Statistics also show that 74% of internet startups usually fail. Clearly, proper planning and strategy is a must if you want to find e-commerce success. Add to that, in most cases, it simply costs more to reach a new customer than to keep an existing customer happy.
Therefore, in order to keep customers happy, it makes sense to spend time focusing on encouraging positive post-purchase behavior.
In this post, we talk all about post-purchase behavior of your customers, and how to make their experience better.
Why you should focus on post-purchase behavior
Many e-commerce shops focus on revenue but not the totality of the customer experience.
Part of the customer experience is what happens post-purchase, or the period of time after which a customer acquires your product or service. This final stage in the customer journey is often neglected (PDF study), which can affect customer retention rates, subsequently affecting income and revenue.
The simple act of optimizing to encourage positive post-purchase behavior can have a great impact on the rest of your e-commerce business. Optimizing for post-purchase behavior has a direct impact on customer satisfaction, which can increase purchases and customer loyalty/retention, leading to more brand advocates, and increased income and sales.
Ready to rise above the companies who are throwing away money with a sole focus on acquiring new business, at the expense of keeping existing customers happy?
Here are some tips to optimize for positive post-purchase behavior with WooCommerce:
1. Offer excellent customer support
One of the things e-commerce customers complain about most is a lack of post-purchase customer support.
According to research from CMO Council and LiveTechnology, 56% of customers find their post-purchase experiences with e-retailers disappointing. Of the things e-commerce businesses can do, 51% of consumers say that improving technical assistance is the top priority, followed by improving warranty/claims processing (38%), and better repair/maintenance (35%).
In order to effectively optimize for positive post-purchase behavior, communication must be timely: it has been found that customers want a response from a company within five minutes or less and that 93% of companies cannot achieve this!
- 32 companies – 7% – responded within 5 minutes
- 240 companies – 55% – took 5+ days to respond or didn’t respond at all
To keep up, consider implementing chatbots that run on AI/machine learning – especially if you don’t have the budget for dedicated customer service agents.
Looking for a case study to model your own WooCommerce customer service experience off of?
Examples of great customer support include Best Buy’s Geek Squad services, which help customers install and repair products whether in-store, at home, online or over the phone. IKEA has created their own interesting but effective customer support experience by acquiring TaskRabbit, which connects people to on-demand workers who can complete specific tasks.
Here are a few more quick hits for optimizing for positive post-purchase behavior in terms of customer support:
- Offer customer support on all social channels where you’re present. It doesn’t matter if you already offer support on your website – even if you don’t have an existing process for handling social customer support, people will still hold you responsible for answering their posted queries there. Sprout Social’s Smart Inbox tool makes it easy to handle and delegate incoming social inquiries.
- Make sure that your contact details are visible and easy to find so that customers can easily get in touch.
- Have a visible and clear FAQ page for customers’ most common questions and concerns.
- Integrate customer profiles with your ticketing system. WooCommerce offers a variety of customer service integrations that can help you communicate with your customers, such as Help Scout, Freshdesk, and others.
2. Provide timely communication regarding order statuses
Customers want to be kept in the loop about their order status from the moment they complete a purchase.
Although email is the best and most well-known platform for e-commerce customer communications, channels like text and push notifications are also becoming popular, as 38% of consumers want to hear from retailers in multiple ways.
Unless an order was a total impulse buy, customers usually feel good about the things they’ve purchased and are more open to receiving post-purchase emails from the companies they’ve purchased from. In fact, post-purchase emails have double the open rates of regular promotional emails.
Here are a few tips to optimize your post-purchase emails:
- Keep the tone light and upbeat.
- Don’t be pushy, especially if you’re trying to upsell. Suggestions are fine – especially if you can incentivize your recipient with a special discount.
- Encourage engagement by asking customers to share their purchases on social media, inviting them to follow you on social media and sign up for your email list, inviting them to complete a satisfaction survey, and asking them to leave a review once they receive their purchase.
3. Encourage customers to join your loyalty program
Loyalty programs are a great way to reward existing customers and encourage them to continue patronizing your brand. Because most people already have a wallet full of punch cards and a smartphone full of loyalty program apps, yours must be uncomplicated and easy to join in order to encourage sign-ups.
- Make the rewards more about earning points and not so much about giving away discounts.
- Create a dedicated landing page that details the loyalty program’s benefits and how to join.
- Frequently promote the program on your email list and social media.
WooCommerce offers a Points and Rewards extension that can help you easily manage your loyalty program.
4. Send personalized messages
Besides ensuring that email messages are timely, adding personalization can help to improve post-purchase behavior. After all, people appreciate (seemingly) one-to-one emails over something that feels more like a mass send.
86% of consumers say personalization plays an important role in their buying decisions (PDF study) and 87% of shoppers said they are driven to buy more when online stores incorporate personalization. Furthermore, personalized messages deliver 6x higher transaction rates.
Nowadays, technology has made it possible for businesses to take a step further: sending personalized product recommendations. Amazon is said to make 35% of its revenue from cross-selling in this way.
Final thoughts: How to encourage profitable post-purchase behavior with WooCommerce
Spending time on the post-purchase experience can feel like unnecessary effort but the numbers are there to support this focus. By keeping customers happy, you’re building a trusting relationship that will continue to reap rewards in terms of an increased customer lifetime value and brand advocates who help you reach new customers.
Start by showing your customers that you value them by giving them the attention they need. Communicate and engage with them in a timely manner. Show that you’re listening to them and are in tune with their preferences, and they will be yours forever.
What do you think of the whole idea of improving the post-purchase experience in WooCommerce? Have you started working on your store in that area? What is your no.1 challenge with that? Let us know in the comments or tweet @codeinwp
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