Weekly E-Commerce Tip #2
Welcome to Weekly Tip #2!
We hope you have had a great week and gave our first tip some thought! If you ever have questions about any of our tips, you can reply to any email!
Learn More About Your Customers
It is important to know why your customers bought from you, where they came from, what questions they had before purchasing, anything that almost prevented them from purchasing. Any size business can benefit from knowing these.
Why
By having this information, you can determine how and where to acquire more customers as well as convert more potential customers to customers:
Confirm data that other analytics are showing about the source of customers so you can spend more focus on those areas
Determine how to allocate marketing spend. Is it more cost affective to use affiliates, Adwords, social media or something else?
Find new sources of customers you did not know you had and develop strategies to get more
Reinforce or add messaging in your branding, descriptions email workflows to emphasize why people should buy from you. For example, if your customers told you they purchased because of quality, adding that messaging in more places people encounter before purchasing like welcome workflows, web text and more
Determine how prominently to feature different aspects of your business like customer reviews, product descriptions, what potential customers see first on your website
Create content pieces answering questions that customers had before purchasing to remove barriers to purchase
Edit product descriptions to include information your customers told you they wanted to know so you answer that for other potential customers
Remove impediments to purchase you did not know you had in descriptions, policy, website configuration and more
Products to bundle together
All of these and more will drive more sales
How
There are a number of ways you can get this information or start to develop this information.
Find a survey tool and send an email to your existing list of customers
Insert a link to a survey in your first post purchase email. Thank your customers and let them know your goals of improving your process and business. Ask if they can take 30 seconds to fill out a survey. Customers are typically receptive immediately post purchase
Add a link to the survey on your order confirmation screen
Add exit intent surveys to your website. You can add non intrusive ways to ask people why they are leaving your site to learn more as well
After a relatively short amount of time, you will have invaluable information you can use to acquire more customers.
Example
Living.Fit utilizes both exit intent surveys as well as post purchase surveys. This page was edited to reflect images and description that prioritized a number of questions about dimensions. Customers indicated they had questions about how many dumbbell racks were needed for different sets and if they were included. So, edits were made to images to reflect this information.
Questions for us? Get in touch here.
Ecomm BBOP Team
