{"id":93754,"date":"2020-11-10T07:31:43","date_gmt":"2020-11-10T15:31:43","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=93754"},"modified":"2024-05-29T08:38:47","modified_gmt":"2024-05-29T15:38:47","slug":"post-purchase-experience-optimization","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/post-purchase-experience-optimization\/","title":{"rendered":"How To Design A Post-Purchase Experience That Creates Raving Fans"},"content":{"rendered":"\n<p><strong><em>Special Note:<\/em><\/strong><em> This article was inspired by an episode of our podcast, <\/em><a href=\"https:\/\/thegood.com\/drive-and-convert\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Drive &amp; Convert<\/em><\/a><em>. We go into much more detail here than we did on the show, but you might enjoy listening to the original conversation and subscribing to receive future episodes.<\/em><\/p>\n\n\n\n<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/share.transistor.fm\/e\/8c0fe79f\"><\/iframe>\n\n\n\n<p><\/p>\n\n\n\n<p>When elite marathoners cross the finish line, they don\u2019t high-five the best sign holder (\u201cRemember, you paid for this!\u201d), wipe their brow, and chug a self-congratulatory beer.&nbsp;<\/p>\n\n\n\n<p>Astoundingly, many of these best-of-the-best runners <em>keep<\/em> running. They have an entire cool-down process that starts just minutes after they cross the finish line, and they have that process for several reasons:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nearterm, they know plopping down down feels good for the first 30 seconds, but it only leads to a jaw-grinding level of soreness over the next 24 hours<\/li>\n\n\n\n<li>Longterm, a cooldown helps the athlete recover quickly for their next race; how they treat themselves 24 hours after finishing has a big impact on their next performance<\/li>\n<\/ul>\n\n\n\n<p>Sure, they may grab a frothy pint later (nothing wrong with that!) \u2014 but not until they\u2019ve set themselves up for continued success. While novice runners promptly collapse at the finish line, the best see it through a cool down.&nbsp;<\/p>\n\n\n\n<p>Unfortunately, many ecommerce store owners take the novice approach; they run a marathon getting customers to purchase and fall on their face at the order-confirmed finish line. This is understandable \u2014 it\u2019s hard work earning a first-time sale!<\/p>\n\n\n\n<p>But, like the less experienced runners who skip post-race recovery, that collapse is also short-sighted. It leads to plenty of painful aches, such as the squeeze you feel when traffic dries up or ad prices jump.&nbsp;<\/p>\n\n\n\n<p>There\u2019s a better option:&nbsp;<\/p>\n\n\n\n<p>Savvy store owners, like the elite marathons, know what they do immediately after a first purchase has a big impact on performance \u2014 boosting metrics like average order value, customer lifetime value, and overall store revenue.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-the-post-purchase-experience\">What is the post-purchase experience?<\/h2>\n\n\n\n<p>The most useful definition for post-purchase customer experience is the activities, messages, and brand interactions that a customer experiences after purchasing a product or service from you.<\/p>\n\n\n\n<p>This typically includes communication elements (Ex: email and SMS messages) as well as physical elements (Ex: unboxing) and behavior-based elements (Ex: customer service conversations). This guide gives you a step-by-step playbook for building a \u201cbest in class\u201d post-purchase experience that will accelerate your business growth.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"731\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-1024x731.jpg\" alt=\"graphic of the post-purchase experience \" class=\"wp-image-93759\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-1024x731.jpg 1024w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-300x214.jpg 300w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-768x548.jpg 768w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-1536x1096.jpg 1536w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1-610x435.jpg 610w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-1.jpg 2047w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This journey has several points, and optimizing each one will create a compounding effect. The more you improve the post-purchase experience and prime repeat purchases, the more dramatically you can accelerate your business growth by increasing customer lifetime value and lifting overall revenue (more on how below).&nbsp;<\/p>\n\n\n\n<p>Plus, this is something you can set up one time that will run continuously. Meaning, the long term gains are exponential compared to the time invested up front.&nbsp;<\/p>\n\n\n\n<p>So, how exactly do you start optimizing and start benefiting?&nbsp;<\/p>\n\n\n\n<p>This guide shows you.&nbsp;<\/p>\n\n\n\n<p>We\u2019ve broken out each piece of the post-purchase experience, outlined how you can improve it, and tied in what optimizing this journey can do for your brand.&nbsp;<\/p>\n\n\n\n<p><strong>Here\u2019s what\u2019s ahead:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why post-purchase is a huge missed opportunity<\/li>\n\n\n\n<li>Turning a simple \u201cthank you\u201d into more revenue<\/li>\n\n\n\n<li>The six emails of the post-purchase experience<\/li>\n\n\n\n<li>Four key metrics you can impact&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-post-purchase-experience-and-optimization-is-a-huge-missed-opportunity\">Why post-purchase experience and optimization is a huge missed opportunity<\/h2>\n\n\n\n<p>Profitwell looked at just under 700 subscription companies and discovered something a bit unsettling \u2014 the <a href=\"https:\/\/www.profitwell.com\/recur\/all\/how-is-cac-changing-over-time\" target=\"_blank\" rel=\"noreferrer noopener\">price of acquiring new customers<\/a> is on the up-and-up.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"851\" height=\"514\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-67.png\" alt=\"graph of the customer acquisition cost showing that post-purchase experience can build repeat customers instead\" class=\"wp-image-94519\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-67.png 851w, https:\/\/thegood.com\/wp-content\/uploads\/image-67-300x181.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-67-768x464.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-67-610x368.png 610w\" sizes=\"(max-width: 851px) 100vw, 851px\" \/><\/figure>\n\n\n\n<p>Compared to five years ago, the costs of getting a new customer on board is up nearly 60%.&nbsp;<\/p>\n\n\n\n<p>New customers, while crucial, take an increasingly enormous amount of time and energy. In contrast, it\u2019s much easier to get existing customers to complete an additional purchase, and they often spend more money than new customers. The lauded <em>Marketing Metrics<\/em> textbook states existing customers are <a href=\"https:\/\/www.amazon.ca\/Marketing-Metrics-Definitive-Measuring-Performance\/dp\/0137058292\" target=\"_blank\" rel=\"noreferrer noopener\">60-70% likely to make a repeat purchase<\/a> whereas new customers are 5-20% likely to make an initial purchase.&nbsp;<\/p>\n\n\n\n<p>Additional research by Bain indicates that the longer a customer stays with you, <a href=\"https:\/\/media.bain.com\/Images\/Value_online_customer_loyalty_you_capture.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">the more their average order value increases with subsequent purchases<\/a>. In apparel, a customer\u2019s fifth purchase is 40% larger than the first, and repeat customers spend 67% more in months 31-36 with a brand than in month zero-to-six.&nbsp;<\/p>\n\n\n\n<p>Our own data from July-September 2020 shows similar findings. When we looked at 13 ecommerce retailers in the home goods, shoes and clothing, and consumables sectors, we found repeat purchasers (who make at least two purchases):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Account for <strong>54.93% of overall revenue<\/strong><\/li>\n\n\n\n<li>Account for <strong>47.14% of overall transactions<\/strong><\/li>\n\n\n\n<li>Have a <strong>27.62% conversion rate<\/strong> compared to the 2.01% sitewide average<\/li>\n\n\n\n<li>Have an <strong>57.87% higher average order value<\/strong> compared to first-time customers.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>So, we\u2019ve established that repeat customers are easier to convert and tend to be more valuable over time. You may be asking yourself, \u201cwell then, how do I get more repeat purchases?\u201d<\/p>\n\n\n\n<p>We reached out to Kristen LaFrance, the head of Shopify&#8217;s <a aria-label=\"Resilient Retail (opens in a new tab)\" href=\"https:\/\/resilient.shopify.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"ek-link\">Resilient Retail<\/a> series, for advice:<\/p>\n\n\n\n<p><em>&#8220;In ecommerce, you don&#8217;t have the same face-to-face sales interaction that you would in a retail setting, so you have to take care of some of those steps post-purchase, when you finally have a direct line of communication with the customer.<\/em><\/p>\n\n\n\n<p><em>So that period between when someone gives you their money and when they actually receive the product is critical for forming a strong relationship. Educate them, address their questions or concerns, get them excited to rip open that box when it hits their doorstep. That&#8217;s what makes the difference between an okay experience and a great one \u2013 and that&#8217;s what&#8217;s ultimately going to make the difference between an okay customer and a great one.