in time—while subscriptions are a journey.
“When you have a customer and they subscribe, you get to see that moment they fell in love with your brand,” says Vanessa. “You get to see when they have those moments where they made you a part of their routine. Every time they engage with you and purchase something new, you learn their rhythms. You learn their preferences. It's impossible to do that with one-time buyers for the most part.”
Subscribers drive three times more value than the one-time buyer, and that's because a one-time purchase is really just that—a moment in time—while subscriptions are a journey.
1) Turn interactions into journeys
Subscribers can only drive growth if you can get those customers to subscribe in the first place. This is what Recharge does: it takes customer interactions and turns them into a customer journey, allowing you to act on those signals in a personal way at scale.
It all starts the moment a shopper browses a product. Each touchpoint is an opportunity to turn that shopper into a subscriber—from the product description page to the subscription widget to checkout.
Vanessa’s tip? Make subscriptions the default option on a product description page. When you present customers with the better and more convenient option, and they see this information at the right time, they're more likely to subscribe.
Put it into practice 💡
Now, it’s time to test. Here's a checklist you can follow to A/B test your subscription journey:
- Test the small details, like button styles, CTA copy, subscribe and save benefits, and their positions on the page.
- Compare different value propositions and discounts.
- Analyze the difference in opt-in and subscriber rates and product performance, and keep iterating.
When customers see the right information at the right time, they're more likely to subscribe. That's because it's the better and the more convenient option.
2) Create multiple touchpoints for conversion
Let's say you have a customer who starts on a product description page. They decide not to subscribe—no worries. You can catch them in the cart.
When they add a product to their cart, you can upsell them with different subscription benefits so they know what they're missing out on. Do it again when they review their cart, and then again when they go to checkout, showing them complementary products that they might be interested in.
And don’t forget to take advantage of that post-purchase "your order is confirmed" high—offer customers cross-sell products, complementary products to their order, or similar items to what they've purchased in the past.
By creating multiple touchpoints for conversion, you’ll increase the possibility that they’ll make a purchase.
Put it into practice 💡
Set up automations in the subscription tool –– like Recharge –– you use. That means adding on upsell and cross-sell tools, and perfecting the times they trigger for customers. Test out different copy and cross-sell/upsell offers to see what resonates the most.
3) Retain subscribers over time
Just as important as acquiring customers is keeping them around.
The Recharge team names three core customer moments that might actually diverge from what brands expect to happen in the customer journey:
- When a payment fails
- When a customer cancels their subscription
- When a customer skips—and keeps on skipping
And while they might seem like hiccups in the process, these moments are actually hero moments. They’re moments that give you the opportunity to actually win those customers back.
Put it into practice 💡
- Prevent cancellations by addressing individual customer concerns at scale with a help desk like Gorgias.
- Set up win-back campaigns. Recharge found that these types of campaigns can convert up to 35% of subscribers by giving them a compelling personalized offer and a straightforward reactivation.
- Recover failed payments to ensure small issues –– like billing and shipping address inconsistencies –– don’t get in the way of your sales.
- Connect all of your customer touchpoints with rewards and referral products.
4) Meet customers where they are
For browsing shoppers, educational and informational resources are the best way to meet their needs, hesitations, and objections.
For regular subscribers, it’s providing them with direct control over their subscription, whenever they want.
The goal is to reach customers where they already are and respond instantly to their needs in a personalized way.
Gorgias’s Shopping Assistant does exactly that—meeting customers where they are by answering customer questions and even initiating conversations based on browsing activity.
This AI sales tool detects a shopper's intent, cart contents, and browsing behavior to initiate conversations, recommend products, and even send discounts as they make a decision.
Modern bidet brand TUSHY saw a 20% increase in chat conversion rate after implementing the tool.
Put it into practice 💡
Decide how you’d like to leverage AI and automation to meet customers where they are. That might be by providing a phone number that customers can interact with via SMS, or implementing a tool like Shopping Assistant to strike up conversational AI chats. Using AI and automation will help you better meet your customers where they are and at scale.
5) Approach AI as a solution-driver
Rather than using AI to come up with problems your brand can solve, Vanessa recommends looking at the challenges your brand has already seen with subscriptions.
The key is to view AI as a tool that drives three core areas:
- Scaling your business without adding headcount
- Reducing churn
- Increasing how much customers spend with you over their lifetime
Vanessa says the most effective strategy starts with leveraging AI-powered tools, such as Recharge’s Concierge SMS.
Typically, SMS tools use template auto responses like, "How do you want to manage your subscription? Type one to cancel, type two to skip." But these aren’t compelling enough for customers to respond. What if they want to do something that doesn't fit in those two options?
Concierge SMS enables brands to build stronger relationships with their customers through conversations powered by pre-trained AI. It personalizes SMS support with customers, so relationships can expand into loyalty.
Put it into practice 💡
Implement an AI-driven subscription management tool that allows customers to interact and ask questions via SMS, rather than only being able to confirm or deny upcoming shipments.
Grow your brand sustainably
Gorgias and Recharge are a powerful combination when it comes to integrating subscription management with top-notch customer support.
With Recharge, efficiently convert one-time buyers into subscribers, retain subscribers through intelligent interventions, and connect every customer touchpoint into one cohesive journey.
With Gorgias, sell more and resolve support inquiries with conversational AI.
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How Do You Build a Support Sales Flywheel? Lessons from 4 Experts
Every Successful Marketing Campaign Starts with a Customer Question
TL;DR:
- Start with your CX team—they know what customers are asking. Their insights reveal what’s confusing, what’s converting, and what’s causing returns before marketing ever gets involved.
- Turn pre-sale questions into better messaging. Use common support queries to improve landing pages, product descriptions, and emails so customers feel confident enough to convert.
- Your best-performing products aren’t always the most hyped. Let real customer comments guide your messaging by identifying what people rave about in chats and reviews.
- Customer confusion and returns usually stem from messaging gaps. Fix product pages, policies, and descriptions to better reflect what people need to know upfront.
Your CX team talks to customers every day. They know what’s confusing, driving purchases, and causing returns, because they hear it firsthand.
But all too often, those insights stay siloed in support tickets and live chat transcripts instead of informing the campaigns that shape the customer journey.
This post is here to change that. We’re breaking down the most valuable questions marketing teams should be asking their CX counterparts. When marketing and CX work together, you get more relevant messaging, smarter product positioning, and campaigns that convert.
Whether you’re planning a big seasonal push or just want to improve product education, this is where to start.
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1. What do customers ask about before buying?
Your CX team knows what makes shoppers hesitate. They’re the ones fielding questions like: Does this come in a larger size? Is it final sale? Will it arrive in time?
Beyond being pre-sale inquiries, they’re signals. They reveal what your customers care about most, and where your messaging may be falling short. When marketing teams tune into this, they can proactively address objections in landing pages, product detail pages (PDPs), emails, and top-of-funnel content.
At luxury jewelry store Jaxxon, Director of Customer Experience Caela Castillo saw firsthand how important it is to address these questions early.
“Chat used to be a support tool for repetitive questions and problem-solving, but now AI Agent takes care of that for us,” she said. Once those friction points were handled upfront, the CX team could focus on more meaningful conversations, and conversions improved.
And when AI recommended the wrong products? Conversions dropped. It was a clear signal that relevance matters, especially before the sale.
Ask your CX team:
“What do customers most often need to know before they buy, and how can we answer that earlier in the journey?”
2. What product do customers rave about—and why?
Your best-selling product isn’t always your hero product. Sometimes, it’s that under-the-radar item that customers can’t stop talking about. The one that shows up again and again in reviews, chats, and post-purchase surveys.
The insight is gold for marketers. The key is to find out why people love it. Is it the fit? The feel? The results?
At online fashion brand, Princess Polly, Alexandria shared that her team expected Gen Z shoppers to lean on AI for recs, but what really influenced them was customer feedback. Reviews, not bots, built trust. That’s why campaigns built around real customer language and experiences often outperform the most polished product copy.
Shopping Assistant can turn those rave reviews into real-time action. It highlights top products using your Shopify product catalog to make personalized recommendations, proactively assists shoppers by using behavior signals, and even offers tailored discounts when they’re ready to convert. That means less guesswork, greater relevance, and an easier path to purchase.
Ask your CX team:
“Which product do customers rave about most, and what exactly are they saying?”
3. What product causes the most complaints?
When customers are frustrated, it’s easy to blame the product. But in many cases, the issue isn’t quality, it’s communication.
At Shinesty, a men’s underwear brand, Molly Kerrigan, Senior Director of Retention, observed that high return rates often stemmed from unmet customer expectations.
She noted the importance of maintaining clear and consistent communication as the company grows, “We get a lot of praise from our customers, and they talk highly of our CX team after 1:1 interactions. We can’t lose that as we scale.”
Molly notes that using Gorgias AI Agent enables Shinesty’s customers to receive quick answers, freeing her team's time for more complex or sensitive issues.
Similarly, Princess Polly saw that delivering a standout customer experience meant being fast, consistent, and helpful at every stage. After switching to Gorgias, their support performance improved dramatically:
- 80% decrease in resolution time
- 95% decrease in first response time
- 40% increase in efficiency
Before changing the product, try updating the messaging. Use insights from CX to rewrite descriptions, add size guides, include user-generated content, or even build a quick-fit quiz. Small tweaks help set clearer expectations and reduce unnecessary returns.
Ask your CX team:
“Which products are driving the most complaints, and what do customers wish they knew before buying?”
4. What confuses customers the most?
Confusion is a conversion killer. If a customer isn’t sure about how something works, what’s included, or whether it’s right for them, they’re more likely to bounce.
That’s why it pays to ask your CX team where customers get stuck. Is it a product feature that needs more context? A vague store policy? A missing detail on a bundle?
The good news is that most confusion is fixable. Start with the following steps:
- Simplify your product pages
- Add quick-hit FAQs to your emails
- Use plain language and real examples
If you’re using Shopping Assistant, you can go even further. It can detect when shoppers are hesitant and provides real-time nudges. Like an assistant who knows all your needs, Shopping Assistant automatically surfaces the questions customers are likely to ask when evaluating a product, so they’re equipped with the clarity they need to proceed to checkout.
TUSHY, a modern bidet brand, faced similar challenges. As bidets aren't mainstream in North America, shoppers often had concerns about product compatibility and installation. They’d ask questions like:
- Will a bidet fit my toilet?
- Is installation complicated?
- Which bidet is right for me?
Without immediate answers, many potential buyers would abandon their purchase. To address this, TUSHY implemented Shopping Assistant, providing instant support. Taking this approach resulted in an 81% higher chat conversion rate compared to human agents and a 13x return on investment.
“The Shopping Assistant has been a game-changer for our team, especially with the launch of our latest bidet models. Expanding our product catalog has given customers more choices than ever, which can overwhelm first-time buyers. Now, they’re increasingly looking to us for guidance on finding the right fit for their home and personal hygiene needs,” said Ren Fuller-Wasserman, Sr. Director of Customer Experience at TUSHY.
Ask your CX team:
“Where do customers get confused most often—and how can we clear that up sooner?”
5. Which products are frequently bought together?
Your CX team picks up on patterns that analytics sometimes miss. They hear which items customers ask about in the same chat, which products get added to carts together, and which pairings people reorder time and time again.
That intel is a goldmine for bundling and upselling. It helps you build smarter campaigns that feel relevant and drive real value.
Zoe Kahn, owner of Inevitable Agency and former VP of Retention and CX at Audien Hearing, emphasizes the importance of using AI to enhance customer interactions.
“A lot of that revenue was potentially missed revenue because these were customers sitting on the site, asking questions about the products, and wanting an answer now so they could purchase…Now, AI can answer those questions immediately and convert those customers.”
With Shopping Assistant, you can act on these insights in real time. It will surface personalized product pairings, bundle suggestions, or accessories based on customer behavior. All before they hit the checkout page.
6. Which products lead to the most returns, and why?
Returns cut into your margins and chip away at trust. Most of the time, they’re not caused by poor-quality products. They happen because expectations weren’t met.
Your CX team already knows which items come back the most and why. Maybe the color doesn’t match the photos. Perhaps the fit runs small, or the product description left out a crucial detail.
Instead of pushing the product harder, reframe how you present it. Add real customer photos. Include fit notes or a sizing chart. Call out anything that might surprise the customer post-purchase. A little clarity upfront goes a long way in reducing returns and boosting retention.
At Pepper, an intimates brand specializing in bras for small-chested bodies, they recognized the importance of pre-sale education. When customers have sizing questions, their AI Agent, Penelope, can provide immediate assistance.
“Penelope takes the information we give her and responds better than a Macro. She tailors it so that it sounds like a natural conversation between two people,” said Gabrielle McWhirter, CX Operations Lead at Pepper.
By proactively providing instant support, Pepper improved customer satisfaction and saw an 18% uplift in average order value.
Ask your CX team:
“Which products get returned the most—and what could we do upfront to change that?”
CX + marketing = smarter campaigns, better results
Before you launch your next campaign, start with a quick sync with your CX lead. They already know what your customers need to hear. You just have to ask.
From fixing messaging gaps to surfacing the right products at the right time, these insights help you connect with customers in personal, timely, and relevant ways.
Tools like Shopping Assistant make it easier than ever to act on this data in real time. You can turn CX knowledge into dynamic recommendations, personalized nudges, and smarter discounts.
Ready to see how you can improve your online shopping experience? Book a demo to see how Gorgias Shopping Assistant engages customers in real-time.
The Hidden Cost of Not Adopting AI in Ecommerce
TL;DR:
- Ecommerce brands not using AI are falling behind, as 77.2% already use it daily to boost efficiency and revenue.
