How to improve customer retention through an exceptional post-purchase experience
Your customer bought from you. Now what?
Congratulations on that sale you’ve recently made! As that confirmation lands in your inbox, there's the satisfying sound of success – familiar yet thrilling every single time. But in celebrating this win, you know the job isn’t done.
Consider this – the probability of selling to an existing customer is 60-70%, while to a new prospect is just 5-20%. Every dollar spent on customer retention can yield up to $25 in return revenue (source: Upscribe). These stats lead us to one crucial question - What are we doing to invite the same customers to shop again, turning today’s win into a regular pattern?
The customer clicked that buy button, made the purchase, and chose you over countless others. Does the story end here? Or is it, in fact, the beginning of something more substantial, more profitable - a long-term relationship!?
What is the post-purchase experience?
Post the purchase click; there is a valuable customer journey - packaging, delivery, customer service, and more. It's the post-purchase experience that serves as a founding platform of customer loyalty. A seamless and delightful one can keep your customers coming back for more, and it begins the moment they complete their purchase - with that order confirmation page and email.
Turning one-time purchases into repeats through each step in the post-purchase experience
Order confirmation
Start with an immediate, precise, and friendly order confirmation. Don't keep them second-guessing their purchase. The order confirmation usually consists of an order confirmation page and a following email. It’s not just about confirming your customer's purchase; the information you include in this step is crucial and ensures they feel valued, informed, and in control of their purchase.
Self-service options
In the age of immediacy, customers cherish convenience – the ability to make modifications at their own pace. Including self-service options, such as the ability to edit their orders on the confirmation page, can significantly enhance their post-purchase experience.
Offer features like editing the order details (maybe they chose the wrong color of that cozy sweater or realized the shoes are one size too small), changing the shipping address, or modifying the delivery date. Cleverific Order Editor, for example, facilitates these changes swiftly and seamlessly.
The goal is simple: lessen their dependency on customer support, reduce the likelihood of canceled orders, and establish that you value their time and preferences.
Additional information
Details of Purchase
Reiterate the specifics of their order, like the product details, quantity, pricing, and estimated delivery time. Empower them with clarity.Shipping Information
Provide a tracking link or number for their order. Let them track their coveted package's journey.Returns Policy
Furnish a brief summary of your returns policy or link to a more detailed policy page. Keep them informed, reduce fear of commitment, and build trust.Support Contacts
Offering customer support contact details lets them know you're there if they need you.FAQ section
A well-organized FAQ section can help answer common queries, tackling potential concerns proactively.Cross-Sell or Upsell
Subtly showcase related products they might be interested in. It's proven that customers who have just made a purchase are more likely to buy again.Social Media Handles
Encourage them to follow your brand on social media platforms, enhancing the sense of community.Personal Touch
A Thank You note, an appreciative message, or fun facts about the product or your brand adds a dash of humanity and warmth. Let them know the people behind the brand.
Remember, while confirming order details is the primary aim of an order confirmation page, going the extra mile can turn this perfunctory interaction into a delightful experience that fosters loyalty. The goal is to make your customers feel informed and appreciated—a surefire way to set your brand apart and enhance your customers' post-purchase satisfaction.
Shipping & delivery
Shipping and delivery are critical drivers in customer satisfaction and loyalty. Yes, they're logistical necessities, but they’re also strategic opportunities to delight customers and secure repeat business. The trifecta of effective shipping and delivery strategy? Transparency, constant communication, and speed.
Transparency
Clearly outline your shipping process, costs, and anticipated delivery timelines at the checkout. A study by Metapack found that 54% of shoppers expect to see the delivery options before they reach the checkout point. A surprise shipping fee or misleading delivery timeline towards the end can lead to cart abandonment and a tarnished brand reputation.
Regular updates
With the package dispatched, it’s time to switch gears and focus on keeping your customers looped into their order journey. Regular email updates or SMS alerts with delivery progress bolster the customer trust in your brand. Offer a tracking link or continuous delivery updates; they not only build anticipation but serve to minimize customer queries and complaints.
Speedy delivery
A report from Zebra showed that 66% of shoppers choose stores based on convenience and proximity to minimize delivery time. Another study suggests that 88% of consumers are willing to pay for same-day or faster delivery.
While ultra-fast delivery may not always be feasible for all businesses, it's crucial to fulfill your promised delivery times. Ecommerce giants might have set high expectations, but most customers understand and appreciate that smaller retailers may need more delivery time. The key is to be upfront about your timelines and strive to meet or exceed them.
