Episode 5: Post-Purchase CRO
Jon dives into why Conversion Rate Optimization doesn’t stop after the purchase and the different points after-purchase that you need to optimize in order to drive higher revenues. Link: The Essential Guide to Ecommerce Sales Promotions (In this article, #51-78 are focused on promotions you can run that aren't discounts) Outline: First, Jon cover’s different points after purchase that CRO can have an impact: In cart, right after purchase -Thank you page Email post-purchase sequence: -Confirmation email -Shipping confirmation -Customer service -Please leave a review – just click here -Add to general marketing email list sends He also explains the metrics a brand should be looking at to track progress of post-purchase optimization: -Return purchase -CLTV -Conversion (overall, should go up with repeat customers!) Jon is a firm believer that companies shouldn’t use discounting in post-purchase communications. However, there may be offers you can make that are not discounts. You do not want to become a discount brand. Finally, Jon explains that a successful method for getting referrals post-purchase outside of a set loyalty program is just to ask! Very few do! Transcript: Ryan: Jon, today, I really want to move our focus to an area that I think many companies and individuals would not normally think of conversion rate optimization and the impact it can have. I'm talking about post-purchase. Most people generally would assume that once a purchase happens on the website, CRO has done its job, time to move to the next person on the site and get them to convert. But, because I know you, I'm aware that CRO doesn't stop at the purchase. There's a lot more to be done. Can you explain to people, that maybe aren't aware of post-purchase conversion rate optimization, what they need to be thinking about, what they need to be doing, and why it even exists after they've already taken the sale, done what you wanted them to do originally? Jon: Right, and I think that's an important point there, Ryan, which is that most people think that conversion optimization stops as soon as you get someone to purchase. I think that's really shortsighted and it's a big problem because so much of the consumer experience and getting people to purchase a second time, is all about what happens when they purchase that first time. So, if you get them to convert, your job's not done. At that point... you got to think of this like a marathon. You just ran a marathon. Most people who are seasoned marathon runners, they get through that finish line. They have a process they still go through to cool down, protect their body, recover a little bit. It's the same thing here. After you've- Ryan: ... And I just go drink beer. Jon: ... Right, exactly, and that's why you don't run marathons. Ryan: That's why I don't. Jon: Learned that lesson the hard way, huh? Ryan: Uh-huh (affirmative), I did. Jon: Yeah, so exactly, this is it, where we can't just stop and drink a beer. You've got to go through a follow-up process here that can really, really have a massive impact on your overall metrics of your site and success and revenue, and even your conversion rate, because most people don't think about that. But overall, your conversion rate should go up with repeat customers. Ryan: True. Jon: There's a handful of things you should be thinking about that I think we should talk about today. There's a bunch of different points after purchase that can have an impact with conversion rate optimization, and if you optimize these points, you will see higher revenues. Ryan: Okay, so somebody's purchased on my site or client's site. Action's done. Does post-purchase conversion rate start after the product arrives, or where's the first point that we can be making an impact to improve conversion rates in the future? Jon: In the cart. It starts right then. As soon as somebody completes the order, gives you their payment, what happens? Ryan: Hmm. Jon: Most of the time, people aren't really considering the first step, which is a thank you page. What is the content that you're putting on there? Now, there are ways to, even on that thank you page, influence so many extra metrics. You can influence your average order value on that thank you page. There's some great tools out there right now. One of my favorites is a company called CartHook. CartHook has a tool, where you put it onto your thank you page, and it actually shows you complimentary products to what you bought and says, "Do you want to add it to the order?" You're doing an upsell after the purchase. You already got them to commit, and maybe they're thinking, "I bought those shoes, maybe I'll add a pair of socks. Why not?" Ryan: Now is that in addition to maybe also having upsell in the shopping cart, or do you usually recommend just get them to commit to something and then try to upsell them later? Jon: Right. I think that's a big mistake people make is to do the upsells in the cart. I don't think that's serv...