- AI saves time and cuts costs, like Trove Brands saving $23K/month and reducing cancellations by 70%.
- Customers want speed and privacy—AI provides fast, judgment-free answers in sensitive categories.
- AI empowers support teams by handling routine tasks so agents can focus on high-value interactions.
Doing nothing when there’s rapid change happening in an industry is risky business.
Right now, according to our latest report, 2025 Ecommerce Trends, 77.2% of ecommerce professionals are already using AI in their day-to-day work. What happens if you’re part of the 22.8% that isn’t?
Inaction is action—one that’s a quiet drain on revenue, resources, and reputation.
Every minute spent on manual work is a minute your competitors are focusing on higher-value customer interactions, improving CX, testing offers, and scaling campaigns.
And the cost of falling behind is compounding fast. Here’s what you’re losing when you pass on AI.
Time lost = money lost
As support volume grows, so does the cost of inefficiency.
Nearly 80% of CX professionals say AI saves them time. In fact, 83.9% of support leaders using AI in Gorgias say it has made their teams more efficient.
Trove Brands experienced this firsthand:
- They reduced missed cancellations by 70%
- And saved $23,000/month in labor costs by automating repetitive support tasks
If AI can handle 70% of your support tickets, your team finally has the time—and headspace—to focus on the 30% that actually builds trust, drives repeat revenue, and improves the customer experience.
Trust when customers need it most
Hot take: AI isn’t impersonal. Not using it is.
In 2024, nearly one-third of CX leaders worried AI would make interactions feel less human. A year later, that number dropped by half.
Why? Brands started to see that AI wasn’t hurting the customer experience, it was removing friction from it.
For sensitive or personal products—think wellness supplements, intimate gifts, or anything a shopper might feel awkward asking about—AI creates space for honesty without judgment. And that can change the outcome entirely.
“Too often, a great interaction is diminished when a customer feels reduced to just another transaction,” said Ren Fuller-Wasserman, Senior Director of Customer Experience at TUSHY. “With AI, we let the tech handle the selling—unabashedly, if needed—so our future customers can ask anything, even the questions they might be too shy to bring up with a human. In the end, everyone wins.”
It’s a powerful point, especially for brands where discretion matters. AI removes that barrier.
You're losing trust if your support experience still makes customers hesitate. For many, that means being able to get an answer without needing to explain themselves first.
Revenue hiding behind unanswered questions
Every unanswered pre-sale question or missed upsell is revenue slipping through your fingers.
Product recommendations alone have the potential to increase revenue by up to 300%, boost conversion rates by 150%, and drive 50% higher AOV. But those results don’t come from hoping customers find what they need. They come from proactively guiding them.
That’s where AI comes in.
With Gorgias AI Agent and automation features, for example, Kirby Allison
- Increased conversions by 23%
- Grew sales from support by 46% in just two months
“Our favorite features are definitely Flows and Article Recommendations. They drive so much automation for us. Shoppers get answers to their questions by themselves—what’s the right size hanger, where is my order, what shoe polish would you recommend, etc,” said Addison Debter, Head of Customer Service.
Flows let Kirby Allison surface up to six commonly asked questions directly in the chat widget. When clicked, each one opens a relevant help article—no agent needed.
Auto responses also allowed the team to handle common inquiries like sizing, shipping, and order tracking before a human ever steps in.
If your support team isn’t set up to handle pre-sale conversations at scale, the cost isn’t just in time. It’s in all the revenue you never realize you’re missing.
A CX team stretched thin
It might sound counterintuitive, but AI gives your team more space to be human.
The myth that AI replaces agents is still floating around in some circles, but the reality inside fast-growing ecommerce teams looks different.
In fact, AI frees up time for your team to focus on what they do best: solving complex problems, building relationships, and creating moments that actually drive loyalty.
SuitShop is a perfect example of this in action. When the team adopted AI Agent, they paired automation with intentional escalation:
“We’re helping customers feel confident during some of the most important moments in their lives—weddings, proms, job interviews, and everything in between. Naturally, my biggest concern with introducing AI was: ‘Will customers feel like they’re getting the same level of care from AI?’ But learning that AI Agent would pull knowledge from our Help Center articles and Macros, which are already written in our brand voice, made me feel more confident,” said Katy Eriks, Director of Customer Experience.
AI was able to handle common pre-sale questions like shipping timelines and product availability, while human agents stepped in for customizations, wedding-specific questions, and tailored styling support.
The goal wasn’t to remove the human element. It was to give their agents the time and context to show up more meaningfully.
The longer you wait, the harder it is to catch up
In just one year, AI adoption among Gorgias users jumped from 69.2% in 2024 to 77.2% in 2025.
Excitement is rising, too: 55.3% of ecommerce professionals now rate their interest in AI as 8–10 out of 10, up from 45.6% the year prior.
AI is no longer in its experimental phase. It’s the standard, baked into everyday workflows across ecommerce.
If you’re still on the sidelines, 2026 is going to feel like a catch-up game.
The good news? You don’t have to overhaul everything to get started.
So while we’re on the topic of speed, let’s walk through how to start implementing AI for your brand.
How to get started with AI
You don’t need to automate everything on day one. The best CX teams start small, pick the right entry points, and give AI the same level of care you’d give a new team member. Here’s how to roll out AI in a way that actually works:
1. Vet your options thoughtfully
When searching for a new AI tool to help you manage CX, look for one that:
- Offers strong tone-of-voice control so your AI doesn’t sound like a chatbot from 2012
- Delivers consistently accurate responses, even as inputs and workflows evolve
- Provides real post-sale support to help your team troubleshoot, train, and scale usage
Price matters, but it shouldn’t be your only filter.
Also, AI should make your team feel more capable. If it feels like a bolt-on or requires constant developer help, it’s going to create friction, not solve it.
2. Make someone own it
The most successful AI implementations all have one thing in common: someone owns it.
“One of our CX Managers spent 30–40 hours a week building and refining AI. That ownership was critical,” said Sarah Azzaoui, VP of Customer Experience at Clove, when she was explaining how her team first got started with AI.
What many people don’t realize is that AI isn’t going to be perfect out of the gate. AI takes real time and intention to build out. Assigning a clear point person—or better, a small squad—ensures someone is tracking performance, making optimizations, and flagging edge cases.
3. Involve your CX team from the start
No one knows your customer conversations better than your support team. They see the full range of questions, tone, friction points, and emotional nuance every day.
Bringing them into the AI rollout early helps you:
- Identify which questions are repetitive and low-stakes
- Flag which issues should always be handled by a human
- Set realistic expectations across the org about what AI should handle vs. what it could handle
This step also builds trust. If your agents feel like AI is something being done with them instead of to them, adoption is smoother and the outcomes are better.
4. Start small with the right topics
One of the biggest mistakes brands make with AI is trying to do too much, too soon. AI rollout should feel like a phased launch, not a switch flip.
Start in a test environment if your platform allows for it. Roll out automation in stages—by topic, channel, or ticket type—and QA every step of the way.
We suggest beginning with high-volume, low-complexity tickets like:
- “Where’s my order?”
- Subscription pauses or cancellations
- Returns and exchanges
- Store policies and FAQs
Platforms like Gorgias offer tools like Auto QA that track whether AI responses hit the right tone, offer accurate answers, and resolve issues effectively. Use those tools to catch gaps early and monitor performance over time.
That slow, deliberate rollout pays off in performance. At Psycho Bunny, AI Agent now automates 30% of customer tickets, with custom messaging that reflects their brand tone and processes.
Once you’re ready to scale, you’ll feel more confident that the simple queries are handled correctly while you start to train the AI on more nuanced questions.
For example, Gorgias’s Guidance feature gives AI access to non-public SOPs so it knows how to respond or when to escalate.
“The Guidance feature is so important,” said Tosha Moyer, Senior Customer Experience Manager at Psycho Bunny. “We have a lot of processes that we definitely don’t want described in a customer-facing article, but we want AI Agent to be able to access that information and manage tickets accordingly.”
5. Prep your knowledge base
Even the best AI platform can’t succeed without solid inputs.
Before you roll out, take a hard look at your help docs and macros:
- Are they accurate?
- Are they clear and consistent in tone?
- Are they tagged so AI can understand when to use them?
Think of this step as training your AI. The stronger your internal content library, the more helpful and brand-aligned your AI will be across every channel.
6. Communicate with customers
Whether you disclose AI usage is up to you, but be intentional.
Some brands choose anonymity for a more seamless experience. Others find that transparency builds trust, especially when something goes wrong.
What matters most is that your approach aligns with your brand tone and customer expectations—and that clear escalation paths are in place if a conversation needs a human.
Research shows that 85% of consumers want companies to share their AI assurance practices before rolling out AI-powered experiences. Customers are open to AI. But they expect clarity when it counts.
7. Scale the program over time
Once you’ve built the foundation, scaling AI across your CX org becomes a lot easier.
“We started with cancellations. Now we’re rolling out warranty claims, retention campaigns, and more,” said the team at Trove Brands.
After proving value with one or two ticket types, look for opportunities to expand:
- Pre-purchase product recommendations
- Exit-intent offers via chat
- Predictive personalization
- Multichannel automation across email, SMS, and live chat
The goal is to implement smarter automation that makes your team more effective and your customers more supported.
The future is human + AI
The best CX teams aren’t choosing between AI and human agents. They’re choosing both and building stronger systems because of it.
“It’s not human agents vs. AI,” said the team at Clove. “Our team helped shape the AI strategy—and that changed everything.”
But ignoring AI? That comes at a cost. And it’s not just inefficiency. It’s:
- Missed sales from unanswered questions
- Slower support that erodes customer trust
- Burnt-out teams stuck in reactive mode
- Lower CSAT from inconsistent experiences
- And eventually, falling behind as the rest of the market moves forward
It’s time to build it into your workflows. Not just as a helper, but as a core part of your team.
Start using Gorgias AI Agent to reduce ticket load, recapture revenue, and deliver the kind of support that actually feels personal.
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Further reading
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How To Use Pre-Sales Support To Unblock Sales
The buyer’s journey is full of questions: When will this arrive? Is this ethically made? Will I be able to return it if I don’t love it?
Pre-sales support grows your business by proactively answering these questions to help customers make more confident buying decisions. According to a study by Harvard Business Review, businesses with solid pre-sales strategies convert 40-50% of new customers.
Whether you’re aware or not, most shoppers need a lot of information before they trust you with their credit card number: information about sizing, shipping costs, production materials, and so on. And if they can’t find an answer, they might venture to Amazon or another store that provides this information upfront.
Below, learn how to structure a more effective pre-sales strategy that bolsters customer satisfaction and supports a healthy sales cycle.
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What is pre-sales support?
Pre-sales support is the process of providing shoppers with the answers they need to feel confident in making a purchase.
Especially as the shopping experience moves online, customers have new questions (e.g. “Is expedited shipping available?”) and more suspicion (e.g. “Does this product really show the accurate color of the product?”). The ability to answer pre-sales questions is an important factor in your online store’s conversion rate.
Example of pre-sales questions that impact customer sales
A lack of pre-sales questions is a major pain point for shoppers, resulting in lost sales. While your store’s complete list of pre-sales questions will depend on your unique product and industry, use the list below as a starting point that covers most ecommerce fundamentals. Below are some common questions that your support team should be prepared to answer.
Product details
- What size should I get?
- How does this product work?
- Who is this product for?
When trying to identify the best product for their needs, customers typically ask questions about size, color, durability, warranty, user-friendliness, safety, and so on. Another common question is how the product compares to its competitors.
For example, tech accessory brand Native Union’s product pages include quite a lot of information to proactively answer pre-sales questions about this product. On top of a detailed description, the page includes tech specs, compatibility, a section on “Why we designed this,” and products that work well with this one:
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Your agents must answer these questions and point out how each product feature will add value to the customer’s life. If necessary, the agent can recommend other available products that might be a better fit for the customer’s budget or other requirements.
Inventory details
- When will you get this item back in stock?
- Does this include refills?
- Does this come in any other colors?
On top of questions about specific products, customers may have pre-sales questions about inventory levels and product availability. Think of this as the equivalent of asking the clerk whether they have any additional sizes in the back.
For example, ABLE responds to inventory-related questions on its Instagram posts:
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Shipping questions
- How long do items process before they ship?
- Do you ship to my location?
- How much does shipping cost?
- How long will shipping take?
Shipping-related concerns are common among pre-sales shoppers. Including a robust shipping FAQ page and self-service order tracking once orders ship can go a long way toward quelling those concerns.
For example, Vancouver-based dress shop Park & Fifth has a detailed FAQ page that lists out answers to many shipping questions. To help brides understand how long they need to order a wedding dress from their white collection, they even specify how long those dresses take to ship.
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Technical support
- Will this item fit in my space?
- How will I know how to install it once it arrives?
- Will this be compatible with my other devices?
Technical questions often require detailed measurement guides or a human touch so that shoppers can ensure they make the right choice.
For example, car accessory brand GOBI shares installation guides and product specs within every product page. Since the brand creates roof racks for many different car models, customers need to ensure they’re purchasing the right one.
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Sourcing, ethical concerns, and brand values
- Do you use fairtrade and sustainably sourced materials?
- Are your operations eco-friendly?
- Are your sheets OEKO-TEX certified?
More and more customers prefer getting their goods and services from socially responsible companies. Pointing out that your company adheres to ethical practices can convince shoppers with those concerns to make a purchase.
For example, fashion brand ALOHAS makes its sustainability practices well known across its website.
