Benefits of User Experience driving retailers to implement virtual queues in 2021
In the rapidly evolving world of e-commerce, virtual waiting rooms have emerged as a crucial tool for retailers to manage customer expectations, foster real-time communication, and deliver a seamless shopping experience.
As academic studies reveal, a positive waiting experience is not solely dependent on the length of time spent waiting, but rather how shoppers feel during that period. Virtual waiting rooms re-conceptualise waiting as progress, offering a progress bar that provides a visual indication of the wait time, thereby redefining the shopping experience.
One of the key benefits of virtual waiting rooms is their ability to boost sales by increasing conversion rates, even if fewer visitors reach the site. This is achieved by tapping into social proof, showcasing popular products and encouraging visitors to join the queue. Moreover, these waiting rooms can be customised to match the retailer's brand, voice, and creative, enhancing the overall user experience.
The surge in online retail due to the pandemic has led to a dramatic shift towards the adoption of virtual waiting rooms. In Germany, multiple online retailers have embraced this technology, particularly during high-demand product launches or sales events. This approach aims to prevent website overload, maintain orderly queueing, and ensure a smooth customer experience, a stark contrast to the frequent website crashes caused by sudden surges in visits in the past.
High-end fashion retailer Winkelstraat.nl is among those reaping the benefits of virtual waiting rooms. During their Black Friday sales, they reported an enormous increase in conversion rates. The use of these waiting rooms has surged in 2021, mirroring the skyrocketing growth of online retail nearly overnight.
Virtual waiting rooms also serve as a safety net for retailers, preventing crashes and slowdowns on their websites. They provide transparency to shoppers, showing them their estimated wait time and position in line. Furthermore, they allow for fair distribution of resources, randomising shoppers coming early to a sale or implementing a first-come, first-served order.
Email notifications when it's a visitor's turn in line and the ability to engage shoppers by embedding files, links, and videos about products on the waiting room page are additional features that enhance the user experience.
In essence, virtual waiting rooms provide a cost-effective way for retailers to get more value from the visitors they already have, empowering them to grow their business faster. As online retail continues to evolve, it's clear that virtual waiting rooms will play an increasingly important role in shaping the e-commerce landscape.
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