&#8221;<\/em><\/p>\n\n\n\n<p>In other words, the best way to increase repeat purchases is to deliver a world-class customer experience right after a customer makes their first purchase. You know, that time where you&#8217;re probably sending an order confirmation email, a shipment tracking email and&#8230;that&#8217;s about it?<\/p>\n\n\n\n<p>The reason has to do with consumption patterns. \u201cWhen someone initially makes their purchase,\u201d Kurt Elster, Shopify Plus Expert at <a href=\"http:\/\/www.ethercycle.com\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Ethercycle<\/a>, told us, \u201cthey are very likely, in the very near future, to make another purchase. When we buy stuff, it kicks off consumption cycles.\u201d&nbsp;<\/p>\n\n\n\n<p>For example, you buy a phone and need a phone case. You buy running shoes and need a great outfit to hit the pavement in. That\u2019s why Kurt advises, \u201cAs soon as someone makes a purchase from you \u2014 and maybe they even need to buy the same thing a second time \u2014 give them the opportunity, prompt them, give them the excuse.\u201d&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container ugb-d0690e4 ugb-container--v2 ugb-container--design-basic ugb-main-block\"><style>.ugb-d0690e4-wrapper > .ugb-container__side{align-items:center !important}@media screen and (min-width:768px){.ugb-d0690e4-content-wrapper.ugb-container__content-wrapper{width:40% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-d0690e4-wrapper\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-d0690e4-content-wrapper\">\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1080 \/ 1080;\" width=\"1080\" controls src=\"https:\/\/thegood.com\/wp-content\/uploads\/ddac0fb8-be5e-4374-86ba-3daa153994ae-1.mp4\"><\/video><\/figure>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>When Kurt says <em>as soon as someone purchases,<\/em> he means it.&nbsp;<\/p>\n\n\n\n<p>The very first thing your customer sees post-purchase \u2014 that unassuming thank you page \u2014 is a great place to start laying the groundwork for the <em>next<\/em> purchase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-turning-a-simple-thank-you-into-more-revenue-nbsp-nbsp-nbsp\">Turning a simple \u201cthank you\u201d into more revenue&nbsp;&nbsp;&nbsp;<\/h2>\n\n\n\n<p>Take a minute and think about where you upsell customers. If you\u2019re like most brands, you do this throughout the purchase process (e.g. on the product page) as well as in cart.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s pause right there. While upselling in cart sounds like a great idea, it\u2019s probably killing your conversions.&nbsp;<\/p>\n\n\n\n<p>The problem is, many brands assume online checkout works like brick-and-mortar checkout. Meaning, they stash high-margin add-ons \u2014 brand equivalents of candy bars or lottery tickets \u2014 near the online \u201ccounter\u201d to encourage customers to buy <em>just a few more<\/em> things and improve that average order value.&nbsp;<\/p>\n\n\n\n<p>But here\u2019s the thing: online checkout <em>isn\u2019t<\/em> like brick-and-mortar checkout.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Storefronts can have 5min+ wait times: <\/strong>In a store, checkout line items are there because you\u2019re waiting on the customer in front of you. You\u2019re held up by a five-family tornado (\u201cdid we only grab 1 pack of diapers?!\u201d) or the coupon lady (\u201cthe Kleenex should be two for $1.50\u201d), and you need to kill time while you wait. So you browse the shelves 10 inches from your nose. Maybe you even give yourself a break of that KitKat and pay for the wrapper at the register (no judgement). Those shelves serve a distinct purpose; they\u2019re there to capture your idle attention and reorient your perception of waiting.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Online stores have zero wait time:<\/strong> But online, you\u2019re not experiencing this wait time. There\u2019s no one holding up the line ahead of you. You have one goal, and that\u2019s to get through checkout as quickly and easily as possible. In this context, upsells may not be a welcome distraction. They\u2019re not something to do while you wait; they\u2019re roadblocks to a seamless checkout experience.<\/li>\n<\/ul>\n\n\n\n<p>Keep in mind, customer experience drives conversion rates, so adding friction to the customer\u2019s experience may also negatively impact conversion. Meaning when you upsell in cart and throw a roadblock in the checkout flow, you could actually hurt conversion rates.&nbsp;<\/p>\n\n\n\n<p>So, what can you do instead?&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-thank-you-page-a-better-place-to-upsell-nbsp\">The thank you page: a better place to upsell&nbsp;<\/h3>\n\n\n\n<p>Most brands neglect the small but mighty thank you page. Given 100% of customers visit this page, it\u2019s a shame so many of them are plain, templated, or only convey bare-bones information. For example, <a href=\"https:\/\/baymard.com\/ecommerce-design-examples\/55-receipt\/4559-debenhams-step-7\" target=\"_blank\" rel=\"noreferrer noopener\">Debenhams\u2019s page<\/a> below:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"765\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-68-1024x765.png\" alt=\"post-purchase experience confirmation page\" class=\"wp-image-94520\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-68-1024x765.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-68-300x224.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-68-768x574.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-68-610x456.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-68.png 1083w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>While confirming the customer\u2019s order went through is absolutely a good idea, there\u2019s so much more you can do here: alleviate post-purchase concerns, engage excited buyers and, yes, even upsell. In fact, upselling on your thank you page is much more effective than upselling in cart.&nbsp;<\/p>\n\n\n\n<p>Jordan Gal, founder of Carthook, explains why: &#8220;Right after your customer buys something, they are at their most euphoric point, they are at peak happiness, and that is a good time to make an offer. And if you make that offer in a way that is beneficial to both parties, all of a sudden everyone wins. Your customer gets a complimentary product that enhances their experience and increases happiness or satisfaction, and you benefit from not only that additional happiness factor, but also a higher order value for almost no additional expense.&#8221;<\/p>\n\n\n\n<p>Need a bit of data to back that up? Carthook has driven over <em>$180 million <\/em>in additional value for its merchants through post-purchase experience upsells.&nbsp;<\/p>\n\n\n\n<p>So, the customer is already committed and primed for action when they reach your thank you page. Once they\u2019re there, you can effectively upsell them a few different ways:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Suggest bulk: <\/strong>Perhaps the customer could use four more light bulbs or two more pairs of socks. Especially for items the customer will buy over time anyways, a bulk option at a bundled rate or no extra shipping fees can be enticing.&nbsp;<\/li>\n\n\n\n<li><strong>Pitch a subscription: <\/strong>If the item is something a customer uses and replenishes regularly (e.g. skincare products), suggest an automatic renewal option.&nbsp;<\/li>\n\n\n\n<li><strong>Recommend complementary products:<\/strong> Remember what Kurt said about consumption cycles? If the customer purchased shoes, perhaps they need a pair of socks. Or if they purchased a king bedspread, perhaps they need new pillows and a bed skirt. Use your thank you page to suggest helpful related items the customers may have forgotten about.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>For example, when you order a log splitter from Log Splitter Direct, they suggest earplugs and a branch cutter \u2014 handy items if you\u2019re felling a dead oak out front. They do this via email, but you can list equivalent items for your brand on your thank you page:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"426\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-69-1024x426.png\" alt=\"post-purchase experience suggested additional items\" class=\"wp-image-94521\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-69-1024x426.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-69-300x125.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-69-768x320.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-69-610x254.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-69.png 1388w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>If you\u2019re wondering, \u201cyes, but <em>how<\/em>?\u201d, the tool we mentioned above, <a href=\"https:\/\/carthook.com\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Carthook<\/a>, is one answer. Carthook allows you to show complementary products or subscriptions on your thank you page and prompt, \u201cwould you like to add these to your order?\u201d Aside from offering additional value to customers, this helps you improve that average order value without adding friction to the checkout flow.&nbsp;<\/p>\n\n\n\n<p>Of course, you don\u2019t <em>have <\/em>to sell anything on your thank you page. There are plenty of other ways you can use it to reassure customers, build trust, and encourage loyalty.