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Pricing frustration or confusion
- Can I get a discount?
- Do you have any upcoming sales?
Most customers are looking for a bargain, so it’s not unusual to hear questions like the above. If a customer complains about prices or missing sales, you can offer a coupon to help get the customer to make a purchase. If giving a coupon is not feasible, inform the customer about upcoming sales.
If your brand doesn’t do sales, let shoppers know why your products are worth the price by explaining your unique selling points (USPs). You can also sway undecided prospects by offering free returns if the product falls short of their expectations.
For example, jewelry brand Jaxxon’s chat widget includes a button labeled, “Do you have any current promotions?” This way, customers can quickly find any promotions without having to leave your website or wait for an agent’s response (both of which would delay, or even derail, the purchase):
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Doubts about product efficacy
- Will this help my hair grow back?
- Are these vitamins really effective?
When a potential customer doubts a product’s efficacy, telling them the product works is not enough to clear their doubts.
On your website, make sure to list the product’s ingredients or qualities and explain why each one can deliver the results the prospect seeks. Case studies, positive reviews, and science-backed research that showcases the product’s effectiveness also go a long way in the battle for customer trust.
For example, vitamin brand Ritual shares information about the research team who formulated its vitamins and where it sources its ingredients on its website.
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7 ways boost revenue with pre-sales support
Pre-sales support helps to stop shoppers from leaving your page to research products on other sites, and provides crucial objection handling that can make or break sales. In fact, Harvard Business Review found that optimized pre-sales processes converted 80 to 90% of repeat customers.
Your support team must also act as sales reps in order to answer any questions, handle objections, or provide the assistance shoppers need to make a purchase.
1) Make your website informative and easy-to-navigate
Shoppers won’t make purchases if they get confused on your website, or if it doesn't provide the information prospects need to confidently place an order. Your website’s browsing experience is your first line of defense against pre-sales questions that could block a sale.
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There’s no limit to the ways you could optimize your website, but here are some of the best opportunities:
- Provide delivery estimates early in the checkout process
- Use banners to notify customers about temporary announcements (like delivery delays or new promotions)
- Make your shipping and return policy easily clickable from any page
- Create detailed product descriptions that provide information about the products production, compatibility, use cases, sizing, and more
- Create detailed sizing guides or a sizing questionnaire
- Use product quizzes to help customers find the right product for their needs
- Provide multiple product photos (or even videos and 360-degree images) on each product page
You can also do market research to figure out what kinds of websites are easiest to navigate or for tips and tricks you can adopt to improve your website’s functionality.
You can also look at your website traffic and perform data analysis to figure out what’s working and where you could use some optimization. For example, if you have incredible shipping and return policies that barely get any traffic, you may want to make links to those pages more prominent.
📚 Recommended reading: Our guide to ecommerce conversion optimization with A/B testing.
2) Provide proactive self-service resources
On top of information dispersed across your site, you can also centralize answers to pre-sales questions in a self-service resource (like an FAQ page or Help Center knowledge base).
If customers with questions are directed straight to your email, that’s a problem. You want to create a path to these answers (and the purchases that follow) that doesn't require leaving your website or shopping app — especially before an order is placed when leaving your site means abandoning a cart.
A detailed, organized resource will quickly become your shoppers’ first stop for all questions and issues before reaching out to support.
Once you build an FAQ page or Help Center, link it prominently on your website (like Jaxxon, who put a link in their website’s top navigation).
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Once customers land on this resource, make navigation as easy as possible so customers can quickly answer their questions. A search bar is your best friend here. Your next best? Clear categorization, titles, and headers so customers can find exactly what they’re looking for.
For example, furniture brand Branch offers an FAQ page and Help Center organized to answer common pre-sales questions from shoppers:
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📚Recommended reading: Why Proactive Customer Service Is Your New Growth Strategy
3) Provide self-service answers to the most common questions in your chat widget
If your customers can’t find help on your website or help center, they’ll likely open up your live chat widget to ask a question. Fortunately, you have one more line of defense: Pre-loaded FAQs in your live chat.
To save both your support team and your shoppers time, you can use a feature like Gorgias’ Quick Response Flows. These add interactive buttons to your chat widget that customers can click for an instant answer.
Take a look at ALOHAS’ Quick Response Flows to get the idea:
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Quick Response Flows are a great match for pre-sales questions because your customers don’t have to leave your website (or wait for an agent’s follow-up response) to get the information they’re looking for.
Plus, Quick Response Flows don’t mimic or replace human agents — if customers aren’t satisfied with an answer, they don’t have to fight with a frustrating chatbot or open up an email to contact your team. They can easily click “I need more help” to be connected with a customer support agent or salesperson.
How did Jaxxon Increased Revenue by 46% with Quick Response Flows? With Gorgias, Jaxxon is able to automate responses to common pre-sales questions and give customers instant answers around the clock, leading to happier customers, 46% more revenue, and time saved for the team to handle higher-impact conversations.
Read the case study.
4) Automatically answer common pre-sales questions your support team gets asked
If customers end up asking a question to your support team, you still have an opportunity to provide an answer with the help of automation. We recommend using a helpdesk that leverages omnichannel communication to receive and send messages via email, live chat, SMS, or any other channel.
With help from Gorgias, you can automatically detect common customer questions and fire an instant response based on a pre-written Macro template.
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Gorgias’ Intent Detection capabilities can understand when customers are looking for specific information, so you can provide a helpful response without waiting for an agent.
Setting up automated responses provides instant, helpful responses while improving project management for agents (they won’t have to answer as many questions) and create better workflows for them.
Save your time for better things
Unlock your customer support with Automate in Gorgias. Leverage tools designed to resolve common customer inquiries so you can focus on conversations that no robot can answer.
5) Use chat campaigns to reach out to live shoppers in real time
Chat campaigns are automated outreach to customers via your site’s chat widget — kind of like an in-store sales team member approaching a shopper to see if they need help and know about the latest products and promotions.
Chat campaigns can offer updates, news like product launches or recent collabs, or ask shoppers if they have any questions they need answered.
For example, if you use Gorgias, you can set up a prompt for users who have been on the site for a while:
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While the above example is a welcome message for all website visitors, you can get much more specific. For example, you can create chat campaigns for:
- Premium product pages to offer high-touch support
- Shipping pages to remind customers about your free shipping eligibility
- Checkout pages to offer a discount to get shoppers over the finish line
📚 Recommended reading: Learn more about chat campaigns, including examples to move shoppers down the sales funnel.
6) Create custom pre-sales views within your helpdesk
To help support agents filter out pre-sales conversations, set up rules to help tag and prioritize pre-sales tickets within your helpdesk.
In Gorgias, you can set up views and create tags and rules within those views so that agents can filter for only pre-sales questions. If you do this, be sure to clearly define to agents what qualifies as a pre-sales question. It’s anything that a shopper needs answered in order to justify a purchase.
7) Monitor social media for pre-sales questions (and answer them publicly)
Help potential customers learn more about your products without ever leaving the social app they’re using.
Because social media comments and direct messages come in across apps and usually in large quantities, this task should never fall on your marketing team. Instead, set support agents up with the information they need to answer customer questions on social media. These questions can often remove the barrier a shopper needs to make a purchase.
For example, fine jewelry brand Fewer Finer often answers questions via Instagram Stories to help sell different pieces in its vintage and signature collections.
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How to measure pre-sales support
Most brands don’t think customer support teams offer much in the way of lead generation or sales. This couldn’t be farther from the truth: Pre-sales customer support teams can be a huge facilitator of sales — it’s just a matter of proving so.
Here are three ways to measure revenue that comes in through support.
1) Use a revenue generated by support dashboard
Create or monitor a dashboard that shows all revenue that your support team generates. If you use Gorgias, you can see this in the Revenue Statistics part of your account. Gorgias attributes revenue to a conversation with an agent within the last 5 days before a sale.
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2. Track traffic coming into your help center
The traffic you get to your help center can also be another great indicator of pre-sales questions answered, an indicator of revenue generated by support.
If a shopper visits your help center before making a purchase — especially an article containing pre-sales questions — it’s most likely because they’re interested in your brand, have questions, and are actively interested in learning more.
Keep an eye on traffic here to prove your impact as well as understand how you could better organize and link your knowledge base to improve discoverability.
3. Track the automation rate of pre-sales Quick Response Flows
If you automate responses in chat for common questions (called Quick Response Flows if you use Gorgias), you can measure their traffic.
For example, if you see that 200% more people click the response for “Do you have new products,” that’s a good sign your pre-sales support is funneling traffic to product pages. If you see a spike in purchases following that, count that as a win. If you use Gorgias, you can find these stats in the Revenue Statistics Dashboard.
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Post-sales support
Post-sales support is an effective tool for supporting existing customers, encouraging exchanges over returns, and creating repeat business.
The difference between pre-sales and post-sales support
Pre-sales support means answering the questions customers ask before making a purchase plus leading customers through the sales process and closing deals. Support agents turn into sales representatives to guide a customer from being a prospect to becoming a satisfied shopper.
Customer support team members handle post-sales support as well — and this activity impacts your brand’s bottom line as well. By creating a good impression and meeting customer needs through quality post-sales, customers are more likely to become return shoppers, boosting customer retention and lifetime value.
Proactive post-sales strategies
After a customer places an order, keep them at ease but eager to keep shopping by sending:
- Detailed order confirmations: Share order confirmation emails that include a link to a customer’s order portal where they can find status updates like shipping times or return information. This helps to reduce WISMO (where is my order) requests.
- A thank you note: Appreciating a customer goes a long way in showing that you value their patronage.
- Review request: Asking for feedback shows clients that their opinions matter to your company, and can help you make necessary improvements to the post-sales process.
- Product suggestions: Product suggestions are a great way to keep customers engaged while awaiting their orders. Sending them product suggestions that match their searches also increases the chances of the customer making more purchases.
- Shipping updates: Send shoppers shipment updates until their order arrives. The updates can contain personalized alerts about ongoing discount offers, upcoming promotions, and more, to bring customers back to your store.
- Marketing communications: Send out email newsletters or nurture campaigns to re-engage shoppers and encourage repeat purchases.
- Offer fast customer support wherever your customers are: According to a study by AMA, you can use live chat to improve post-sales customer support by 39%. Lowering your average response time can also help meet customer expectations.
- Take an omnichannel approach: Customers expect to get support on their preferred channel, whether that's SMS or Facebook Messenger. Make that a reality for them by employing omnichannel customer service.
Strengthen your pre-sales activities with Gorgias
Gorgias can support your support agents and your customers as they embark on a pre-sales journey. While most customer support teams and tools focus on troubleshooting issues, Gorgias focuses on generating more qualified leads and improving conversion rates for online stores.
Book your demo to try out the most revenue-generating helpdesk in ecommerce.
13 Live Chat Support Metrics to Measure and Improve Your Chat Strategy
If you’re using a live chat for your ecommerce business — to support customers, drive sales, or both — you already know it’s a powerful tool.
That tool is made even mightier with analytics and reporting. Stores that don’t track support metrics for live can only take educated guesses to answer questions like:
- When should we staff live chat? How many agents do we need at any given time?
- How does live chat support performance compare against other channels?
- How does live chat compare to other pop-ups in terms of conversion rates?
Below, we’ll cover key live chat metrics that go beyond your response and resolution times. You’ll also get finer insights about how your chat strategy boosts your bottom line.
Don’t have live chat yet? Check out our list of the best live chat software (or, the best chat apps for Shopify or BigCommerce).
What do online shoppers expect from live chat?
Before you look into analytics and reporting for your live chat operations, it’s good to get a baseline of how customers expect live chat to fit into the customer experience.
Here are some statistics that highlight what your shoppers expect from your live chat support operations.
- 42% of customers want a response within 60 minutes on social media (Convince & Convert).
- Customers expect a response within 45 seconds for live chat (Com100).
- 53% of customers are willing to wait only three minutes to talk to an agent on the phone (BizFluent).
People want to get things done as quickly as possible. Ultimately, it’s best to start where you are and work on improving internally. But, when you know how you stack up to the competition, it can help.
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Next, take a look at the key performance indicators (KPIs) you should follow.
📚 Read more:
- 25 Customer Support Metrics To Measure Your Team’s Impact & How to Calculate
- 22 Live Chat Statistics You Need To Know in 2022
The Live Chat Support Metrics You Need to Follow
To get a complete understanding of where you stand and where your customer support team can improve live chat efforts, here are the metrics you should follow (in no particular order).
1) Contact rate
Your contact rate is the percentage of active customers that reach out to you via your chat strategy on any given day, month, year, or other period of time.
Contact rate is tricky: If customers are messaging you with pre-sales questions, that’s a good thing. They’re deep in the consideration phase and need information about sizing, returns, or shipping to make a purchase.
But if people are messaging you with post-sales questions (like “Where is my order?” or WISMO) then you have a problem. A high number of these chats indicates some part of your customer support information is unclear or confusing.
Remember that avoidable customer support interactions — not counting pre-sales interactions, which are more like a sales consult — are actually 4x more likely to drive customer disloyalty than customer loyalty. A low rate indicates that customers are able to find everything they need without your help.
How to measure contact rate
The formula for determining your contact rate is to divide the number of customers who reach out via live chat in a time period, such as month, by the total number of customers. Then multiply by 100.
For example, if you had 500 customers in December, and 153 of them reached out for help via live chat, your contact rate would be 30.6%.
If you use a helpdesk like Gorgias, you can see contact rate broken down by channel, agent, and more right within the platform.
Tips to improve contact rate
Analyzing why customers contact you via live chat will help you reduce your contact rate.
