Illustrative example · the store is invented
Example Home Store · IdoSell · about 900 orders a month
Easy to buy from. Hard to get an answer from: delivery time, sizes and returns all need an email.
Findings
- Policies
“14 days to return” in the terms. “30 days, no questions asked” in the product page footer.
Found on: Terms page and every product page
- Delivery
“Free delivery from €50” in the footer. The checkout applies it from €60.
Found on: Footer and checkout, step 2
- Reply time
Test email sent Tuesday 21:14. Answered Thursday 10:02, 37 hours later.
Found on: Support address on the contact page
- Chat widget
Asked “When will it arrive if I order today?” The answer: “Please contact us by email.”
Found on: Chat widget, Sunday 20:40
- Product data
38 of the 50 products we opened have no size table. 4 show a price of 0.
Found on: Category “Bedding”, 50 products
Against the benchmark
At 900 orders a month, the stores we measured get 40 to 185 chats a month. 56% of conversations start outside office hours.
What we would fix first
- One return period, stated the same way on every page. Do it yourself
- Delivery time on the product page, next to the price. Do it yourself
- Size tables on the 38 products. Do it yourself
- An answer for the customer who writes at 21:00 on a Sunday. Needs a tool
Signed by the person who did the audit. Reply to the email and they answer.