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-else-can-you-do-with-your-thank-you-page-seven-more-optimizations\">What else can you do with your thank you page? Seven more optimizations<\/h3>\n\n\n\n<p>Remember, when your customer hits a thank you page, they\u2019ve just made a purchase. They\u2019re feeling a range of emotions from squirming excitement (\u201cI cannot WAIT for this to arrive.\u201d) to gripping anxiety (\u201coh crap, was that really the right decision?\u201d).&nbsp;<\/p>\n\n\n\n<p>There are plenty of ways you can engage these emotions to benefit both the customer and your brand.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-reassure-anxious-purchasers\"><strong>Reassure anxious purchasers<\/strong><\/h3>\n\n\n\n<p>If you\u2019re anything like me, you feel a tinge of buyer\u2019s remorse on a monthly basis. This is especially likely when purchasing a high-ticket item, such as top top-dollar tech.&nbsp;<\/p>\n\n\n\n<p>However, there are at least three effective ways to alleviate that familiar pit-of-stomach feeling for customers: highlight the good causes the customer\u2019s money goes towards, remind them of the awesome work environment their purchase supports, and showcase how happy other customers are.&nbsp;<\/p>\n\n\n\n<p>All of these are great ways to say, \u201cHey, don\u2019t worry, you\u2019ve made a really great choice here!\u201d:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Highlight charities or causes you support:<\/strong> Morning Consult <a href=\"https:\/\/go.morningconsult.com\/rs\/850-TAA-511\/images\/201019_MC_Brands-and-Politics_Report-FINAL.pdf\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">surveyed 2,200<\/a> US adults and found \u201c56% of Americans are attentive to ethical and political matters relating to companies they purchase from \u2013 Democrats and younger generations notably more so than their peers.\u201d If you participate in 1% For Good or regularly donate to certain causes or charities, let customers know! Show pictures from mission trips or images of the actual people and communities who benefit from your support (e.g. the image from 31Bbits below). It\u2019s an honest way to help the customer feel better about their purchase.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"486\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-70-1024x486.png\" alt=\"highlight charities you support in your post-purchase experience to build brand love\" class=\"wp-image-94522\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-70-1024x486.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-70-300x142.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-70-768x365.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-70-610x290.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-70.png 1413w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Talk about your employees, team, and work environment<\/strong>: Likewise, if your brand provides an exceptional work environment or is a certified <a href=\"https:\/\/bcorporation.net\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">B Corp<\/a> (like The Good!), tell customers. Show team pictures and founder messages. The same Morning Consult survey found more customers value employee treatment than whether your items are in stock when they make a purchase.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"565\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-71-1024x565.png\" alt=\"graph showing the importance of elements that are part of purchasing decisions\" class=\"wp-image-94523\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-71-1024x565.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-71-300x165.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-71-768x424.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-71-610x336.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-71.png 1184w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>This logic extends to how you source your materials, too. For example, Allbirds does a good job of highlighting <a aria-label=\" (opens in a new tab)\" class=\"ek-link\" href=\"https:\/\/reallygoodemails.com\/emails\/your-feet-say-thank-you\" target=\"_blank\" rel=\"noreferrer noopener\">animal welfare<\/a>. Messaging similar to this is great material for a thank you page.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"690\" height=\"698\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-72.png\" alt=\"post-purchase experience example highlights animal welfare\" class=\"wp-image-94524\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-72.png 690w, https:\/\/thegood.com\/wp-content\/uploads\/image-72-297x300.png 297w, https:\/\/thegood.com\/wp-content\/uploads\/image-72-610x617.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-72-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/image-72-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/image-72-96x96.png 96w\" sizes=\"(max-width: 690px) 100vw, 690px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Showcase happy customers:<\/strong> Lastly, a great way to convince customers they\u2019ve made a great purchase is to show them how happy <em>other customers<\/em> are with the same or similar purchase. Incorporate user-generated content such as reviews, testimonials, or social media posts to assuage any lingering concerns. As a bonus, this may encourage customers to share their own positive experience with you as well.&nbsp;<\/li>\n\n\n\n<li><strong>Quantify the value: <\/strong>If your product is in the high-ticket category, consider showing the customer how they haven\u2019t made a \u201cfor tomorrow\u201d purchase, they\u2019ve actually made a \u201cfor life\u201d purchase. For example, they may have just spent $400 on shoes, but with that&nbsp; lifetime guarantee they\u2019ll never need to buy dress shoes again. A similar tactic would be to demonstrate how a $1,000 laptop they\u2019ll use for 8 years is $0.34 per day. Plus, if they use it to launch that business they\u2019ve been dreaming about, it could double their money (or more!). Help customers visualize the value and not just the price tag.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-engage-excited-purchasers\"><strong>Engage excited purchasers<\/strong><\/h3>\n\n\n\n<p>For a customer that holy-moly-cannot-wait till their shipment arrives, there are a few ways you can stoke that fire.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Promote original content<\/strong>: If you\u2019ve produced something (blog posts, videos, etc) that will help a customer make use of their purchase, display it here! For example, if they just bought a bike, display content on bike riding, local trails, and how to join a cycling community. While this builds excitement, it also offers a form of reassurance \u2014 you\u2019re helping customers see and believe they\u2019ll use the purchase.&nbsp;<\/li>\n\n\n\n<li><strong>Address FAQ: <\/strong>If you\u2019ve created FAQ content, re-purpose that here. Identify the 3-5 most common post-purchase questions and answer them before the customer asks. Often this includes information about purchasing or using the product or how to handle returns. This can reduce your support team\u2019s workload while equipping the customer to use the item they\u2019re excited about.&nbsp;<\/li>\n\n\n\n<li><strong>Include social share options:<\/strong> A small nudge may be all it takes for an excited customer to tell the world about their purchase. If so, social mentions will help you build brand awareness, attract more prospects to your site, and stockpile social proof. So give customers an easy, pre-written, and genuine way to brag about their purchase.&nbsp;<\/li>\n\n\n\n<li><strong>Referral sharing:<\/strong> Did you know 92% of people <a href=\"http:\/\/www.nielsen.com\/us\/en\/insights\/reports\/2012\/global-trust-in-advertising-and-brand-messages.html\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">trust recommendations from friends and family<\/a> over any other type of advertising? Empower excited customers to share their purchase directly with friends through referrals. For example, give them a pre-written email they can send instantly and include an incentive both parties can use on their next purchase. (Remember to get creative! This doesn&#8217;t have to be 10% off.)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-figure-out-what-on-earth-purchasers-are-feeling\"><strong>Figure out what on earth purchasers are feeling<\/strong><\/h3>\n\n\n\n<p>If you\u2019re not really sure what\u2019s going through your customer\u2019s head at this point (Excitement? Regret? Hunger?), the thank you page is a great place to ask them!&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ask for feedback:<\/strong> Include a short survey that collects feedback on your customer\u2019s buying experience. That sounds technical, but it doesn\u2019t have to be complicated. Nick Disabato, founder of a Conversion Rate Optimization agency called <a href=\"https:\/\/www.draft.nu\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Draft<\/a>, explained, \u201cyou put a survey field on your thank you page or order status page of your store that asks, `How did you feel about your purchase today?\u2019 And that\u2019s it. That\u2019s all you ask.\u201d Disabato uses Hotjar for this and mentions you don\u2019t need to add an incentive \u2014 folks will fill it out on their own.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Turns out, this is a surprisingly simple opportunity to identify friction in the customer experience (and remember, friction hurts conversions). Nick told us about several different scenarios he\u2019s come across in his experiences.