For example, most customer inquiries tend to be about shipping and tracking. If you’re getting many questions about your shipping policies, that indicates you haven’t made this information clear and easy to find on your website.
Another solution is to add self-service options to your chat widget for frequently asked questions, such as shipping info, parcel tracking, and order cancellation. You can add these as buttons or as automated chatbot replies.
📚 Read more:
- Customer Service Messaging: Tips and Templates for SMS + Conversational Channels
- Playbook: How Berkey Filters Drove Customer Adoption of a New SMS Support Channel
2) First-response time
Your first-response time (FRT) is also called your average wait time — essentially how long it takes to reply to a new chat from a customer. Specifically, it’s the response to the very first chat message from a customer.
Customers have high expectations when using a chat widget. According to Klipfolio, users expect a response via chat within 90 seconds, compared to 24 hours for email. That’s fast! But that’s why customers prefer chat when it’s available.
Your first interaction with a customer is a crucial time to secure their trust and loyalty with a fast response. Faster responses mean a higher customer satisfaction (CSAT) score, which we’ll discuss further in depth later on.
Your first-response time should become shorter over time. When you see a decrease in first-response time without a spike in website traffic, it is a cause for concern and should be looked into.
How to measure FRT
Your first-response time can be calculated by determining how long it took to respond to every first chat message within a time period, then dividing by the number of messages.
For example, if it took 74,000 seconds to respond to 800 tickets in September, the first-time response rate was 92.5 seconds, on average.
Thankfully, a helpdesk such as Gorgias can provide this number to you.
Tips to improve first-response time
Improving your first-response time requires you to have support agents available if your live chat is set to active.
Make sure to set your business hours in your chat widget. This way, after-hours customer inquiries will be converted to an emailed ticket. Appearing offline also sets customer expectations, letting them know a response won’t come until the next day.
Keep an eye on those metrics to determine if there are particular days, hours, or seasons when incoming chats rise and more support employees need to be on hand.
3) Average response time
While the first-response time is all about that initial chat message, your average response time is how long it takes to respond to any and all incoming chat messages.
That first-response time benchmark of 90 seconds still applies here — you don’t want your customer to get a quick first response and then grow frustrated as responses take longer.
How to measure average response time
To calculate this, add up the total time your team has taken to respond to requests during a specific time period, then divide by the number of responses sent during that same time period.
For example, if your team spent 72,800 seconds responding to 800 messages, that’s an average chat response time of 91 seconds.
Again, Gorgias’ metrics can provide this number for you.
Tips to improve average response time
This is another opportunity for self-service options and chatbots to shine.
Gorgias’ Automation Add-on allows you to add self-service order management options and quick response flows to your chat widget, giving customers instant answers to their questions or options for tracking or canceling orders.
4) Resolution Time
The resolution time is how long it takes for a customer’s issue to be resolved after they first reach out via chat. This is also called the average resolution time (ART) or average handle time.
This includes the entire chat duration, starting when they send that first message, and ending when they’re satisfied their concern is addressed.
Use this metric to determine how long it typically takes to solve your customers’ problems. Like first-responses, they want a resolution as quickly as possible.
Similar to first-response time, customers expect a quicker resolution when they start a chat session then when they reach out via email.
How to measure resolution time
The average resolution time is calculated by dividing the total duration of all chat conversations in a given time period, divided by the number of customers.
You can also see this number in your Gorgias help desk metrics.
Historical view of average resolution time
Tips to improve resolution time
You can use automation to speed response and therefore resolution times.
Study your incoming messages to determine frequently asked questions and create templated responses (or Macros, in Gorgias) and then create automated Rules to respond to tickets.
In Gorgias, these templated responses can be sent quickly and efficiently, and can even pull in personalized customer information like names, order numbers, and tracking info.
5) First-contact resolution rate
Also called the first-contact resolution (FCR) rate looks at how many incoming chat sessions are resolved with a single reply. These are also called one-touch tickets.
Solving issues with a single reply is the best-case scenario with incoming chat requests. As we mentioned earlier, high-effort customer support interactions drive disloyalty, so keeping these interactions short and sweet will increase customer satisfaction.
How to measure first contact resolution
The FCR rate is calculated by finding the total number of chats resolved with a single reply, and dividing it by the total number of incoming chats that were eligible to be resolved with a single reply.
Tips to improve first contact resolution
In addition to automation and self-service options we’ve already discussed, this is a KPI where it’s worth digging into your chat history.
If a chat session took more than one response to be resolved, ask yourself:
- Is there a way you can speed up the process for next time?
- Is there a new automation you can add?
- Could you practice forward-resolution by proactively answering common follow-up questions in the first response?
Complex issues will inevitably take several responses to solve, but aim to streamline as many common chat requests as possible.
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6) Customer satisfaction (CSAT) score
While a little more complicated to calculate, your customer satisfaction (CSAT) score is the ultimate measure of the impact your customer service is having.
The customer satisfaction score measures how a customer feels about your store’s customer support. Was it quick? Was it low-effort? Was your customer service team helpful? It’s estimated that businesses lose $75 million every year due to poor customer service, so keeping customers satisfied is no longer optional.
By contrast, happy customers lead to conversions and repeat business. Gorgias analyzed over 10,000 businesses and found that raising CSAT score by just one point — from 4 to 4.9 — lifts overall revenue by 4%.
According to Retently, the average CSAT score for ecommerce businesses is 75. Customer satisfaction rate can also be expressed as a number from 1 to 5, 5 being the best.
How to measure CSAT
To get your CSAT score, you need to survey customers who have interacted with you via chat. This can be done with a survey tool, or with Gorgias.
Ask customers who used your chat: “On a scale from 1 to 5, how satisfied are you with your experience today?” Then, add up how many gave a rating of 4/5 or 5/5 and divide that by the total number of responses. Multiply by 100 to get your CSAT score.
Using Gorgias, customers are asked to rate their experience, showing you a CSAT store in your dashboard out of five. We recommend our customers, all of whom are ecommerce merchants, aim for a CSAT score of 4.8.
Tips to improve CSAT score
Using Gorgias, you can review all chat ratings as all customers are given a post-chat survey. You can use this to examine common themes for any interactions scored below 4 stars. What issues keep coming up? Do particular products result in lower scores than others?
You can also follow-up with customers who gave a low score to further investigate what went wrong with these detractors.
Issues that can impact your CSAT score — and that you can work on improving — include:
- Long wait times for responses
- Multiple messages needing to be sent
- Long resolution times
📚 Read more:
- 9 Ways To Improve Your CSAT Score and Response Rate
- Evaluating Your Customer Service Program: Why, Challenges, and KPIs That Matter
7) Customer effort score
This is a complement to your CSAT as well as NPS (net promoter scores). The customer effort score measures how much effort a customer felt like they had to put in to resolve their issue.
This score should be as low as possible. Ideally, you want customers to find your customer service to be effortless, breezy, and efficient. High effort interactions will in turn hurt your CSAT and your revenue.
According to The Effortless Experience, 96% of customers who had a high-effort customer service experience feel disloyal to the company after.
How to measure customer effort score
Similar to your CSAT score, customer effort can be measured with a survey that asks customers to rate how easy their experience was on a scale of 1 to 5.
Find the percentage that said “very easy” and then subtract the percentage that said “very hard.” This will give you a score of between -100 and 100.
Tips to improve customer effort score
The more messages a customer has to send via your live chat, the more effort it will take on their part to resolve the issue.
Using automation, increasing response times, and aiming for one-ticket resolutions will improve your customer effort score.
📚 Read more: Customer Delight Is A Losing Strategy in Ecommerce: Here’s What’s Better
8) Conversion rate
Is your customer service chat tool actually leading to more sales, also known as conversions? Are you successfully turning chat requests into sales?
Chat is a great way to contribute to your conversion rate optimization (CRO) strategy since you talk with customers while they’re still on your store (and hopefully contemplating a purchase).
Pre-sale information given via chat, like finding the right size or inquiring about your return policy, have a high chance of leading to a sale.
How to measure conversion rate
The conversion rate is calculated by total sales after a customer support interaction divided by total number of tickets.
The Gorgias dashboard shows you how many tickets led to sales within five days, which reveals your conversion ratio. Apply a channel filter for live chat to show how many of these were the result of a live chat session,
As well, Gorgias shows you the hard numbers of your total sales numbers that came from a support interaction.
Tips to improve conversion rate
The best way to improve conversion rate from chat is to reach out to more customer shopping in real-time with chat campaigns. These automated pop-up conversations can be used to ask whether website visitors need help, know how to qualify for free shipping, or offer a discount.
Research shows that people who use live chat are 3X more likely to complete their purchase before leaving a website.
9)Total sales
How much money is being generated via live chat support? This is simply your total sales made from customers who used your live chat.
How to measure total sales
While you could calculate this manually, in Gorgias statistics you can filter your sales by channel, segmenting only those sales made after a customer used live chat.
Tips to improve total sales
Like your CSAT score, your total sales are a reflection of your overall ability to quickly meet customers’ needs via chat.
Compare individual sales with either very high or very low totals and look for patterns. Do more responses lead to a higher or lower total? Does answering FAQs have an impact? These are important questions that become much easier to answer when you can see the total sales over a given period, agent, channel, request type, and so on.
📚 Read more: Customer Service ROI: How To Measure and Improve Value
10) Automation rate
This is a measure of how many customers are getting help via chat using automated options like self-service order management and quick response flows.
These can be created in the Gorgias chat widget by adding buttons for customers to get information like tracking, or answers to FAQs, without a live agent needing to respond.
For example, luxury jeweler Jaxxon’s chat widget contains the following self-service options for a proactive customer service approach.
By using automated responses, Jaxxon reduced live chat volume by 17% while lifting on-site conversion rate by 6%.
How to measure automation rate
Gorgias Statistics lets you see how many customers use the automated options you have set up in the chat service.
Tips to improve automation rate
Set your chat widget up for success by reviewing incoming tickets to determine which common inquiries can be satisfied with either self-service order management or quick answer flows.
11) Template usage
Templated responses in live chat save your support agents time and, of course, give quicker responses to customers.
At Gorgias, these pre-written responses are called Macros. They are similar to custom fields and they can help automate some of your communication within your live chat support operations.
Preparing Marcos for use in live chat will improve your average response time, resolution time, and lead to more one-touch tickets.
How to measure template usage
In Gorgias Statistics, you can see how often Macros are used in responses to customers.
Tips to improve template usage
Monitoring which types of responses take the most amount of time for agents to resolve will help you create new templates for them to use. On the flip side, seeing a template is used very frequently could point to shortcomings elsewhere.
For example, if you notice that the shipping macro seems to be over-used, you can link out to shipping details and/or update your shipping policy page to make the information easier for customers to find. Then, you may not need to reply to as many tickets in the future.
12) Chat campaign responses
Your chat widget can do so much more than track orders. With Gorgias’ live chat, you can set up campaigns that deliver customized messages for different scenarios.
For example you can set up chat automated chat messages that:
- Offer a product-specific offers or discounts
- Give a link to a style quiz
- Spark conversation around specific products
- Offer a personal, virtual stylist
- Prevent cart abandonment
For example, here’s a chat campaign from Jaxxon to recommend “VIP level support.”
It’s great to try new things with your chat widget but you should always be mindful to measure and evaluate their results.
How to measure chat campaign responses
The best way to track responses to your campaigns is to set up an auto-tag in the Gorgias help desk to see how many people respond when prompted with a campaign message.
Here’s how Jaxxon could set up auto-tagging for the above campaign:
Tips to improve campaign responses
All chat campaigns should be tracked with performance metrics to determine if they were successful, how they can be improved on next time, and if you need to do further A/B testing.
In the Gorgias dashboard, you can:
- Track overall revenue generated by a campaign
- Measure increase in sales for products targeted with a chat campaign
- Track the usage of promo codes
You can also include a UTM link to track clicks.
13) Missed chats
The whole point of live chat is to provide immediate customer service in real-time. Missing a chat has a deep impact on that customers’ satisfaction so you need to keep a keen eye on missed messages in the chat queue and use them to inform your customer service strategy.
How to measure missed chats
Simply review your incoming chats on a regular basis, even daily, to see if any incoming chat sessions didn’t receive a response. Keep track of this number and see if you can get it to the ideal number: zero.
Tips to improve missed messages
As we discussed before, it’s vital to set your business hours in your live chat. For after-hours, include a contact form so that even if you’re not online at the time, a ticket is created.
If you notice you’re missing a lot of chat messages at a particular time of day, or day of the week, that’s an indication to rethink your live chat agent staffing schedule.
You should also pay attention to each individual agent and if they’re missing tickets. That could mean there’s a need for additional training to improve agent performance.
Never stop optimizing
What’s up with your ecommerce live chat support operations? If you don’t know, you can never optimize your processes.
A live chat will only drive sales if it’s being used in a way that best supports both your business and your customers. Keeping a close eye on all the above data will allow you to finetune your live chat performance.
Remember, satisfied customers are loyal customers, and loyal customers are ones that will come back again and again.
Gorgias puts this important data at your fingertips. Our customers can see everything they need to nurture outstanding customer support strategies. Sign up for your free trial today and experience the difference.
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Positive Scripting in Customer Service: How To Do It Right
Quick summary:
- Positive scripting means using polite, pre-written responses to make customers feel acknowledged and taken care of
- Benefits: less frustrated customers, better customer satisfaction, and faster first response times
- Negatives: can make customer service teams sound overly friendly or robotic and may lead to slower resolution times when agents rely solely on scripts
A great customer experience relies on much more than positivity and kindness — your customers expect personalization at scale, self-service options, and concrete benefits like free shipping. That said, using the right words is an important factor in customer conversations.
