Yea but then what...?
If there's one thing I wish I would have learned earlier in my ecom journey, it's this:
The purchase transaction is not the finish line.
If you let off the gas at "thank you for your order", you're missing out on the perfect alley-oop (I don't know if this is true...not really a sports person) to set yourself up for another purchase.
Before you come for me about how you hate getting pressured to buy more right after you just bought....
That's not what I'm talking about.
I'm talking about getting rid of the anxiety that piles on as soon as they click buy. (Buyer's remorse is real and instant)
I'm talking about making sure they know exactly what to expect so they can look forward to it.
I'm talking about getting the messaging in the right order so the next purchase is the obvious next step.
The first purchase just the warm up for what will hopefully be a long and loyal customer relationship.
This month in Email Express Lane we're exploring Post Purchase and Onboarding Flows.
In other words...
What happens after they click "buy"?
The goal is to make sure they click buy again and again, and recommend you to a friend.
But after reviewing hundreds of Post Purchase experiences...I can tell you they usually hit one of two extremes:
- About 75% contain little more than a "thanks for your order"
- The other 25% send a barrage of 7 different emails from 3 different apps asking them to rate their experience in the shop, tell them their order has been shipped, giving them a discount on their next order, and making them set up a password for their points account.
Not ideal.
Overwhelm isn't the experience we want our customers to have.
So, instead of basing your second purchases on a wish and a prayer...
We're going to engineer the experience so you lead them directly to the next step.
Make sense?
That's what we're going to cover in this month's workshop (it's next week on Wednesday for EEL members).
And I just had a crazy idea.
I want to audit someone's real life post purchase experience.
I'll buy your product, read your emails, and use your widget.
Here's the catch:
You have to be willing to share my honest but totally fair feedback with the whole crew.
If you want to throw your URL in the ring for a test run, hit reply and lemme know.
This is gonna be fun!
To your post purchase experience,
Nichelle
P.S. If there's more than one review request (no idea if there will be...this is just a test), I'll decide on some totally impartial criteria to make the decision 🤷🏽♀️
P.P.S. My audit offer is open to everyone, even if you're not in EEL. I'll also be sharing the audit with the whole list as well.