So you got the purchase. Somehow you tricked the visitor into buying whatever you’re selling. (If you still struggle with that check this links digest on conversion optimization )
Are you giving a party for this? Hope not, because there is the post purchase optimization. And you have some work to do right now.
1. Thank you page optimization
Did you say “Thank you”? If not go and modify it right away. We’ll continue thereafter.
Now, on this page you have the opportunity to deepen your relationship with your newest customer. They are still on your website, money it’s on the way to your pocket.
Think about a micro conversion (check additional services, add a new product to the cart, subscribe to your social fan page)
Tips:
- Add links to addition products or services you use
- Expand order with cross-sells products
- List your social media pages
2. Create account if guest checkout
Most customers resent being forced into registering an account during the checkout process. Not it’s more easily to for them because you should be asking less information in your form fields.
You presumably have their email address, name from the purchase. Only ask for a password and you’re done.
Tips:
Present the benefits of creating an account with your business. Maybe discounts, private groups, free stuff or anything you can do to convince them to create a valid account.
3. Subscribe to newsletter
Becoming your customer doesn’t mean you should start sending newsletters without consent to do so. Ask for their permission, because they are very inclined to do it. Don’t forget to give something back in exchange: a small voucher, a free shipping for the next order.
Tips:
Building your own email list is one of the most powerful things you can do.
And adding new subscribers right after purchase is a good way to do it. They already voted for you when doing the purchase.
4. Extra-limited offer for cross-sell
This is easy-money if done right. Adding a new product to the purchase it’s just a click away. So is the revenue in your pocket.
There is some intelligence to apply here: only promote items with the highest chance of being purchased: auxiliary items for their purchase work best. And a time limit discount guarantees you a success.
Tips:
Increase Average Order Value with Cross-sell is one of the best methods. Your tech stack needs to be able to do this (update order) or just create a separate order (you already have the data) and you manage to combine them later on.
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5. Download mobile app
If you don’t have a responsive website or a mobile app, you should leave this blog and look for programmers. Otherwise remind your customers that you are available on mobile and they can buy even on the road from mobile phones/tablets.
Tips:
Do you also have a mobile app and the order was done on desktop or mobile web? Then it’s your opportunity to drive traffic to download your mobile app. I bet you invested lots of money into it already.
6. Give something free
Want to secure a second purchase? Start now to increase customers loyalty. Something unexpected will increase emotion and make your customer happy. Have you ever won the lottery? The same feelings apply, making them want to come back soon.
Tips:
This increases customer happiness and retention (read more money and profits)./.
7. Do a short survey
Here is the best place to learn more about your customers. The job is done, so they have more time investing in filling a short survey. Here are some recommendations of questions to be asked (from here):
- How did you find our store?
- Why did you buy from us?
- What other items have you considered purchasing?
- What method do you prefer for connecting with us?
- Would you recommend us to a friend?
Tips:
Doing surveys and collecting customer data can happened at any point during customer journey.
A conversion should not be your ultimately goal. Customer retention makes you win on the long run!