Positive scripting is one practice that can help your customer service representative steer customer interactions toward desired outcomes (like upselling shoppers and bringing first-time customers back for a second purchase).
However, over-relying script templates in customer support is a shortcut to unhelpful customer care interactions. Read on to learn how to make the most of positive scripting while also avoiding its pitfalls.
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What is positive scripting? (AKA positive phraseology)
Positive scripting is the practice of creating canned responses for customer service interactions that use positive language to limit customer frustration and promote desired outcomes.
With positive scripting, brands can provide support reps with resources such as scripts and templates that they can use to help ensure positive customer interactions. These scripts and templates can also be used as training resources to provide reps with examples of constructive interactions and positive language.
Goals of positive scripting
There are several goals that brands can accomplish with positive customer service scripts, including:
- Promoting constructive customer service experiences that contribute to customer satisfaction
- Alleviating customer frustration and de-escalating angry customers
- Maintaining a consistent, positive brand voice
- Speeding up response times to customer queries
Where can positive scripting be used?
Positive scripting can be used across numerous contact centers and customer support channels.
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Like any customer support practice, positive scripting should be tweaked for each channel.
Call centers
Providing support via a phone call requires reps to be quick on their feet, and this is where the practice of positive scripting first originated.
Providing call center scripts to your call center agents can go a long way toward helping agents stay positive and on-brand when there isn't much time for them to formulate a response.
SMS support
Agents have a little more time to think about their SMS responses, but not much. Customers contacting your support team via SMS still expect swift responses, and positive scripting can help ensure that your SMS responses are swift, positive, and on-brand.
Live chat support
Like SMS, live chat conversations tend to be fast-moving — and this is one of the primary reasons why many consumers list live chat as their preferred customer support channel.
With positive scripting and live chat tools like Gorgias live chat, you can provide fast, convenient, and helpful support via this advantageous channel.
📚 Recommended reading: Find out how Gorgias customer Ohh Deer used Gorgias chat to generate $12,500 in revenue — per quarter.
Email support
Support reps can typically put a little more time and thought into their email responses.
Nevertheless, email templates with positive scripting can still help keep these responses positive and consistent while also enabling reps to respond to email queries more efficiently.
Social media support
Providing support via social media is a great way to meet your customers where they're most comfortable — and positive scripting helps keep these responses positive and on-brand.
This is especially important when responding to comments and posts that other potential customers are likely to see.
Scripts and templates
Scripts, templates, and automated responses should all be built using positive scripting.
If you use a helpdesk, chances are you can build a library of templates in the tool for agents to use during customer conversations.
For example, you can use Gorgias Macros to build positive templates and autoresponses. Unlike most templates, Gorgias Macros pull customer information from ecommerce platforms like Shopify and BigCommerce, as well as other ecommerce tools (like Klaviyo and ShipBob) to automatically personalize the response.
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Even better? Thanks to automated Rules, Gorgias can automatically send these personalized templates to customers for basic interactions — like WISMO (where is my order), questions about shipping and return policies, and so on.
This way, your customer service team time saves time while still fostering a great, personalized customer experience.
Customer support training programs
You can use positive scripting to guide customer service training by using customer support scripts with positive language as examples of beneficial customer interactions.
This helps new team members get a feel for expectations regarding your company's voice and tone, which they can reflect in their individual customer interactions.
Benefits of effective positive scripting
When used correctly, positive scripting can improve the quality of a brand's customer support services in several key ways, including:
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Enhance customer experiences to encourage repeat business
Did you know that 54% of customers say they would stop purchasing from a brand after just a single bad experience? If you want to promote customer loyalty and repeat business, it's vital to provide positive experiences throughout every step of the customer journey.
Likewise, repeat customers generate 300% more revenue than first-time shoppers, according to our data from over 10,000 ecommerce brands. Repeat customers place repeat orders, place larger orders, refer friends to your store, leave product reviews, and more.
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While many different elements go into crafting positive customer experiences, facilitating friendly and welcoming customer interactions with positive scripting is one important step.
Avoid or de-escalate angry customers
Using positive words and language may not solve a customer's problem, but it can help ease their frustrations. Positive scripting is an effective way to de-escalate angry customers — and a great way to prevent customers from ever becoming angry in the first place.
Become more consistent with customer communication and policies
Your customer service agents don’t just need to be positive, they need to follow the same policies and procedures, especially for common customer interactions. Using scripting to guide
Of course, you can also specify which policies agents can bend, and when. For example, if repeat customers ask for an extension on refund eligibility, it’s probably in your best interest to permit the return rather than frustrate a repeat customer.
📚Recommended reading: Our guide to creating a customer service policy that actually provides value.
Maintain a positive brand voice
Positive scripting helps you maintain a consistent brand voice, but, just as importantly, it also helps you maintain a positive brand voice. By using positive scripting to guide your brand's messaging, you can carefully (and intentionally) design your language to encourage customer satisfaction and beneficial outcomes.
Examples of positive scripting
A majority of customer interactions can become more pleasant and productive with positive scripting. Here are some scenarios that would benefit from positive scripting:
- Greeting: "Good [morning/afternoon/evening], thank you for choosing [Company Name]. How can I help you today?"
- Apologizing: "I'm sorry to hear about the inconvenience you've faced. Let me look into this for you."
- Offering assistance: "I'd be delighted to assist you with that" or "I'm here to make this right for you."
- Expressing appreciation: "Thank you for bringing this to our attention" or "We appreciate your business and your feedback."
- Providing assurance: "Rest assured, we'll resolve this for you" or "We'll do everything we can to make this a positive experience."
- Suggesting solutions: "Let me find that information for you" or "May I suggest an alternative solution?"
- Ending interactions: "Is there anything else I can assist you with today?" or "I hope you have a wonderful day."
The pitfalls of positive scripting
The biggest potential drawback of positive scripting is one that we've already touched on; customers who contact your call center or other customer support channel want to feel as though they are talking to a real human and not a robot regurgitating a script.
It's also vital to remember that customers are ultimately much more interested in resolving their problems quickly than in the language that your reps use. Many times, a simple message with the information they're looking for (such as a tracking number) will suffice with no flair or positivity required.
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To prevent positive scripting from harming your customer interactions rather than improving them, here are a few other key mistakes and pitfalls to avoid:
- Not giving support team members the freedom to deviate from their script or inject their own flair
- Scripting entire customer interactions instead of just using scripts to save time on the most common, process-heavy elements
- Focusing too much on positive language and too little on actually solving customer issues as quickly as possible
- Writing scripts that sound too robotic or overly-friendly
- Using vague empathy statements rather than training your agents to be genuine and sincere
These are all serious mistakes to avoid if you want to make the most of positive scripting. When used appropriately, though, the benefits of this practice far outweigh its cons.
How to use positive scripting for customer service: 7 best practices
Positive scripting is a powerful tool for ecommerce brands to leverage, but it's important to use it correctly. Here are the seven best practices that you should employ to make the most of positive scripting (and avoid its pitfalls).
1) Use scripts as a starting point, not for the entire interaction
The scripts you give your support reps should be used for the most common, predictable part of customer interactions rather than mapping out the entire conversation.
For example, your agents might use a script to greet customers and share information about your shipping policy (in response to a question about shipping). But, the agent should be flexible enough to include unique information or handle follow-up questions that may not be so predictable.
“I like to think of Macros as guidelines. When you open up a Macro, it's not 100% the right thing to say, because you have to match the customer’s tone and specific query. And it's up to the agent to understand that and adjust along the way — but Gorgias gives you the tools to do that.”
— Leeor Cohen, Founder and CEO at CreateCX
If you require your agents to follow a script from start to finish, you risk sounding robotic and not providing agents with the flexibility they need to keep customers happy.
2) Prepare positive responses for common situations
Customers who cannot track their order, received the wrong item, or want to make a return are just a few examples of common situations where customers are sure to welcome a little friendliness and empathy — along with helpful information and clear next steps.
Using positive scripting to create responses to these common situations helps your brand handle these issues consistently and ensure that they are handled with care and positivity.
All you have to do is identify the questions that your support team receives most frequently and then load positive, brand-consistent responses into your helpdesk:
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While each brand varies, some of the most common situations include:
- WISMO, or “where is my order?”
- Questions about refund and returns policies
- Questions about product availability
- Product-related questions (sizing, compatibility, ingredients, etc.)
3) Encourage customer support to enhance scripts with their own unique flair
Customer service reps should be free to deviate from scripts when needed or inject them with their unique flair. Encouraging your reps to use scripts as a guide rather than a word-for-word requirement ensures that your brand doesn't script away its human touch.
We love this example of an agent bending a policy and sparking up a delightful conversation:
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4) Use scripts for training representatives
Along with using customer service scripts to guide customer interactions in the moment, you can also use them as resources for training your representatives. Once again, not everything that your agents say will be scripted, so ensuring they understand the principles behind positive scripting is just as important as providing the scripts themselves.
Using scripts to showcase what positive customer interactions look like will allow your agents to leverage positive language even when they aren't using a script. For example, you can use scripts to demonstrate mock customer service interactions and then dive into the specifics of why the scripted responses you've created work well for those situations.
📚 Recommended reading: Our Director of Support’s guide to customer service training.
5) Avoid sounding like a robot
Several of the tips we've already covered are geared toward preventing support agents from sounding wooden or robotic, and this is an essential consideration when using positive scripting.
By using scripts to initiate an interaction rather than scripting the entire conversation, giving agents the freedom to add their own flair to the scripts, and adding personality to the scripts you create, you can avoid this common pitfall of positive scripting.
It's also vital for your reps to demonstrate genuine empathy throughout customer interactions to avoid sounding uncaring and robotic. This can't be easily scripted, making it important to ensure that your reps know how to adopt an empathetic tone and approach.
📚 Recommended reading: The ultimate guide to offering personalized customer service at scale.
6) Nail the greeting
Your agent's initial greeting to a customer sets the tone for the rest of the interaction. It's also one of the easiest parts of customer interactions to script since the initial greeting will largely remain the same regardless of the customer's specific issue or sentiment.
Stating the company name and the agent's name, asking the customer's name, telling them good morning/good afternoon, and assuring them that you are happy to assist them are all great elements to consider including in your greeting script.
7) Test, iterate, and refine to perfect your customer service interactions
Like almost every aspect of ecommerce, positive scripting in customer service is something you can continually improve with proper testing. CSAT surveys are one excellent way to gather customer feedback following a customer support interaction. You can use the feedback you gather from these surveys to fine-tune your customer support scripts.
For instance, if many customers complain that your reps sound unempathetic or robotic, you may want to revisit the language of your scripts or encourage your agents to inject more of their own personalities. Throughout testing and refining your scripts, keep in mind that script building should be a collaborative experiment, with customer service teams working alongside reps and using data from past customer service interactions to guide the process.
Offer positive, fast, and helpful customer service with Gorgias
Positive scripting is one effective way to improve the quality of your brand's customer support and encourage more positive customer experiences. However, it's also just one small element of high-quality, revenue-generating customer support.
If you would like to offer the type of fast, positive, and helpful customer service that will set your brand apart from the competition, it's important to use the right customer support tools.
With Gorgias' industry-leading customer support platform, you'll be able to leverage a range of advanced customer support tools and capabilities — all designed to boost customer satisfaction by improving both the speed and helpfulness of your support services.
To get started offering positive, fast, and helpful customer support via the best ecommerce customer support platform on the market, be sure to sign up for Gorgias today!
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[Webinar Recap]: How Jaxxon Prepares for Peak Season to Optimize CX and Maximize Revenue
Maximizing peak season sales isn’t only about driving customers to your website. If website visitors people encounter a slow, unhelpful, or lackluster customer experience, they’ll click away before buying — flushing away all your marketing efforts and dollars.
In a recent webinar, Caela Castillo, Director of Customer Experience at luxury men’s jewelry brand Jaxxon, shared Jaxxon’s strategies for optimizing customer experience to maximize revenue during peak season.
We’ll start with some of the most concrete strategies Jaxxon leverages, and wrap up with some bigger-picture insights on how Caela manages the team.
You can also hear Caela share these tips herself by watching the webinar here.
How Jaxxon manages ticket spikes during peak season
Last year, Jaxxon had what Caela describes as a very successful but challenging peak season, when customer support tickets skyrocketed to three times normal levels. As a result, Jaxxon has stepped up its approach to optimizing customer support for efficiency and self-service during the 2022 peak season.
Here are the tactics and tools Jaxxons used to manage ticket spikes this year:
Provide self-service answers to FAQ in live chat
Jaxxon uses Gorgias Quick Response Flows to answer frequently asked questions during peak season. Caela and her team customize the questions and answers so that customers can get an instant response to common queries.
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“We really noticed that adding automated self-service with Gorgias took part of the load off us. A lot of customers’ questions are answered by self-service, so then they’re happy and we don’t have to do anything further with those tickets,” Caela says.
Automating these responses has two-fold benefits:
- Customers get instant answers to questions — no wait time required
- Agents actually have time for conversations that need a human touch
“If the customer has additional questions, then our agents have the time to have an authentic conversation with them, and give them a really great experience.”
Regularly review tickets to monitor performance and spot emerging issues
Caela regularly reviews recent customer conversations to monitor individual agent performance and identify areas for improvement or lessons learned. Using Gorgias tags — automatically applied to customer tickets for categorization and filtering — Caela can also get a sense for the most common customer questions and issues.
