When it comes to
engaging a group of customers for the new product or any other product then
your existing customers are the best option to target. Targeting an existing
customer will automatically reduce your ad spends because they know about your
eCommerce store.
But here comes the
twist, engaging an existing customer depends on how you treated your customer
in the post-purchase stage. Most of the eCommerce business commits a mistake by
ignoring their customer in the post-purchase stage.
A successful eCommerce
website always nurtures its existing customers and provides a satisfactory
post-purchase experience. To repeat engagement and drive more conversion you
need to have an effective post-purchase customer experience strategy that can help
you to drive more revenue.
Therefore in this
article, we are going to draw your attention to something that can help your
eCommerce business to outperform your competitor. We will be discussing why you
should focus on your post-purchase stage and how you can improve your
customer’s post-purchase experience.
If you are looking to
create a buyer persona for your business then check our article on How
To Identify The Right Buyer Persona For An Ecommerce Store In 2020?
Why do eCommerce websites focus on the post-purchase stage?
Most of the eCommerce
businesses focus on improving their sales and revenue. Only a few care about
their customer and focus on optimizing their customer experience. Post-purchase
and customer experience are very much relatable, once your customer purchases
any service or products from your e-store then the real engagement starts.
In the buying cycle,
your customer analyzes and evaluates your product & brand. You may think
that after a customer makes a purchase form your e-store the buying cycle ends.
Well, that’s not how it works, the actual buying journey starts after a
customer purchases your e-store.
For example, if any of
the customers visit your website to book a flight ticket. Then he will simply
enter the destination, details and book the flight. What do you think his
buying journey ends after purchasing the ticket? Many of you may think that
their buying journey is over but the actual engagement starts after a customer
makes the purchase.
After customers
purchase a product, you can use upsell to advertise additional products like
adding meals, upgrading the tickets and providing various options for
traveling, etc. The same goes for every industry no matter what your niche is
about, whether you are selling cloth, appliances, subscription or any other
items. The post-purchase stage can play a crucial role in increasing your sales
and revenue.
There are various
strategies out there that can help you to improve your customer experience,
make them feel welcome and ask them to return and make the purchase from your
store in the future. Optimizing your post-purchase behavior can improve your
eCommerce business reputation and increase your customer satisfaction.
Tips to optimize the post-purchase experience of your
customers:
1. Make use of your transactional emails
Most of the brands
make a mistake by simply sending the simple transaction email with the order
number, tracking number, link, etc. Your transactional emails are the ones that
your customer will open at any cost to get all the details. So, You can make
use of it to advertise your most selling product in front of your audience.
A post-purchase email
has the highest chances of engagement than the normal marketing email. It means
your transactional email will have your customer’s attention because they
purchased from your store so they will look for every detail.
Generally, an
eCommerce website sends two different types of post-purchase emails: a
transactional email and a thank you email. Remember you are competing with many
e-commerce websites so you have to use unconventional ways to attract your
customer’s attention to different products.
You can use the data
and depending on that you can offer some relatable products. For example, your
customer has bought jeans from your eCommerce store then you can recommend them
shoes, T-shirts, jackets that relate to the product they brought. Because those
are the products that can encourage you the customer to visit back on your
website to check the details.
If you look at the
image then you analyze how Amazon is making a smart move by engaging their
customer by offering the same kind of product in the transactional email. You
can make use of this example to understand how this works and implement it in
your marketing and branding strategy. Read
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