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-cfdf919 reusable-block-2-column ebook-block\" data-block-id=\"cfdf919\"><style>.stk-cfdf919{margin-top:30px !important;margin-bottom:30px !important}@media screen and (max-width:767px){.stk-cfdf919-column{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-cfdf919-column stk--has-column-order\">\n<div class=\"wp-block-stackable-column stk-block-column stk-block-column--v3 stk-column stk-block-column--v2 stk-block stk-801784e\" data-block-id=\"801784e\"><style>.stk-801784e-container{background-color:#000000 !important;padding-top:50px !important;padding-right:35px !important;padding-bottom:60px !important;padding-left:35px !important;margin-top:0px !important;margin-right:0px !important;margin-bottom:0px 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d=\"M339.4,448H96c-17.7,0-32-14.3-32-32c0-17.7,14.3-32,32-32h224.8c-0.5-5.3-0.8-10.6-0.8-16\n\t\tc0-80.5,54.2-148.3,128-169.2V24c0-13.3-10.7-24-24-24H96C43,0,0,43,0,96v320c0,53,43,96,96,96h299\n\t\tC371.6,495.6,352.5,473.6,339.4,448z\"><\/path>\n\t<path class=\"st1\" d=\"M496,224c-79.5,0-144,64.5-144,144s64.5,144,144,144s144-64.5,144-144S575.5,224,496,224z M561.7,390.3\n\t\tl-53.2,53.2c-6.9,6.9-18.2,6.9-25,0l-53.2-53.2c-6.9-6.9-6.9-18.2,0-25c6.9-6.9,18.2-6.9,25,0l22.9,22.9v-87.2\n\t\tc0-9.8,7.9-17.7,17.7-17.7c9.8,0,17.7,7.9,17.7,17.7h0.1v87.2l22.9-22.9c6.9-6.9,18.2-6.9,25,0S568.7,383.4,561.7,390.3z\"><\/path>\n<\/svg><\/div><\/span><\/div>\n\n\n\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-e05117d\" id=\"free-ebook\" data-block-id=\"e05117d\"><style>.stk-e05117d{margin-left:-15px !important}.stk-e05117d .stk-block-heading__text{font-size:20px !important;color:#ffffff !important;text-transform:uppercase !important;letter-spacing:1.5px !important}@media screen and (max-width:1023px){.stk-e05117d .stk-block-heading__text{font-size:20px !important}}<\/style><h4 class=\"stk-block-heading__text has-text-color\">FREE EBOOK<\/h4><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-divider stk-block-divider has-text-align-left stk-block stk-dc4332f\" data-block-id=\"dc4332f\"><style>.stk-dc4332f{max-width:192px !important;margin-bottom:15px !important}.stk-dc4332f hr.stk-block-divider__hr{background:#0277c0 !important;height:2px !important;width:100% !important}<\/style><hr class=\"stk-block-divider__hr\"\/><\/div>\n\n\n\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-1ba2e29\" id=\"the-guide-to-optimizing-your-checkout-and-post-purchase-experience\" data-block-id=\"1ba2e29\"><style>.stk-1ba2e29{margin-bottom:12px !important}.stk-1ba2e29 .stk-block-heading__text{font-size:24px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-1ba2e29 .stk-block-heading__text{font-size:24px !important}}@media screen and (max-width:767px){.stk-1ba2e29 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color\">The Guide To Optimizing Your Checkout And Post-Purchase Experience<\/h3><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"32450512-1241-40bf-bde9-b646872a252d\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1777725251000-2110677673\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1777725251000-2110677673\"><\/div>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-stackable-column stk-block-column stk-block-column--v3 stk-column stk-block-column--v2 stk-block stk-b5e9a5f stk-block-background\" data-block-id=\"b5e9a5f\"><style>.stk-b5e9a5f{align-self:stretch !important;background-color:#f7f7f7 !important;align-items:center !important;padding-top:0px !important;padding-right:0px !important;padding-bottom:0px !important;padding-left:0px !important;display:flex !important}.stk-b5e9a5f:before{background-color:#f7f7f7 !important}.stk-b5e9a5f-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important}@media screen and (min-width:768px){.stk-b5e9a5f{flex:1 1 calc(32% - var(--stk-column-gap,0px) * 1 \/ 2 ) !important}}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-b5e9a5f-container stk--no-background stk--no-padding\"><div class=\"stk-block-content stk-inner-blocks stk-b5e9a5f-inner-blocks\">\n<div class=\"wp-block-stackable-image stk-block-image stk-block stk-787951b\" data-block-id=\"787951b\"><figure class=\"stk-img-wrapper stk-image--shape-stretch\"><img decoding=\"async\" class=\"stk-img wp-image-102883\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience.png\" width=\"1200\" height=\"1478\" alt=\"Opting In To Optimization\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience.png 1200w, https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience-244x300.png 244w, https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience-831x1024.png 831w, https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience-768x946.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience-600x739.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/Ebook-Covers-The-Guide-To-Optimizing-Your-Checkout-And-Post-Purchase-Experience-61x75.png 61w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<p>For example, customers might:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mention a bug. If so, you can fix it and improve conversions.<\/li>\n\n\n\n<li>Say they\u2019re anxious and give a reason. This is a great way to identify and bust objections.&nbsp;<\/li>\n\n\n\n<li>Express they \u201chope it worked.\u201d This is a great opportunity to follow up with a customer interview. Get them on the phone and ask what led them to think the checkout didn\u2019t work? What were they expecting? And what would make it more clear?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This is seriously valuable information. Disabato emphasized, \u201cYou get a lot of insights and there are a lot of implications for it. Sometimes it\u2019s cut and dry \u2014 this didn\u2019t work, let\u2019s fix it.\u201d Other times, you uncover customer motivation that helps you <a href=\"https:\/\/thegood.com\/insights\/webinar-optimize-product-detail-pages\/\">optimize your product detail page<\/a>. Either way, you\u2019re figuring out what you don\u2019t know and improving future customer experiences and conversions.&nbsp;<\/p>\n\n\n\n<p>Whatever you opt for on your thank you page, remember to A\/B test your changes. One ecommerce site may have a winning thank you page that consistently generates repeat customers, but that same page may not work as well for another brand with a different target audience. Don\u2019t just copy your competitors \u2014 you\u2019ve no idea how their page is working out for them.&nbsp;<\/p>\n\n\n\n<p>Once you complete this step, you\u2019ve dialed your thank you page, and reassured the customer they\u2019re not only amazing \u2014 they\u2019ve just made an amazing purchase.&nbsp;<\/p>\n\n\n\n<p>What opportunities are next?&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-six-emails-of-the-post-purchase-experience-nbsp\">The six emails of the post-purchase experience&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"731\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-1024x731.jpg\" alt=\"graphic of the post-purchase experience \" class=\"wp-image-93762\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-1024x731.jpg 1024w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-300x214.jpg 300w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-768x548.jpg 768w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-1536x1096.jpg 1536w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1-610x435.jpg 610w, https:\/\/thegood.com\/wp-content\/uploads\/post-purchase-optimization-flywheel-emails-highlighted-1.jpg 2047w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>After the thank you page, the customer\u2019s post-purchase experience moves off your site and into their inbox.&nbsp;<\/p>\n\n\n\n<p>Narvar conducted a study of 1,543 shoppers between ages 21 and 65. They found 83% of the respondents <a href=\"https:\/\/see.narvar.com\/rs\/249-TEC-877\/images\/Connecting%20With%20Shoppers_Narvar%20Consumer%20Report%20Q1%202018.pdf?aliId=1109557\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">expect regular updates<\/a> about their purchases. Many brands give those updates, but the problem is, way too many of those brands use the off-the-shelf email templates and timings their ecommerce platform provides.<\/p>\n\n\n\n<p>That\u2019s a huge missed opportunity!&nbsp;<\/p>\n\n\n\n<p>How?&nbsp;<\/p>\n\n\n\n<p>Unbounce found customers open transactional emails at <a href=\"http:\/\/unbounce.com\/email-marketing\/4-ways-to-turn-boring-transactional-emails-into-cash\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">twice the rate<\/a> of promotional emails. And that initial thank you email? Klayvio found its open rate is a <a href=\"https:\/\/www.klaviyo.com\/blog\/thank-you-emails#:~:text=The%20Benefits%20of%20Thank%20You%20Emails&amp;text=Thank%20you%20emails%20saw%20a,and%20%240.55%20revenue%20per%20recipient!\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">staggering 67%<\/a>!&nbsp; For comparison, the <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/what-are-the-average-click-and-read-rates-for-email-campaigns\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">average email open rate<\/a> is 15-25%.<\/p>\n\n\n\n<p>Turns out, customers are opening and reading post-purchase emails <em>way<\/em> more than anything else you send them.&nbsp;<\/p>\n\n\n\n<p>Which begs the question: Are you making the most of them?&nbsp;<\/p>\n\n\n\n<p>To find out, read through the six emails that amount to huge opportunities for <a href=\"https:\/\/thegood.com\/insights\/5-post-purchase-emails\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">post-purchase optimization<\/a> below. Use this breakdown to audit the emails you\u2019re currently sending and identify specific ways you can improve.