“If we're noticing a trend with a certain issue, then we want to solve it right away rather than figure it out weeks from now when it’s a bigger issue,” Caela explains. “So we don't want to only review tickets once a month. We want to do it in real time.”
The real opportunity for peak seasons is turning first-time customers into repeat shoppers
Jaxxon realizes that any peak season is a starting line, not a finish line. Providing an awesome first customer experience doesn’t just net a sale. It nurtures longterm relationships and turns happy customers into loyal brand advocates.
“We want to make sure that first shopping experience is really great — everything from the customer support to the shipping to the box it arrives in — so they want to come back and buy again. We listen to our customer reviews and we really want to help people have a great experience.”
Jaxxon invests in ongoing training and support to ensure its customer service agents have the knowledge, skills, and tools they need to do their job confidently and effectively.
“Sometimes customers are a little hesitant about buying something as expensive as solid gold online. And our agents can explain to them the difference between our products, or suggest an upgrade, or say, hey, would you like this bracelet to go with the Cuban link chain you bought last time?” says Caela.
“For our agents to be able to upsell and cross-sell like that is super important for us — and it works.”
Quick Response Flows help Jaxxon open the door to some of these conversions. Providing quick, helpful answers about product restocks, sizing, shipping and more, lays a positive foundation that human agents can easily build on.
How Jaxxon sustains the team during peak seasons
One of the biggest challenges during any peak season is thinking ahead so that your team — not just your customers — succeed.
Plan ahead when it comes to coverage
First off, make sure you have enough customer service agents in place to cope with soaring demand. Jaxxon has increased its customer support team for this year’s peak season.
Caela uses a zoning plan to stagger agents’ shifts across different time zones and locations, so there is always enough coverage for Jaxxon’s 24/7 customer support. She adapts this as peak season unfolds to meet shifting demand.
“Having open communication is essential. We always say there are no stupid questions. We’re here to help each other. Even though we work remotely, we're still able to communicate really well and work as a team.
Once the team is in place, get them ready. “Training your team is really important, and making sure they have the resources and support they need,” Caela says.
📚 Related reading: How to stand out during Black Friday with 18 marketing strategies
Maintain staff morale during crunch time
“Keeping morale high is so important for peak season, because it’s a busy time in life, not just at work,” Caela says. This is a unique situation in ecommerce — did anyone else have a turkey in the oven while answering support tickets during BFCM?
“Everyone gets stressed; sometimes people get sick. It's hard to sustain motivation sometimes. So we want to make sure everyone's really taken care of and set up for success. And we try to make it fun for the team.”
A culture of mutual support among the Jaxxon customer service team is reinforced by team-based incentives to win gift cards, jewelry and more when certain targets are met.
“A positive attitude goes a long way to keeping people motivated. You get so much farther if you're kind and positive. And I’m very big on looking at difficult situations as learning experiences. And if someone is struggling, other team members will help them so we all rise together.”
📚 Related reading: How Jaxxon offers motivates agents with rotating customer support incentives.
Lean on tools and systems to manage high demand
Having the right systems in place to manage customer support more efficiently is important at any time of year. But it has the biggest impact during peak periods when demand balloons.
“You have to prepare for the worst, in terms of very high demand. Things just get crazier as peak season progresses! So make sure to have your self-service and automation set up and ready to go,” says Caela. “After last year’s challenges, we've made sure to have stronger systems in place this year.”
Jaxxon now uses Gorgias to manage all customer conversations. This helps the team work more efficiently in several ways:
- Seeing all customer conversations across different channels in one place, to avoid tab-shuffling and duplicated responses
- Filtering and sorting tickets, for easier prioritization
- Deflecting some questions to automated self-service, to free up customer service agents’ time for more complex customer conversations
- Bringing together all of a customer’s information, to enable more personalized service
Implementing self-service chat has cut Jaxxon’s live chat volume by 17%, yet increased conversions by 6%. Meanwhile, revenue generated by chat has shot up by an impressive 46%. The overall impact has been positive for customer experience and Jaxxon’s bottom line.
Read more about how Jaxxon uses Gorgias to speed up response times without sacrificing the quality of customer service.
Customer experience is vital to maximize peak season sales
By assembling a larger, well-trained customer service team and putting the right tools in place, Jaxxon is poised to continue delivering high-quality customer service this peak season — even when ticket volumes triple. Caela and her team are excited to dive into the peak season. With Gorgias by their side, they are ready to ride out whatever challenges come their way.
To hear the full story of Caela’s tips, lessons learned, and Jaxxon’s preparations for peak seasons, watch the webinar replay.
Growing At Gorgias: Interview with Yohan Loyer (Strategic Partner Manager EMEA)
Yohan Loyer started his job at Gorgias as the first Customer Success Manager for Europe. His current position is EMEA Partner Manager, with the goal of growing Gorgias’ presence in Europe, the Middle East, and Africa (EMEA). The role boils down to building meaningful relationships and being a reliable, trustworthy partner for our agency partners.
In this interview, Yohan tells his story and we learn more about his internal career development and the environment Gorgias provided to nurture it accordingly.
1) What is your role at Gorgias right now and how do you find it?
My role is to help our ecommerce agency partners:
- Understand the value of Gorgias
- Keep Gorgias top of mind when recommending customer service solutions to their customers
- Identify customers that are a good fit for Gorgias
As a social person who likes to interact with other people and has hands-on experience working with Gorgias customers, this role is a great fit for me. There really is no chance to be bored in Partnerships!
2) What did you do before Gorgias? What is your educational and professional background?
I did my undergraduate degree in international business in New York, where I got a scholarship to play for my university’s soccer team. Then, I did my master's in Business Consulting and Information Systems Management in France.
Right after university, I worked as an IT consultant and then moved to Salesforce as part of the EMEA customer success team in Dublin. I worked as a Customer Success Manager (CSM) for 3.5 years, when my main focus was helping the company’s customers get the most out of the Salesforce platform and resources.
Apart from that, I have always been passionate about new technologies and how they impact the world, so continuing to work in tech and ecommerce at Gorgias is not a coincidence.
3) How did you find out about Gorgias and what made you apply to work here?
I was looking for a role in a fast-growing company in the ecommerce space with an innovative product, strong company culture, and competitive package. I did some research online and found out about Gorgias on an ecommerce blog, if I remember correctly.
Gorgias had everything I was looking for. They were also hiring for their first Customer Success Manager in Europe at that time, so it was perfect timing for me to apply!
4) What are the roles you had at Gorgias and how did they change over time?
I was initially recruited as the first Customer Success Manager (CSM) in Europe. We already had one Onboarding Manager in Europe when I joined (Emna Charfi, who is now the manager of our Customer Success team).
She was already working as a CSM with some customers (on top of her main role as Onboarding Manager). Even after I joined as the first full-time CSM in Europe, she continued as the CSM for some of our largest customers while I onboarded.
After a few months, I took over as the Customer Success Manager for our largest European customers for about 1.5 years, before transitioning to the Partnerships team last July.
I worked closely with Louis Lavedan from the Partnership team when I was a CSM, so I got to see what Partnerships was like. When he moved to San Fransico, taking over his role as Partner Manager for EMEA seemed like a logical next step.
5) What training and resources did Gorgias provide to help you in your new roles?
The Gorgias team has always been super helpful and available with me and new team members in general.
Learning directly from colleagues has definitely been one of the highlights of my onboarding and overall experience with Gorgias. Whether it is answering questions on Slack, sharing screens, recording Loom videos, or jumping on a quick call, there is always a Gorgian ready to help!
6) How did your manager (or others at Gorgias) help you upskill and grow yourself?
The two managers I worked with both have hands-on experience with Gorgias customers and partners, and a genuine desire to be helpful and see their team members grow. They are always reliable and helpful when needed, which builds trust and promotes a culture of feedback and transparency.
Gorgias as a company is obsessed with scaling and automating processes, and my managers have definitely lived up to those values and helped me become more efficient and see the big picture when working on projects.
At Gorgias, we are also lucky to have a best-in-class product and grow at a very rapid rate, which comes with a lot of super interesting challenges and opportunities. The company has a really unique positioning with an obsession for customer satisfaction, which all contribute to a great environment to work in.
7) How can you connect your experience with Gorgias's core values?
My experience at Gorgias so far has been very much aligned with our core values, especially “Customer first”, and “Maximize your impact”.
We live and breathe for customers, automate time-consuming tasks, share best practices with the rest of the team, and try out new tools and processes — all with the end goal of providing a better product and experience to merchants who use Gorgias.
Our managers highlight Gorgians who are living up to our core values weekly on our Slack channels, so we get to see first-hand all the great things our team does in accordance with our values.
8) What is your favorite thing about working at Gorgias?
As someone who worked closely with customers for all of my career, I think that my favorite thing at Gorgias is our huge focus on customer experience and satisfaction. Making our customers happy and successful, independent of their size, is our target and biggest investment as a company.
Whether it is reviewing our processes to make sure they benefit our customers, going the extra mile when helping our customers out, finding workarounds, prioritizing product features, or letting our customers get on a call with our highly available success and support teams, we are always doing things with our customers’ interest in mind.
9) If there is one thing you would like to change about the company, what would it be?
I guess it would maybe be the name of the company (haha). Simply because it’s hard to pronounce. Also, people don’t read or hear “Gorgias” for the first time and instantly know what we do.
10) What's next for you at Gorgias (and how is Gorgias helping you get there)?
As I started my new role as EMEA Partner Manager recently, my focus is becoming a great Partner Manager, first and foremost.
We have a pretty good presence and network in Europe, but it’s still in the early stages compared to the US. I am learning and getting a lot of help from our US team who built a very strong market presence and brand in the US, and I am super excited to help develop the Gorgias brand and customer base in Europe, the Middle East, and Africa!
Interested in joining Yohan and the rest of Gorgias team? Check out our jobs page to learn more about our benefits, interview process, and open roles.
A User-Friendly Guide to Ecommerce Tech Stacks
Today, a wide range of software solutions exist to help ecommerce business owners better manage every aspect of their online store. However, creating the ideal technology stack for an ecommerce store is often easier said than done. To help you put together a tech stack that’s best suited for your unique business needs, we’ll review some of the top ecommerce tools on the market today, grouped by category.
First, we’ll walk through what you need to know about building a powerful, easy to use ecommerce tech stack — without breaking the bank.
What is an ecommerce tech stack?
An ecommerce tech stack is the collection of digital tools, software applications, and platforms that an online store owner uses to run their business. These tools work together to optimize day-to-day tasks — across sales, marketing, customer service, order fulfillment and returns, payment processing, and other key areas — and reveal customer insights that can fuel growth.
If you’re curious about an ecommerce brands’ tech stack, try searching on builtwith.com, which scans the back-end of any website to see what technology it uses.
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Factors to consider as you build your ecommerce technology stack
Today, ecommerce store owners have a broad range of solutions to choose from when it comes time to build their ecommerce tech stack. However, an abundance of options can also make selecting the best solutions a challenge. Here are the most important factors to consider:
Cost
An ecommerce tech stack can consist of anywhere from 3-5 core tools to more than 20, depending on the size of your operations and how you approach the process. It’s vital to set a budget and keep it in mind as you weigh different solutions and plan tiers. If possible, balance it against the return on investment (ROI) for the particular tool or feature set (more on that later).
Compatibility
Ideally, you’ll create a digital ecosystem of tools that integrate seamlessly and transfer data quickly and reliably. The ecommerce tools you consider should allow you to combine the features of multiple solutions, either through direct integrations or third-party integration tools.
Ease of use
While all ecommerce solutions come with some degree of a learning curve, it's a good idea to prioritize user-friendly tools that are easy to install, set up, and use. Look for a knowledge base with tutorials and FAQs; expert-led training options can also help.
Customer support
Make sure the support solution aligns with your business hours and the channels you prefer, like email, phone, or live chat. Choosing a solution that’s backed by excellent customer support means you’ll have a reliable source of assistance if or when issues arise.
Determining the order of tool additions
Building the right tech stack, complete with all the tools and features your store could possibly need, doesn’t happen overnight. It’s best to focus on testing and approving the tools you truly need for your day-to-day operations. That way, you know that any other software or hardware you’re considering should integrate nicely with your must-have tools.
For starters, an online store hosting platform will be the cornerstone of your ecommerce tech stack. From there, it’s up to you to decide which tools you add next.
We’ve seen that many ecommerce store owners choose to prioritize their sales and marketing tools — after all, many of the other solutions on our list won't offer much value if your online storefront isn't attracting customers or ready to manage payments. Big picture solutions or add-ons, like the top tier of a user analytics tool or premium page themes, can come later on.
Ensuring compatibility between tools
When it comes to building the best possible ecommerce tech stack, integrations are key. Choosing apps that sync with one another allows information to flow seamlessly between them, cutting down on manual labor and user error and letting you get the most out of your stack.
Most software platforms have an integrations or apps page where they list their official integrations. For instance, the Gorgias Apps page has a categorized, searchable database of the 80+ apps that integrate with its platform. For apps that don’t directly integrate, a tool like Zapier lets you easily set up workflows between them and doesn’t require much tech expertise to use.
An email marketing platform that connects with your order fulfillment platform, for example, can enable you to send automated order tracking updates to your customers personalized with their name. A customer service solution that integrates with your social media marketing solution, meanwhile, can allow you to turn your social media channels into customer service channels.
A connected ecosystem provides far more value and functionality in the long run. By looking for compatibility between tools ahead of time, you can build an ecommerce tech stack that’s much more than the sum of its parts.
Balancing your tech stack budget against potential ROI
Fortunately, the money you invest into building tech stack doesn’t disappear into thin air — it will offer real value and unlock revenue opportunities. As you consider the cost of different tools, it’s a good idea to weigh it against the potential ROI of each tool.