Furthermore, consider offering varied shipping options to cater to different customer preferences like standard, express, or same-day delivery options. This element of choice can enhance the overall post-purchase experience.
Packaging
Pack your product to impress. Packaging isn’t a a mere protective measure for your product. A thoughtful, secure, and environmentally friendly package is just as important as what's inside.
The unboxing experience packs an emotional punch. It speaks volumes about your brand personality, care for customers, and commitment to the environment.
Beyond the brown box
The Ecommerce Packaging Survey reports that a whopping 40.5% of online shoppers say branded packaging makes them more likely to recommend a product to friends and over 1/3rd are more likely to share it on social media. Now, who wouldn't want to impress their customers and attract some free marketing on the side?
Eco-friendly packaging
There's a rising trend of consumers preferring brands with eco-friendly practices—the same applies to packaging. Using biodegradable, recycled, or minimal materials showcases your brand's responsibility towards the environment, which can win your customers' hearts (and loyalty!).
A Dotcom Distribution study revealed that 57% of shoppers said eco-friendly packaging is important to them. Such a packaging approach not only charms eco-conscious consumers but also lowers your carbon footprint. Win-win!
From Unboxing to Video Sharing
Encouraging your customers to film their unboxing experience could be the cherry on top of your packaging strategy. This trend has taken social media by storm, with a simple YouTube search for 'unboxing' generating more than 90 million results.
Creating an unboxing moment can generate user-generated content, foster stronger brand engagement, and drive free marketing across social platforms. You could also incentivize unboxing videos with a contest or discounts on future purchases.
Making Your Packaging Memorable: It's in the Details
Consider these elements to enhance your package's appeal and construct a memorable unboxing experience:
Personalized notes
Including a thank-you note or a handwritten message can add a personal touch and make customers feel valued.Samples or promotional gifts
A pleasant surprise goes a long way! Small samples of your other products or promotional gifts can work as an effective cross-selling strategy.Care instructions
If your product needs special instruction for its maintenance or assembly, well-crafted, easy-to-follow guidelines show attention to detail and customer care.Discount for next purchase
Embed discount codes or offers for their next purchase. It’s an effective way of stimulating repeat purchases.
Customer service
Your customer has made a purchase, and their product is en route. This may seem like an idle period, but your customer service must be as alert as a hawk here. Your ability to offer effective, empathetic support during this stage is a real make-or-break for customer loyalty.
Response time
In the race to secure customer loyalty, an immediate response to concerns is non-negotiable. A survey by SuperOffice highlights that 88% of customers expect a response from your business within 60 minutes, while 30% expect a response within 15 minutes or less!
Luckily, there are strategies and tools to make sure you provide the quickest possible responses via customer self-service:
Cleverific Order Editor’s Customer Portal to allow customers to make simple order changes before they ship
an FAQ page
a chatbot
How-to videos
Most Common Post-Purchase Queries
Knowing what concerns customers post-purchase can better prepare your customer service team. Some common issues include:
Order Changes
Frequently, the customer might have last-minute changes in their order - they may want to change the size, color, or quantity of an item.👉Try Cleverific Order Editor on your Shopify store to make any order change your customers throw at you.
Delivery tracking
Customers often inquire about their product's delivery status, particularly if the delivery takes longer than expected.Payment queries
Sometimes, customers may face difficulty with their payment methods or may request changes in their payment options.Returns/Refunds
If the product delivered isn’t up to the mark, doesn't fit, or isn't what they expected it to be, customers typically reach out to inquire about the return/refund procedure.Product Issues
f there's an issue with the product upon arrival – a faulty piece, missing parts, etc., customers often get in touch immediately to seek a resolution.
Planning a thorough response strategy around these areas can reduce customer anxiety, increase their contentment, and inspire lasting loyalty.
Spotlight: the high stakes of post-purchase experience
So why invest time, effort, and money in sculpting an impressible post-purchase experience? Because it forms the basis of customer loyalty. A study by Bain & Company indicates that increasing customer retention rates by just 5% can increase profits by anywhere from 25% to 95%.
If every customer that shops today returned tomorrow, your sales volume and, thus, profits could theoretically double. And that is the business case for an engaged, strategic focus on the post-purchase experience. As an ecommerce merchant, the battle isn’t just winning over customers; it’s keeping them.