<\/p>\n\n\n\n<p>And, if you get the feeling this is a lot of work (it can be!), remember you can always carve out a day to set up and automate these emails using a tool like Privy or Klayvio. A bit of upfront work and then you\u2019ll be seeing the ROI indefinitely.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-order-confirmation\">#1 \u2013 Order Confirmation<\/h3>\n\n\n\n<p>The order confirmation should be the first email your customer receives after purchase. It assures your customer their order went through, payment processed, someone\u2019s working on it, and nothing got lost in an internet black hole.&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>As soon as payment clears.&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>More than any other transactional email you send, this one gets crazy high open rates. It\u2019s an opportunity to alleviate customer anxiety and doubt, set expectations for what happens next, and even cross sell&#8230;if you do it tactfully.&nbsp;<\/p>\n\n\n\n<p>Something else you want to keep in mind here is you\u2019re setting a precedent. If this email is delightful and provides value to the customer, they\u2019re more likely to open later emails you send, too. So, it\u2019s important to get this one right.&nbsp;<\/p>\n\n\n\n<p><strong>How to do it:&nbsp; <\/strong>You\u2019ll want your email to check at least the first four bullets below:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Confirm the order went through<\/li>\n\n\n\n<li>State how it\u2019ll ship and how they can track it<\/li>\n\n\n\n<li>Mention who they can contact if they\u2019re concerned<\/li>\n\n\n\n<li>Spell out what to expect next&nbsp;<\/li>\n\n\n\n<li>Include a social share option&nbsp;<\/li>\n\n\n\n<li>Pitch a cross sell using Klayvio or Privy&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s a great example of the basics <a href=\"https:\/\/reallygoodemails.com\/emails\/order-65005-confirmed\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">from Roark<\/a>. They confirm the order, include a tracking link, reference customer service, and tell you what\u2019s coming next (\u201cwe will send you another email as soon as it ships\u201d).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"794\" height=\"1024\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-794x1024.jpg\" alt=\"roark post-purchase experience order confirmation\" class=\"wp-image-93763\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-794x1024.jpg 794w, https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-233x300.jpg 233w, https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-768x990.jpg 768w, https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-1191x1536.jpg 1191w, https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts-610x787.jpg 610w, https:\/\/thegood.com\/wp-content\/uploads\/roark-confirmation-email-with-callouts.jpg 1267w\" sizes=\"(max-width: 794px) 100vw, 794px\" \/><\/figure>\n\n\n\n<p>They don\u2019t use this email to upsell or cross-sell, and that\u2019s fine.&nbsp;<\/p>\n\n\n\n<p>If upselling is something you want to explore, though, here\u2019s how to do it:&nbsp;<\/p>\n\n\n\n<p>On episode five of the <a href=\"https:\/\/www.driveandconvert.com\/5\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Drive and Convert podcast<\/a>, our CEO Jon MacDonald tells a great email confirmation story. He had just purchased a set of lights. On the thank you page, they asked if he wanted to add more. At the time, he didn\u2019t. But when he received the order confirmation email, it reminded him, \u201chey, if you change your mind, you have four hours from when this email is sent to add a few more before we&#8217;re going to start packing up your order.\u201d It gave him the option to, &#8220;Click here to add four more, eight more or twelve more.&#8221;&nbsp;<\/p>\n\n\n\n<p>When Jon chose four, he was whisked to his cart with an order number, new total, and no extra shipping (a nice incentive!).&nbsp;<\/p>\n\n\n\n<p>Ritual does something similar for existing subscription customers. The email below was sent to a customer already stocked up on women\u2019s vitamins. Instead of pitching more women\u2019s vitamins, Ritual sent a \u201cnext-of-kin\u201d offer on men\u2019s vitamins.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"712\" height=\"815\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-73.png\" alt=\"ritual vitamins sent an offer as a part of their post-purchase experience\" class=\"wp-image-94525\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-73.png 712w, https:\/\/thegood.com\/wp-content\/uploads\/image-73-262x300.png 262w, https:\/\/thegood.com\/wp-content\/uploads\/image-73-610x698.png 610w\" sizes=\"(max-width: 712px) 100vw, 712px\" \/><\/figure>\n\n\n\n<p>You can also use the confirmation email to pitch a subscription. <a href=\"https:\/\/reallygoodemails.com\/emails\/order-confirmation-r6500600\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Fullscript<\/a> does this with a friendly and unobtrusive reminder:&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"671\" height=\"394\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-74.png\" alt=\"fullscript confirmation email shows a reminder to subscribe to purchase as part of the post-purchase experience\" class=\"wp-image-94527\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-74.png 671w, https:\/\/thegood.com\/wp-content\/uploads\/image-74-300x176.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-74-610x358.png 610w\" sizes=\"(max-width: 671px) 100vw, 671px\" \/><\/figure>\n\n\n\n<p>Also worth noting: compared to the \u201csubscribe and save\u201d model many brands default to, Fullscript pitches convenience instead of price as the main incentive.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-shipping-confirmation\">#2 \u2013 Shipping Confirmation<\/h3>\n\n\n\n<p>The second email your customer receives post-purchase is shipping confirmation. It notifies the customer their order is on its merry way.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>Right when the item ships.&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>This email builds on the customer experience you provided in your first email. You\u2019re continuing to alleviate anxiety (\u201cwe didn\u2019t steal your money!\u201d), deliver assurance, and build trust. You\u2019re paving the way for the great review you\u2019ll request a few emails down the road.<\/p>\n\n\n\n<p><strong>How to do it: <\/strong>Make sure and include these pieces of information in your shipping confirmation:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shipping update: answer \u201cwhat\u2019s happening with my package?\u201d&nbsp;<\/li>\n\n\n\n<li>Expected delivery date\/date range<\/li>\n\n\n\n<li>Tracking information: even if the tracking number isn\u2019t available for the shipping carrier (it may take 12-24 hours for those to show up), you can simply say, \u201cHey, fyi, this link may not show results for x amount of time\u201d the way <a href=\"https:\/\/reallygoodemails.com\/emails\/good-newsyour-food52-order-650050-has-shipped\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Food52<\/a> does below. In addition to reassuring the customer, this one line may reduce how many support requests you get. When Taster\u2019s Club, an alcohol subscription box, added this, they cut customer support volume by 10%.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"756\" height=\"801\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-75.png\" alt=\"food52 confirmation order\" class=\"wp-image-94528\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-75.png 756w, https:\/\/thegood.com\/wp-content\/uploads\/image-75-283x300.png 283w, https:\/\/thegood.com\/wp-content\/uploads\/image-75-610x646.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-75-24x24.png 24w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Additional resources&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>What kind of additional resources?&nbsp;<\/p>\n\n\n\n<p>Anything that helps your customer engage with and use the product you\u2019re sending. Remember, if the product sits unopened in the box or stuffed onto a dusty closet shelf, you and the customer are both missing out on a lot of value. So, give your customer everything they need to experience the \u201cAha! This is amazing!\u201d moment where they fall in love with your product.&nbsp;<\/p>\n\n\n\n<p>Not only does this help your customer, it also paves the road for a great review or referral down the road.&nbsp;<\/p>\n\n\n\n<p>For example, check out how Biolite includes an instructional video, three quick tips to get going once the light arrives (bonus points for skimmable text), and a link to FAQ. All of these serve the customer\u2019s interests and goals \u2014 now, when they get the product, they can immediately start using it.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"471\" height=\"778\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-76.png\" alt=\"tips for how to use a product are a great way to create an effective post-purchase experience\" class=\"wp-image-94529\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-76.png 471w, https:\/\/thegood.com\/wp-content\/uploads\/image-76-182x300.png 182w\" sizes=\"(max-width: 471px) 100vw, 471px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-we-re-here-for-you-need-anything-from-us-nbsp-nbsp\">#3 \u2013 We\u2019re here for you. Need anything from us?