At a high level, you can determine the potential ROI of each tool by weighing the expenses for a given time period — such as monthly subscription costs, licensing fees, additional users, and training or setup fees — against the potential gains. It can be tough to put the positive value of using a new tool into figures, however, consider gains like increased sales or reduced labor costs to start.
We recommend creating an optimistic estimate (lowest cost and highest return) and pessimistic estimate (highest cost and lowest return) to get closer to an accurate number. For example, if your optimistic estimate suggests that an email marketing tool will increase your store's cash flow by 10%, then you could factor this estimated ROI into how much of your budget is allotted for this tool.
Ecommerce store hosting platforms
The first solution that you will need to choose before you can get your ecommerce store up and running is a hosting platform. Hosting platforms allow you to build a custom ecommerce website — regardless of your coding experience — using simple drag-and-drop commands.
Plug-n-play hosting platforms also offer services such as website hosting, website security, and payment processing on your behalf. If you would like to get started building your own ecommerce store using an ecommerce store hosting platform, here are the top platforms to consider:
Shopify
Arguably the most recognizable ecommerce store hosting platform, Shopify has certainly earned its reputation as a go-to choice for e-commerce sites. With Shopify, business owners are able to create attractive online stores in a matter of minutes by choosing from a broad variety of starting templates, then adding additional design elements and features from Shopify's ever-expanding library.
Business owners can also integrate thousands of additional features into their online store by making use of the Shopify App Store — a store that sells thousands of third-party apps designed to integrate with Shopify websites.
Pros
- Mobile-ready
- Choose from thousands of third-party app integrations on the Shopify App Store
Unique features
- Integrated payment processing
- 24/7 live customer support
Check out Shopify’s integration with Gorgias.
BigCommerce
Like Shopify, BigCommerce is a web development solution that allows ecommerce business owners to create their own online stores within a no-code environment before offering a full suite of web hosting services that includes site security and payment processing.
With that said, there are a few features that set BigCommerce and Shopify apart. For one, BigCommerce offers a long list of built-in sales features that don't require any additional installation, ensuring that you are ready to start moving products the moment your store goes live. Another nice feature of BigCommerce is that BigCommerce does not charge any transaction fees regardless of the plan that you choose.
Pros
- The ability to add an unlimited number of product variants
- Designed for scalability
Unique features
- Wide range of built-in sales features
- No transaction fees on any plan
Check out BigCommerce’s integration with Gorgias.
Magento
Magento differs from Shopify and BigCommerce in the fact that it is an open-source platform that is free to download and use. In order to build a website using Magento, though, you are going to need a certain degree of coding experience. The tradeoff for this steeper learning curve is that Magento allows you to build sites that are much more customized than what you could build using Shopify or BigCommerce. Magento also offers hosting services and a broad range of third-party integrations that can be purchased as add-ons.
Pros
- Unlimited customization options providing you know how to code
- Comprehensive answers to just about any question can be found on the Magento Forum
Unique features
- Detailed analytics and reporting
- Enhanced product browsing (i.e. the ability for customers to zoom in on product images, the ability to display stock availability, and the ability to display multiple pricing tiers)
Check out Magento’s integration with Gorgias.
Ecommerce marketing tools
According to data from The Drum, the total amount of money spent on digital ads increased 41% in the first half of 2021. If you want to keep up with econnerce industry competition that is increasingly spending more on advertising, it is essential to develop the right marketing strategy for your online store — and a big part of creating an effective marketing strategy is choosing the right ecommerce marketing tools.
From providing insights about your visitors, to helping you conduct keyword research, to helping you manage your email and PPC campaigns, there are a lot of capabilities that come with developing the right ecommerce marketing tool tech stack.
Klaviyo
Klaviyo is a SaaS solution that automates the process of creating and managing email and SMS campaigns. With Klaviyo, you start out with pre-built campaign workflows that you can customize into your own email or SMS campaigns. From there, Klaviyo allows you to create automated triggers and segmented lists for your campaigns that will completely automate the process of sending the right messages to the right customers at the right times.
Pros
- An incredibly wide range of pre-built email workflows to choose from
- A convenient analytics dashboard that displays key campaign data
Unique features
- Multiple automation triggers such as cart abandonment, price drop, back-in-stock, and more
- A large library of integrations to pull data from other ecommerce tools and platforms into Klaviyo
Check out Klaviyo’s integrations here.
Postscript
Postscript is a tool that integrates with Shopify stores in order to provide store owners with the ability to create and manage SMS marketing campaigns from one centralized dashboard.
Given that SMS messages have a 98% open rate according to data from TechJury, SMS can be a powerful medium to manage, and Postscript provides all of the tools you need to develop and oversee effective SMS marketing campaigns: detailed reporting, tools for growing and managing your SMS subscriber list, and beyond.
Pros
- Create up to 65 different automation triggers
- Segment your subscribers using 40 segmentation filters, including historical Shopify data, SMS activity, data from app integrations, area codes, and more
Unique features
- Create multiple "text-to-join" keywords
- Create QR codes that can be used to opt-in to your subscriber list
Check out Postscript’s integrations here.
Google Analytics
Google Analytics is a free analytics service offered by Google that is designed to provide real-time insights regarding how users find and use your website. With Google Analytics, you can see where your traffic is coming from, the pages that they visit, how much time they spend on each page, detailed demographics of your website visitors, and beyond. This detailed customer data helps you optimize your online store and marketing campaigns alike.
Google Analytics can also connect with any ecommerce platform and offers an incredibly wide range of other integrations as well.
Pros
- Excellent data visualization features
- Create custom data reports
Unique features
- Perform keyword research using Google Analytics's Search Console
- Segment your website visitors and leads for more personalized and targeted campaigns
Learn how to set up and integrate with Google Analytics here.
Canva
Canve is a simple, powerful design platform where anyone can design marketing assets for their website, social media, and more. While most designers prefer more powerful design tools, Canva’s extensive template library and simple drag-and-drop editing features make it the perfect choice for small business owners and single-person marketing teams.
Pros
- Easy to use, regardless of technical or design skills
- Great free model
Unique features
- A large template library with pre-sized images for Instagram stories, Facebook banners, and so much more
- Great collaboration features to help facilitate brainstorming and feedback
Ecommerce social media management
With billions of engaged users all over the globe, social media platforms such as Facebook, Instagram, and Twitter are ripe with marketing opportunities. In addition to solutions for marketing to your social media audience, ecommerce social media management tools can also provide benefits such as automating the process of managing your social profiles and enabling you to turn your social media profiles into customer service channels.
Sprout Social
Sprout Social is an all-in-one social media management tool that offers features like social listening tools for gleaning key insights from your social media audiences, automation tools for automatically scheduling and publishing posts, a centralized inbox for responding to comments and direct messages across multiple platforms, and rich analytics for gauging the results of your social media efforts. If you're looking for a single solution to empower your store's social media strategy, Sprout Social is a wonderful option to consider.
Pros
- Offers a variety of powerful tools and features in a single solution
- Intuitive and easy to use
Unique features
- Social listening tools automatically track and extract key insights from social conversations about your brand
- Publishing and scheduling tools enable you to schedule posts for automatic publishing across all major social media platforms
Check out Sprout Social’s integrations here.
Gorgias
Gorgias's comprehensive customer service platform offers powerful social media management features such as the ability to respond to direct messages, comments, and mentions across platforms from a single dashboard, track sales generated by individual support agents via social media app, and create macros that streamline your day-to-day social media interactions.
Pros
- Powerful, user-friendly social media features and integrations built specifically for online stores
- Offers a broad range of customer support tools to make Instagram, Facebook, and more part of a stellar customer experience
Unique features
- A centralized, user-friendly dashboard for managing social interactions across platforms
- Customizable rules and macros powered by customer sentiment detection
Check out all of Gorgias’s integrations here.
Recart
With over 146 million active users in the United States alone, Facebook Messenger is one of the most popular messaging platforms in existence. With Recart, ecommerce store owners are able to take advantage of this app's popularity by creating automated Facebook Messenger marketing campaigns. Recart also offers tools for helping you grow your Facebook Messenger subscriber list, as well as SMS marketing and list-building features.
Pros
- Makes it incredibly easy to build opt-in popups and automated marketing flows
- Offers a range of useful Facebook Messenger marketing campaign templates
Unique features
- Enables you to create cart abandonment reminders, welcome series, sales promotions, and a range of other automated Facebook Messenger campaigns
- Provides customizable, fast-loading opt-in popups for growing your subscriber lists
Check out Recart's integrations here.
Ecommerce customer relationship management (CRM) tools
Creating an optimized customer experience is a vital goal for all types of retailers, and ecommerce stores are certainly no exception. With ecommerce CRM tools, you can ensure that you are managing your all-important customer relationships in a way that is well-organized and largely automated, freeing you up to focus on other important tasks.
Attentive
Attentive is an SMS and email marketing solution designed to help store owners scale their subscriber lists and engage with those lists in a more personalized manner via enhanced segmentation and targeting. If you would like an all-in-one solution to SMS and email marketing, Attentive can offer everything you need to start building your subscriber lists and generating impactful campaigns.
Pros
- Makes it easy to ensure compliance with SMS and email marketing regulations
- Strategic guidance and resources designed to help store owners optimize their SMS and email campaigns
Unique features
- A design editor that allows you to easily create various sign-up units for your website, social media platforms, emails, and product packaging/in-person marketing initiatives
- Build custom integrations using Attentive's Public APIs and developer resources
Check out Attentive’s integrations here.
Ecommerce sales tools
Ecommerce technologies designed to help you optimize your store's conversion rate and grow its sales can be highly beneficial. Ecommerce sales tools are able to provide a number of capabilities, such as helping you create the ideal sales funnel for your site, helping your sales staff perform customer outreach, and providing you with a wealth of customer data that you can leverage to boost your website's sales.
Certainly
With Certainly, ecommerce store owners can create AI assistants that will guide their site's visitors to recommended products, walk customers through the checkout process, present customers with upsell opportunities, assist with returns, and more. These AI assistants also gather loads of valuable data during their conversations with customers that you can use to optimize the customer experience on your site.
Pros
- Create AI-assistant-guided sales funnels for your site
- Access much more detailed customer data that is acquired via customer conversations with your AI assistants
Unique features
- Certainly Webhook Builder allows you to completely customize your AI assistants
- A wide range of pre-made templates to speed up your time to market
Check out Certainly’s integrations here.
EasyCall
Even in today's digital age, contacting customers by phone remains a lucrative sales strategy. With EasyCall, sales teams are able to manage every aspect of phone-based customer outreach from a single centralized dashboard. EasyCall also makes it easy for customers to get in touch with you by making it simple for you to create a business phone number and web-based call center.
Pros
- EasyCall can easily integrate with almost any CRM tool
- An intuitive call center tool allows for effortless collaboration between your sales and customer support teams
Unique features
- Create a web-based call center without the need to purchase any hardware
- Make international calls without paying international calling fees
Check out EasyCall’s integrations here.
Ecommerce automation tools
Automating time-consuming tasks such as managing email marketing campaigns or building new features into your website can free you and your team up to focus on other responsibilities. If you would like to leverage the power of automation on your website, here are two great automation e-commerce solutions to consider.
Alloy
Alloy is a no-code automation solution for ecommerce stores that allows you to create triggers and automated flows with ease. Alloy is designed to integrate with a wide range of ecommerce tools and platforms so your system is ready to go when a specific event occurs within your store or one of the apps that you rely on, like a sale, customer message, page view, and more.
Pros
- Plenty of customizable triggers, conditions, and executable actions to select from
- Capable of integrating with over 100 different ecommerce tools and platforms
Unique features
- Offers a variety of pre-built workflows in addition to the ability to create your own, customized workflows
- Centralizes data from multiple applications and customer touchpoints
Check out Alloy's integration with Gorgias.
Omnisend
Omnisend is a tool that allows ecommerce store owners to create automated SMS and email marketing campaigns. In addition to templates to help get you started, Omnisdend also offers precision targeting and list segmentation tools, customizable triggers for launching automated campaigns, and in-depth reporting on the results that your SMS and email campaigns generate.
Pros
- Easy to set up and use
- Affordable pricing plans with a completely free plan that offers up to 500 emails per month
Unique features
- A broad range of customizable email and SMS templates to choose from
- Automated list segmenting automatically divides your subscriber lists into targeted list segments
Check out Omnisend's integration with Gorgias.
Mesa
Mesa offers a wide range of automation solutions, including automating customer returns, order tracking, creating customer support tickets, and beyond. With Mesa's large library of pre-built automation workflows and its no-code workflow editor, you can build and customize just about any automation you can imagine — regardless of your coding experience.
Pros
- Makes it easy to build customized automations using only drag-and-drop commands
- A well-regarded support team for helping you make the most of Mesa's many features
Unique features
- A no-code workflow editor that allows you to customize Mesa's pre-built automations or create your own automation from scratch
- A vast selection of pre-built automation workflows
Check out Mesa’s integration page here.
Ecommerce shopping cart tools
Once you successfully direct a customer to the checkout page of your online shop, the battle is still far from over. In fact, the average cart abandonment rate across all industries is right at 70% according to data from Baymard Institute. Thankfully, utilizing the right ecommerce shopping cart tools can help you optimize your customers' checkout experience and keep your cart abandonment rate as low as possible.
Shopaccino
One-part shopping cart tool, one-part plug-n-play ecommerce platform, Shopaccino allows you to turn any website into an ecommerce store by providing features such as payment processing, campaign tracking, inventory management, and more. If you are looking for an all-in-one solution for creating and managing your online shop but would rather use your existing website, then Shopaccino is a great option to consider.
