Introduction
Retaining customers is critical for any ecommerce business. While factors like good products and fair prices are essential, there is one unexpected driver of customer retention that many overlook – the post-purchase experience.
In this article, I’ll explain why the post-purchase experience is so vital for customer retention and share tips on how you can optimize it. Follow these strategies, and you’ll be able to convert more one-time buyers into lifetime customers.
The Importance of the Post-Purchase Experience
The transaction doesn’t end when the buyer clicks “Place Order”. The experience they have after the sale can drastically impact whether they’ll come back or not.
Here are three reasons why the post-purchase experience is an unexpected driver of retention:
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- It heavily influences repurchasing. Over 85% of consumers will not return to an online marketplace once the experiences two negative experiences [source].
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- It can make up for subpar products. Over 90% of customers say the experience a company provides is just as important as your products [source].
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- It builds loyalty and advocacy. Customers who have a seamless post-purchase experience are much more likely to recommend your store to others.
Clearly, you can’t afford to overlook this. Now let’s explore some tips to optimize your post-purchase journey.
Confirm Order Details Promptly
After a customer completes an order, send an order confirmation email immediately. Include order details like:
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- Items purchased
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- Quantities
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- Prices
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- Total amount paid
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- Payment confirmation
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- Estimated delivery timeframe
Getting this information to the customer quickly prevents confusion down the line. It also makes them feel their business is appreciated.
You can make order confirmations extra helpful by adding links to:
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- Track shipping status
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- View invoices
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- Access online order history
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- Get support if needed
Set Realistic Delivery Expectations
There’s nothing more frustrating than when an order shows up late with no warning. Make sure customers know:
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- Standard processing and shipping times. Share this prominently on your website and reiterate it in confirmation emails.
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- Status updates if delays occur. Send emails with revised delivery estimates and the reason if orders will be late.
Giving accurate timeframes, then updating customers if issues arise shows you respect their time. This builds immense goodwill.
Get Packaging Right
Pack items securely to prevent damage and use branded, attractive packaging. This help provides a positive unboxing experience for your customers.
You can take packaging further by:
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- Using cushioned envelopes or boxes to prevent breakage
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- Adding custom tape with your logo
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- Inserting free samples or coupons to delight them
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- Using eco-friendly or recyclable materials
Going the extra mile shows customers their business is valued. This encourages repeat purchases.
Include Thoughtful Inserts
Include a packing slip detailing exactly what was shipped.
Further, consider adding a hand-signed thank you note. This personal touch can wow customers.
You can also include useful inserts like:
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- Care instructions
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- Warranty information
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- Set up guides
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- Feedback surveys
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- Coupons or promos for future purchases
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- Return labels and information
Useful inserts show customers you want to provide the best experience even after they pay.
Follow Up Post-Delivery
Just because an order arrived on time doesn’t mean your job is done. Follow up with customers to ensure satisfaction.
Send an email or postcard after delivery asking if:
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- The order arrived safely
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- It meets their expectations
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- They need support using or caring for an item
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- They’d like to share feedback
This shows you stand behind your product and care about their experience. It also gives you valuable input to improve customer journeys.
Make Returns/Exchanges Simple
No matter how hard you try, some customers will need to return or exchange items. Make this as seamless as possible by:
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- Offering free, pre-paid return shipping labels
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- Providing a returns portal for starting the process online
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- Giving a generous 30+ day return window
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- Quickly issuing refunds upon inspection
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- Allowing exchanges for other sizes/colors if inventory allows
The easier you make returns, the more customers will think “Wow, they really want me to be happy!” This breeds immense loyalty.
Key Takeaways
Optimizing the post-purchase experience through order confirmations, setting delivery expectations, great packaging, useful inserts, follow up, and easy returns is vital for customer retention. Master these areas, and you’ll transform more buyers into lifelong, loyal customers.
Focus on making every customer feel genuinely appreciated, not just during the sale, but long after they pay. This level of care delights customers and earns their repeat business for years to come.