&nbsp;&nbsp;<\/h3>\n\n\n\n<p>Once your product hits the doorstep, it\u2019s time to check in that everything arrived a-okay and assure the customer you\u2019re available if not.&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>The day the product arrives or 2-3 days after it arrived.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>We\u2019ve all had a package show up that looks as if it were a stand-in ball for some midday warehouse soccer. This email is to double-check that didn\u2019t happen. You want to ask questions like \u201cdid you receive your order?\u201d and \u201cwas everything okay?\u201d&nbsp;<\/p>\n\n\n\n<p>When you do this, you\u2019re preemptively handling a bad situation and heading off a negative review. If something <em>did<\/em> go wrong during shipment, you\u2019re saying \u201chey, if you\u2019re not 100% satisfied, reply to this and we\u2019ll fix it.\u201d When the customer has this email, they\u2019re more likely to hit reply than vent on social media.&nbsp;<\/p>\n\n\n\n<p>Plus, when a customer engages with you this way, you have an opportunity to take advantage of the <a href=\"https:\/\/www.researchgate.net\/publication\/247745333_Service_Recovery_Paradox_A_Meta-Analysis\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">service recovery paradox<\/a>. This occurs when a customer is happier and more loyal to a brand <em>after <\/em>the company fixes a problem&#8230;compared to if the customer never had a problem at all! So keep in mind when you turn a bad situation into a good one you\u2019re pre-selling a good review <em>and<\/em> future purchases.&nbsp;&nbsp;<\/p>\n\n\n\n<p>By the way, this is a great opportunity to take advantage of the service recovery paradox.&nbsp;<\/p>\n\n\n\n<p><strong>How to do it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask how things are going: Was it on time? In good shape? Did they have any issues?&nbsp;<\/li>\n\n\n\n<li>Offer support: show how easily customers can reach out if there\u2019s a problem. The email below from <a href=\"https:\/\/reallygoodemails.com\/emails\/hello-im-chelsey-from-ov\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Outdoor Voices<\/a> is a great example of this. It comes directly from a customer experience team member (\u201cChelsey\u201d) and states that if the customer wants personal attention, all they have to do is reply.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"758\" height=\"728\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-77.png\" alt=\"outdoor voices confirmation email \" class=\"wp-image-94530\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-77.png 758w, https:\/\/thegood.com\/wp-content\/uploads\/image-77-300x288.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-77-610x586.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-77-24x24.png 24w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Provide multiple ways to get in touch: A \u201cHit reply to this email\u201d note can be effective, but we\u2019ve found adding a support phone number can build more trust, especially if your demographic skews 45-50+. If your demographic is younger, you could alternatively lean into live chat, SMS, or social media support options.&nbsp;<\/li>\n\n\n\n<li>Additional resources: Consider showing customers how to use the product or addressing FAQs. Get your customer support team involved here and use data or observations to figure out what kind of information is most relevant to customers. This, again, can help reduce support volume.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For example, <a href=\"https:\/\/reallygoodemails.com\/emails\/thanks-for-your-purchase-smiles-davis\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Allergy Buyers Club<\/a> sends a friendly email check-in with simple setup instructions, just in case customers haven\u2019t set up the product yet:&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"703\" height=\"914\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-78.png\" alt=\"allergy buyers club setting up your air purifier instructions are a great addition to a post-purchase experience\" class=\"wp-image-94531\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-78.png 703w, https:\/\/thegood.com\/wp-content\/uploads\/image-78-231x300.png 231w, https:\/\/thegood.com\/wp-content\/uploads\/image-78-610x793.png 610w\" sizes=\"(max-width: 703px) 100vw, 703px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-how-about-a-review-nbsp\">#4 \u2013 How about a review?&nbsp;<\/h3>\n\n\n\n<p>Once you deliver an incredible product and\/or provide stellar customer service, now\u2019s the time to ask for a <a href=\"https:\/\/thegood.com\/insights\/white-paper-online-customer-reviews\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">customer review<\/a>. The trick? Make it <em>as easy as possible<\/em> for the customer to do this.&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>A week or so after they\u2019ve received the product.&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>According to data gathered by Spiegel Research Center, nearly 95 percent of shoppers <a href=\"https:\/\/spiegel.medill.northwestern.edu\/_pdf\/Spiegel_Online%20Review_eBook_Jun2017_FINAL.pdf\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">read online reviews before making a purchase<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"672\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-79-1024x672.png\" alt=\"conversion increase chart shows customer reviews importance\" class=\"wp-image-94532\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-79-1024x672.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-79-300x197.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-79-768x504.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-79-1536x1008.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-79-610x400.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-79.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Gathering post-purchase reviews will help you improve conversion rates for new customers down the road.<\/p>\n\n\n\n<p>We reached out to DJ Sprague, the Chief Marketing Officer at <a href=\"https:\/\/trustbrands.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Trust Brands<\/a>, for his opinion on why verified product reviews are such a powerful motivator for potential customers. Here is what he had to say&#8230;<br><br><em>&#8220;Social proof is pivotal at the critical moment when shoppers ask themselves these common questions before making a final purchase decision: <\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Who else has purchased this?<\/em><\/li>\n\n\n\n<li><em>How popular is this product?<\/em><\/li>\n\n\n\n<li><em>How do I know that I can trust this product or brand?<\/em><\/li>\n<\/ul>\n\n\n\n<p><em>Without trustworthy evidence or social proof to adequately satisfy these uncertainties, they are less likely to convert in the first place, let alone continue to purchase or recommend it to others in the future.&#8221;<\/em><\/p>\n\n\n\n<p>What\u2019s more, a pile of positive reviews is a gold star for SEO. Yotpo looked at 30,000 businesses and compared their <a href=\"https:\/\/www.yotpo.com\/blog\/reviews-seo\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">organic traffic before and after posting reviews<\/a>. For a number of reasons, posting those reviews made a big impact:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"705\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-80-1024x705.png\" alt=\"how reviews boost seo chart, post-purchase experience should include ask for reviews\" class=\"wp-image-94533\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-80-1024x705.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-80-300x207.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-80-768x529.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-80-610x420.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-80.png 1278w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>And if you need <em>even<\/em> <em>more<\/em> convincing, consider this: reviews are an excellent way to hear, straight from your customers, what they love, hate, and can\u2019t live without. In other words, it\u2019s a feedback goldmine.&nbsp;<\/p>\n\n\n\n<p><strong>How to do it: <\/strong>Of course, you can\u2019t send any old email and cross your fingers for a great review. Ideally, you\u2019ve laid the groundwork for this in your product and your last three excellent emails. To further incentivize customers, include the following in this email:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A brief reminder what a great product or experience they just had<\/li>\n\n\n\n<li>A clear explanation of how long the survey\/review will take<\/li>\n\n\n\n<li>Link to the <em>exact page <\/em>they need to enter the review. Make this as easy as you possibly can. Tools like <a href=\"https:\/\/www.shopperapproved.com\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Shopper Approved<\/a> ensure all the customer has to do is select a number of stars. For example, see the email from <a href=\"https:\/\/reallygoodemails.com\/emails\/what-did-you-think-of-your-recent-order-65006006500600\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Target<\/a> below. They make the review easy and encourage action by framing the review as a way to help others (which is true, not manipulative, since most shoppers read them!):<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"747\" height=\"968\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-81.png\" alt=\"review ask email\" class=\"wp-image-94534\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-81.png 747w, https:\/\/thegood.com\/wp-content\/uploads\/image-81-232x300.png 232w, https:\/\/thegood.com\/wp-content\/uploads\/image-81-610x790.png 610w\" sizes=\"(max-width: 747px) 100vw, 747px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Insightful prompts. If you\u2019re going beyond stars and asking for an in-depth review, lead with some good questions.