Pros
- Provides the ability to turn any existing website into a fully functional ecommerce store
- Provides APIs for connecting any ERP, accounting system, or other software solution
Unique features
- A large selection of free responsive themes to help you get started building your online store
- Automatically or manually generate coupon discount codes
Check out Shopaccino’s integrations here.
Ecwid
Ecwid is a tool that makes it easy to add products and a checkout page to any website or social media profile. Like Shopaccino, Ecwid can be used to turn your existing website into a fully operational online store. Ecwid also makes it easy to sell across multiple sales channels and platforms, including in-person, on your website, or on your social media profiles.
Pros
- Easily add products and a checkout page to any existing website or social media profile
- Completely free to use
Unique features
- In addition to turning any website or social media profile into a point-of-sale, Ecwid also allows you to easily process and manage in-person sales and accept credit/debit card payments on the go or at your brick-and-mortar location
- Provides automated marketing features such as automated abandoned cart emails and automated PPC advertising
Check out Ecwid’s integrations here.
Ecommerce web development tools
For brand-new stores, most of the tools listed in other sections will be enough to . However, as you grow, you may need additional web development frameworks to help you customize your store, improve efficiencies, and offer the customer experience your shoppers deserve.
Front-end web development
Front-end web development programming languages help you develop, design, and deploy your ecommerce website. They help make your website more interactive, eye-catching, and user-friendly. The main front-end programming languages are:
- Cascading Style Sheets (CSS): Stylizes and formats HTML documents
- Hypertext Markup Language (HTML): The standard markup language for web pages
- JavaScript (JS): Adds more dynamic, interactive elements to your web pages
Back-end web development
If front-end web development is the aesthetics of the house, back-end web development is the plumbing, electricity, and everything else that operates behind the scenes to power the house’s — or your website’s — functionality.
Back-end development is usually custom-built, and requires a few elements:
- Operating system: Windows, Linux, or macOS
- Web server: Apache, Nginx, Microsoft-IIS
- Databases: MySQL, MongoDB, DynamoDB by Amazon, Firebase database by Google, PostgreSQL
- Storage: Amazon Web Services (AQS) S3, Firebase Storage by Google
- Scripting language: Ruby on Rails, Java, Python, Scala, PHP, Spring, Groovy on Grails
If you’re interested in learning more about technical stacks for ecommerce, consider reading more about some of the most popular:
And if this section on web development went over your head, don’t be alarmed. Most stores get away with simple no-code tools until they mature enough to hire outsourced or in-house developers to support.
Ecommerce payment processing software
The ability to securely and conveniently accept payments from customers is a vital capability for any online store. Thankfully, these payment processing solutions make it easy for you to provide your customers with multiple payment processing options: Think of them like payment gateways that connect your store to flows of funds.
Shopify POS
Shopify POS is a point-of-sale solution designed specifically for Shopify stores. It boasts a variety of advantages for Shopify users, including the ability to sync inventory, payments, and orders across multiple Shopify stores, create discounts and loyalty programs, and offer customers flexible shopping options like local pickup, local delivery, and ship-to-customer.
Pros
- Easy and powerful integration with the Shopify platform
- Provides useful inventory management tools in addition to payment processing
Unique features
- Allows you to process payments online, in store, or on your social media channels
- Lets you create detailed customer profiles for use in loyalty and rewards programs
Check out Shopify POS's integrations here.
PayPal
Once integrated into your online store, PayPal allows you to accept both credit/debit card payments as well as payments that are made using the customer's own PayPal account. PayPal also offers convenient point-of-sale devices that enable you to accept credit, debit, and PayPal payments at your brick-and-mortar location.
Pros
- Robust security ensures that your customers' sensitive financial data doesn't fall into the wrong hands
- PayPal speeds up the checkout process for customers with an existing PayPal account, making it much easier for your customers to complete their purchase and thus reducing your cart abandonment rate
Unique features
- PayPal Checkout allows customers to complete their checkout without having to fill in information such as credit card numbers and shipping addresses
- PayPal Marketing Solutions provides insights into how your customers are shopping
Learn how to integrate with PayPal here.
Square
Like PayPal, Square offers both ecommerce and in-person payment processing solutions. While Square is best known for its point-of-sale devices that make in-person payment processing secure and convenient, Square can also be integrated with your online store to allow you to easily accept credit/debit card payments.
Pros
- Slightly lower fees than PayPal and other payment processing solutions
- Exceptional point-of-sale devices for in-person sales, including a free card reader
Unique features
- 24/7 live chat support
- Square offers a feature that allows customers to book appointments with your company through its website
Check out Square’s integrations here.
Recharge
Recharge is a subscription billing platform for Shopify stores that allows store owners to sell subscription-based products and services. If you are selling subscription-based goods such as replenishable goods or subscription boxes, Recharge can help you manage the complex billing in a way that is easy and largely automated.
Pros
- Detailed analytics and reporting
- ReCharge is the only Shopify Plus partner designed specifically for subscriptions
Unique features
- A gifting function that allows customers to gift a subscription to another person
- Upsell workflows to help increase your average order value
Check out Recharge’s Tech Partners list of best-in-class integrations here. Or, see the full integrations directory.
Ecommerce customer service software
Excellent customer service is a key pillar of ecommerce success. With these ecommerce customer service software solutions, you can integrate live chat customer support into your website, create automated chatbots for handling common questions and customer support issues, and automate other time-consuming elements of customer support.
Gorgias
Gorgias is an all-in-one customer service solution built specifically for merchants in the ecommerce industry.
The tool provides live chat customer support capabilities and self-service options such as a dedicated help center and knowledge base. This platform also offers a wide range of automations and macros for automating much of your customer service responsibilities. If you are looking for a comprehensive solution to ecommerce customer service that will save your customer support team time and resources and give your customers the help they need, Gorgias is an excellent solution.
Pros
- Gorgias centralizes all of your multichannel support tickets in one place, allowing your customer support team to edit orders, modify subscriptions, and refund payments without leaving the helpdesk
- Can connect with Shopify, BigCommerce, and Magento stores to bring your products and shopper history right into the helpdesk
Unique features
- Live chat customer support with the ability to automatically message customers first during key events
- Macros and rules that allow you to automate customer service tasks such as providing shipment updates or creating customer support tickets
Check out all Gorgias integrations here.
Stella Connect
Stella Connect is a tool designed to help business owners manage remote customer support teams. With Stella Connect, you can manage your entire customer support team from one centralized dashboard, or integrate with Gorgias for an even more robust solution for remote teams. You can also schedule one-on-one meetings with customer support agents, provide agents with real-time customer feedback and more, making Stella Connect an excellent choice for business owners who rely on remote workers as their customer support staff.
Pros
- Centralizes and streamlines all aspects of remote customer support team management
- Provides detailed customer data that you can use to improve your customer support performance
Unique features
- Create and implement automated customer support workflows
- Create rewards and incentive programs for customer support agents
Check out Stella Connect’s integrations here.
Still not satisfied? Check out our list of the best:
Ecommerce chat tools
Installing chat tools on your website is one of the best ways to boost order value while making customer support more convenient for your customers. In fact, nearly 80% of businesses say offering live chat features has positively impacted sales, revenue, and customer loyalty.
Chat solutions for ecommerce stores can come in two different forms: live chat and automated chatbots. Implementing a live chat solution lets customers connect with a live support agent via a chat widget on your website. Chatbots, meanwhile, are AI-powered chat tools that auto-reply to common customer questions and issues according to rules you create and macros and resources you build ahead of time.
In both cases, ecommerce chat tools can be a powerful way to make your support channels more accessible to customers while reducing the workload of your support team. Here are the tools that can help you do it.
Gorgias
Gorgias offers a fast-loading and easy-to-install live chat widget that lets customers easily connect with a support agent any time they visit your website. In addition to live chat widgets built into your ecommerce store, Gorgias also gives you the power of live chat support via Facebook Messenger and SMS. For common questions and issues, Gorgias offers rules and macros that can be used to create automated responses, allowing you to quickly address the questions your brand receives most and turn them into sales opportunities.
Pros
- Gorgias's fast-loading live chat widget won't slow down your website
- Your live chat support agents can manage conversations across multiple platforms from a single dashboard
Unique features
- Provides support agents easy access to key details, like shopper history and inventory levels, during any live chat conversation
- Allows you to automatically trigger live chat campaigns based on a variety of events and customer actions
- Includes customer sentiment tools to automatically sort chat-based requests by priority and keep tickets organized
Learn more about the Gorgias live chat tool here.
Ada
Ada is a solution that provides AI-powered chatbots for customer experience, sales, and support purposes. In addition to automated customer support chatbots that are able to address common questions and issues, Ada offers chatbots that will proactively engage customers when they visit your store. These proactive outbound messaging chatbots can be used to automatically deliver timely content to customers that is personalized based on their actions and interests.
Pros
- No-code automation and one-click integrations make Ada easy to set up and use
- Chatbots deliver personalized responses based on customer data that feel like an interaction with an actual human agent
Unique features
- Intent and sentiment detections for delivering relevant, personalized responses
- Capable of automatically routing customer inquiries to your sales or customer support team
Check out Ada's integration with Gorgias.
Still not satisfied? Check out our lists of the best:
- Best live chat apps for Shopify
- Best live chat apps for BigCommerce
- Best live chat apps for Magento 2 Stores
- Best live chat apps for overall ecommerce
- Best live chat apps (industry agnostic)
Ecommerce returns and shipping tools
Managing returns and shipping is a hassle that most online store owners would rather do without. Fortunately, there are high-quality tools available that allow you to automate many of the responsibilities associated with handling shipping and returns. By providing customers with self-service return options, automatically sending out shipping updates, and more, the following two tools can go a long way toward streamlining the logistics side of your business.
ReturnLogic
ReturnLogic is designed to automate the entire returns process by enabling you to create automated return workflows, automatically updating your inventory, and making it easy for you and your customers alike to track the status of returns. ReturnLogic also provides complete visibility to your customer support team, making it easy for them to access a customer's purchase history and issue refunds and returns.
Pros
- Creates a completely transparent returns process that is easier for both your customers and support agents to navigate
- Provides analytics on your returns that you can use to lower your return rate
Unique features
- Barcode scanner functionality that allows you to update the status of a returned item with a simple scan
- 3PL and ERP integrations that allow you to seamlessly connect ReturnLogic with your existing inventory management systems or logistics provider
Check out ReturnLogic’s integrations here.
Wonderment
Wonderment is an order-tracking platform that seeks to reduce customer support tickets regarding order status by providing customers with automated shipping updates. With Wonderment, you can automate shipping notifications via email or SMS, send internal notifications regarding delayed or lost orders, and create custom, fully-branded shipping alerts.
Pros
- Seamless and customizable shipping update automation options
- Helps stores be more proactive about resolving issues that could otherwise lead to customer support tickets
Unique features
- View the status of all of your shipments from one dashboard
- Integrates with Klaviyo, making it easy to send customized and automated shipping update emails
Check out Wonderment’s integrations here.
Loop Returns
Encouraging exchanges for returned products rather than refunds is a great way to reduce the often substantial impact that product returns have on a store's bottom line. With Loop Returns, online store owners can create a customized product return portal where customers can return their purchases and manage exchanges without needing to contact the support team, among other helpful features.
Pros
- Customizable product return portals allow customers to manage returns themselves and reduce your support team's workload
- Meaningful metrics provide insight into your returns and refunds and identify supply chain, positioning, and other issues
Unique features
- Enables customers to automatically apply the value of their return to any order using the "Shop Now" feature
- Allows you to apply variable bonus credits to customers who choose to exchange their returned product
Check out the Loop Returns integration with Gorgias.
ShipBob
More of a logistics service provider than an application, ShipBob is a service that allows ecommerce store owners to ship their products in bulk to ShipBob warehouses across the country. Once you've delivered your products, ShipBob then takes over all inventory management and order fulfillment responsibilities on behalf of your online store — picking, packing, and shipping products to customers as they're ordered.
Pros
- ShipBob completely eliminates the burden of order fulfillment, including managing product returns
- Strategically located warehouses allow you to offer faster shipping to locations across the country
Unique features
- Includes built-in reports and analytics that provide a window into product performance
- Offers a comprehensive help center that will help you master the platform and resolve any issues that you might experience
Check out ShipBob's integration with Gorgias.
AfterShip
Providing customers with the ability to easily track their shipments is one of the most important parts of creating an optimized post-purchase experience. With AfterShip, you can create customized order tracking pages that allow customers to follow the location and status of their orders on your website. AfterShip's user-facing dashboard also enables you and your staff to easily monitor purchases and returns.
Pros
- Simplifies the tracking of purchases and returns for both your staff and your customers
- Plenty of customization options make it easy to create tracking pages that are on-brand and optimized for your store theme
Unique features
- Provides a range of automated post-purchase workflow templates, such as shipping notifications
- Provides detailed analytics around your shipping performance and post-purchase experience
Check out AfterShip's integration with Gorgias.
Add Gorgias to your ecommerce tech stack to give your customers the top-notch service that keeps them coming back
From boosting your sales to streamlining the customer support process, creating a tech stack for your ecommerce store that is complete with the best ecommerce solutions can offer a wide range of advantages. At Gorgias, we are committed to helping our clients improve the quality of their customer support while at the same time making their entire customer support process more efficient with our industry-leading ecommerce customer support solutions.
See for yourself how Gorgias can help you provide your customers with the service they deserve — try out Gorgias today!
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