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>What counts as a good question? Here are a few options:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What was the customer\u2019s life\/situation like before purchasing your product or service?<\/li>\n\n\n\n<li>What did the product or service do for the reviewer?<\/li>\n\n\n\n<li>What happened as a result?<\/li>\n\n\n\n<li>What would the reviewer say to someone considering a similar purchase?<\/li>\n<\/ul>\n\n\n\n<p><strong>A note on validity:&nbsp;<\/strong><\/p>\n\n\n\n<p>Prompting customers for reviews via email helps ensure you collect reviews from verified purchasers. There are plenty of product detail pages where any visitor can leave a review. These are untrustworthy because anyone \u2014 family, friend, employees, random person \u2014 can add their thoughts. In contrast, when you only request reviews as a part of the post-purchase experience sequence, you ensure <em>all<\/em> of your reviews are from verified customers.&nbsp;<\/p>\n\n\n\n<p>As you collect these reviews, though, keep in you want to use an <a href=\"https:\/\/support.google.com\/merchants\/answer\/7045996\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\"><em>approved<\/em> review aggregator.<\/a> There are plenty of plugins that will collect reviews on your site, but not all of them are approved, and not all of them build search engine trust. Choose one that is for better optimization.<\/p>\n\n\n\n<p>Also keep in mind that you don\u2019t want to <em>stop<\/em> asking for reviews once you get 50, 100, or even 200. Bright Local found 84% of consumers think <a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">reviews older than 3 months aren\u2019t relevant<\/a> anymore, so keep asking for fresh ones.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-refer-a-friend\">#5 \u2013 Refer a friend<\/h3>\n\n\n\n<p>Something that continually surprises us is how few brands ask for referrals. What a missed opportunity! There are a few ways you can do this in context of the other emails your sending:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conditional referral ask: only send a referral request to customers who submitted a product review or vice versa&nbsp;<\/li>\n\n\n\n<li>Ask for a referral instead of review<\/li>\n\n\n\n<li>Ask a segment of purchasers for a referral (e.g. (25% receive a referral request, 75% receive a review request)<\/li>\n<\/ul>\n\n\n\n<p>Whichever option best fits your goals, referrals ask customers to talk with their friends and family and send them your way.&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>A week or so after they\u2019ve received your product or a few days after you asked for a review.&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>If you\u2019re not considering the different ways you can help a happy customer become a referral source, you\u2019re leaving some revenue on the table. The first step here is surprisingly simple, too. You ask. Many brands immediately jump to \u201c10% off for you and friend\u201d or something similar. But remember, there are <a href=\"https:\/\/thegood.com\/insights\/discounting-for-ecommerce\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">better options than offering a straight discount<\/a>.&nbsp;<\/p>\n\n\n\n<p><strong>How to do it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prompt a share: offer the customer something worth sharing. The generic \u201cI just bought this product, you should too!\u201d social media post is cheesy and pushy (not to mention off-brand for most companies). It\u2019s also a mistake because most customers don\u2019t <em>want<\/em> to associate with this message. But when you provide something more useful, such as a how-to video or recipes paired it with a referral code, sharing that kind of helpful content comes more naturally for your customers.&nbsp;<\/li>\n\n\n\n<li>Give it a personal touch: Similar to the idea above, swap out the cheesy share script for something more thoughtful and personalized. For example, \u201cGood news! Someone out there loves you because they took the time to forward you this video. Here\u2019s a little bit about what we do\u2026\u201d&nbsp;<\/li>\n\n\n\n<li>Offer a creative incentive: While 10% off or $10 for you + $10 for a friend referral offers are common, they\u2019re not your only (or your best) option. Consider alternative perks like free shipping or a free gift. For example, <a href=\"https:\/\/reallygoodemails.com\/emails\/free-socks-are-not-a-myth\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Bombas<\/a> incentivizes referrals with free socks. And who doesn\u2019t want more socks?<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"732\" height=\"1024\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-82-732x1024.png\" alt=\"Bombas referrals email is part of the post-purchase experience\" class=\"wp-image-94535\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-82-732x1024.png 732w, https:\/\/thegood.com\/wp-content\/uploads\/image-82-214x300.png 214w, https:\/\/thegood.com\/wp-content\/uploads\/image-82-610x854.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-82.png 749w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/figure>\n\n\n\n<p>And while we\u2019re calling this a referral email, you could use it to pitch a loyalty program instead. If you need a tool for all this, check out <a href=\"https:\/\/smile.io\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Smile.io<\/a>. They do a great job of helping you manage loyalty programs and referral incentives.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-add-the-customer-to-your-usual-email-marketing\">#6 \u2013 Add the customer to your usual email marketing<\/h3>\n\n\n\n<p>Whew, you\u2019ve done some hard \u2014 and good \u2014 post-purchase email work. There\u2019s just one more send you want to be aware of. When, <em>and only when<\/em>, your customer has completed all the emails above, you can add them to regular-ish marketing emails.&nbsp;<\/p>\n\n\n\n<p><strong>When to send it: <\/strong>After the customer has received all other post-purchase emails.&nbsp;<\/p>\n\n\n\n<p><strong>How to think about it: <\/strong>While it\u2019s true you\u2019re adding the customer to regular marketing emails here, you don\u2019t want to put them on the same cadence as non-customers. Have at least one separate segment for existing customers. Put them on either a slower cadence or only send them high-priority marketing messages (e.g. holidays).&nbsp;<\/p>\n\n\n\n<p>You\u2019ve earned some of the customer\u2019s trust by this point, but you want to keep in the mind it\u2019s still fragile. Remember the adage, \u201ctrust takes years to build, seconds to break, and forever to repair.\u201d Keeping building trust through regular emails.&nbsp;<\/p>\n\n\n\n<p><strong>How to do it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use a tool like <a href=\"https:\/\/www.klaviyo.com\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Klaviyo<\/a> to hold all regular marketing emails until customers have completed the post-purchase flow.&nbsp;<\/li>\n\n\n\n<li>Use a unique tag, segment, or list to identify existing customers in your email platform.&nbsp;<\/li>\n\n\n\n<li>Demonstrate value in slow drip emails<\/li>\n<\/ul>\n\n\n\n<p>Think about it this way: you talk and share information with a friend very differently than you do with a stranger. You\u2019re not sure what a stranger thinks of you; you\u2019re reasonably sure a friend likes you. A customer is more like a friend than a stranger. You\u2019ve earned their affection, and now you can engage with them in a more personal way.&nbsp;<\/p>\n\n\n\n<p>So, instead of bombarding them with additional purchase options and promos, hone in on helpful and personalized emails.&nbsp;<\/p>\n\n\n\n<p>Check out how Ritual does this for existing customers. By showcasing value in slow drip emails, they continue building customer \u201cfriendship\u201d (trust and affection) which improves their retention:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"662\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-83-1024x662.png\" alt=\"ritual vitamins slow drip emails\" class=\"wp-image-94536\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-83-1024x662.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-83-300x194.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-83-768x497.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-83-1536x994.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-83-610x395.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-83.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>One last thing before we wrap up the email journey here: There are a few things you want to keep in mind for <em>every<\/em> <em>email<\/em> you send. These are best practice items that ensure your email is readable, enjoyable, and working as hard as it can for you and customers.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-bonus-best-practice-checklist-for-every-post-purchase-email-nbsp\">Bonus: best practice checklist for EVERY post-purchase email&nbsp;<\/h3>\n\n\n\n<p>Keep in mind, most customers (like you) have roughly 397 unread promotions in their inbox. The fact is, they haven\u2019t been sitting around waiting for your communication. More likely, they\u2019re in their inbox because they\u2019re procrastinating, trying to feel productive, or searching for something.&nbsp;<\/p>\n\n\n\n<p>This means you don\u2019t have long to grab their attention. Follow the checklist below to give your emails a better chance of earning the customer\u2019s attention.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Skimmable:<\/strong> Long blocks of text are intimidating. Say only what you need to say, and even break that up into short paragraphs and bullet points. Don\u2019t make the customer squint at their screen to figure out where you\u2019re saying to them.&nbsp;<\/li>\n\n\n\n<li><strong>Focused on THEM:<\/strong> Lead with what matters most to the customer (Reassurance? Tracking information?) or something that\u2019s valuable to them.&nbsp;<\/li>\n\n\n\n<li><strong>Delightful: <\/strong>Think of the last transactional email you bookmarked or, for that matter, actually remember. I\u2019ll bet it probably <em>delighted<\/em> you in some way. The best emails do. Find a way to deliver joy, surprise, or connection through your emails. Your customers are more likely to remember them (and your brand) if you do.&nbsp;<\/li>\n\n\n\n<li><strong>Inbox friendly:<\/strong> Not everyone uses whatever email app is on your phone. Use a tool like <a href=\"https:\/\/www.litmus.com\/email-testing\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Litmus<\/a> to preview emails in different devices and email providers to ensure your emails look the way they\u2019re supposed to. And use a tool like <a href=\"https:\/\/www.mail-tester.com\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">mail tester<\/a> to ensure your emails reach the customer\u2019s inbox.&nbsp;<\/li>\n\n\n\n<li><strong>True to brand:<\/strong> Don\u2019t use the stock designs or imagery that comes with your email or marketing software. Customize each email with your colors, font, and logo. Make sure the tone and voice you use with customers is consistent, too. Your website, emails, and campaigns should all sound like \u201cyou.\u201d<\/li>\n\n\n\n<li><strong>Purposeful<\/strong>: If you don\u2019t know why you\u2019re sending an email, trust me, your customers won\u2019t either. Have one clear and defined purpose for every post-purchase email.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Alright, that wraps up the nitty-gritty of post-purchase emails. To finish out this journey, let\u2019s zoom back out and make sure we\u2019re on the same page in terms of what you want to track throughout all these optimizations.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tracking-improvements-in-the-post-purchase-experience-four-metrics-you-can-impact-nbsp\">Tracking improvements in the post-purchase experience: Four metrics you can impact&nbsp;<\/h2>\n\n\n\n<p>Done well, optimizing your customer\u2019s post-purchase experience with your brand is going to boost four important metrics:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customer Lifetime Value<\/strong>: If you\u2019re optimizing your post-purchase experience \u2014 from the thank you page to emails \u2014 you\u2019ll see an increase in customer lifetime value (LTV). LTV is the average cumulative total of a customer\u2019s purchases. So, if you\u2019re doing a great job satisfying customers and encouraging them to purchase again, those repeat purchases will drive up LTV.&nbsp;<\/li>\n\n\n\n<li><strong>Healthy Traffic Sources: <\/strong>If you\u2019re incentivizing repeat purchases, you\u2019ll most likely see traffic categories such as Direct, Email, or Referral account for bigger shares of your overall traffic. As in, when you view a pie chart of these in Google Analytics, those channels will make up larger slices than before. This is a good thing because you have more control over these channels than Organic (SEO) or Paid Advertising (Facebook\/Google). And more balance in your referral channels is an indicator of a healthy, secure business.&nbsp;<\/li>\n\n\n\n<li><strong>Verified Product Reviews (&amp; Average Rating):<\/strong> In most cases, people only leave a review if they\u2019re satisfied or deeply unsatisfied. You see few reviews between one and four stars because most customers don\u2019t care about that mushy middle \u2014 at least, not enough to take time out of their day to mention it. If you\u2019re providing a great product with great support and asking for reviews post-purchase, you\u2019re going to gather more verified and high-rated reviews.&nbsp;<\/li>\n\n\n\n<li><strong>Conversion Rate: <\/strong>Thanks to repeat purchases and those verified high reviews, your overall conversion rate should increase as well. Repeat purchases mean easier and more frequent sales, both of which positively impact your conversion rate.<\/li>\n<\/ul>\n\n\n\n<p>Now, with improvements like these, it may be tempting to pull back on traditional conversion rate optimization efforts and focus on post-purchase experience instead. But not so fast. You need both of these for healthy conversions, revenue, and margin.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-pre-purchase-and-post-purchase-optimizations-work-hand-in-hand\">How pre-purchase and post-purchase optimizations work hand-in-hand<\/h2>\n\n\n\n<p>Work your way up to these post-purchase experience steps and start seeing <a href=\"https:\/\/thegood.com\/insights\/digital-experience-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital experience optimization<\/a> as something that spans the <em>entire<\/em> customer experience, from the moment they meet you to their 2nd, 5th, and 50th purchase.\u00a0<\/p>\n\n\n\n<p>If you haven\u2019t done <em>any<\/em> optimization yet, the best place to start is pre-purchase. You want to go to \u201coptimization college\u201d, so to speak, and complete your basic courses on helping the customer get to the point of purchase. Focus first on providing a great customer experience that maximizes the number of visitors who convert into first-time customers.\u00a0<\/p>\n\n\n\n<p>Then, once you\u2019ve graduated, you can move on to graduate school \u2014 post-purchase optimization. With the opportunities to increase average order value, encourage repeat purchases, and improve customer retention, this part of the customer journey is well worth your attention.&nbsp;<\/p>\n\n\n\n<p>Eventually, you&#8217;ll want to have a comprehensive optimization program, which analyzes the end-to-end purchasing process and identifies ways you can continue maximizing the value of every customer experience.<\/p>\n\n\n\n<p>If you&#8217;re already there, consider researching our <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>, which is a custom program that systematically improves your user experience over time.<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > p,.ugb-e894df8-content-wrapper > ol li,.ugb-e894df8-content-wrapper > ul li{color:#ffffff}.ugb-e894df8-wrapper > .ugb-container__image{background-image:url(https:\/\/thegood.com\/wp-content\/uploads\/Example-Images.png);width:40% !important}@media screen and (min-width:768px){.ugb-e894df8.ugb-container{margin-bottom:35px !important}}@media screen and (max-width:768px){.ugb-e894df8-wrapper > .ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":55,"featured_media":93756,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":["Most brands think optimization ends when the customer makes a purchase. But the post-purchase experience is an opportunity so big you can\u2019t afford to ignore it."]},"insight-category":[10073],"insight-tag":[10094,10082,10122],"class_list":["post-93754","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-conversion-tactics","insight-tag-checkout","insight-tag-customer-experience","insight-tag-post-purchase"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-2048x1365.jpg",2048,1365,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-scaled.jpg",112,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-scaled.jpg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-scaled.jpg",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-scaled.jpg",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-karolina-grabowska-4464819-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>Special Note: This article was inspired by an episode of our podcast, Drive &amp; Convert. We go into much more detail here than we did on the show, but you might enjoy listening to the original conversation and subscribing to receive future episodes. When elite marathoners cross the finish line, they don\u2019t high-five the best sign holder (\u201cRemember, you paid for this!\u201d), wipe their brow, and chug a self-congratulatory beer.&nbsp; Astoundingly, many of these best-of-the-best runners keep running. They have an entire cool-down process that starts just minutes after they cross the finish line, and they have that process for&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Laura Bosco","url":"https:\/\/thegood.com\/author\/lbosco\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Ultimate Guide To Post-Purchase Experience Optimization<\/title>\n<meta name=\"description\" content=\"Most brands think optimization ends when the customer makes a purchase, but the post-purchase experience is an opportunity you can\u2019t ignore.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/post-purchase-experience-optimization\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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