Oct 16, 2023

How to increase post purchase conversions in eCommerce.

In the highly competitive world of eCommerce, increasing post-purchase conversions is essential for the success and growth of any online business. Post-purchase conversions refer to the actions taken by customers after they have made a purchase, such as leaving a review, recommending the product to others, or making additional purchases. These conversions not only indicate customer satisfaction but also contribute to customer retention and revenue growth. 

In this article, we will explore the importance of post purchase conversions, key metrics to track, effective strategies to boost conversions, leveraging technology, and measuring the success of your efforts.

Understanding post-purchase conversions

Before diving into strategies and metrics, it is important to understand the significance of post-purchase conversions. Unlike traditional conversions, where the primary goal is to make a sale, post-purchase conversions focus on building long-term customer relationships and loyalty. 

When customers take positive actions after a purchase, it indicates satisfaction, trust, and a willingness to engage further with the brand. This leads to increased customer retention, word-of-mouth referrals, and even higher average order values. By recognizing the value of post-purchase conversions, eCommerce businesses can develop effective strategies to maximize these outcomes.

The importance of post-purchase conversions

Post-purchase conversions are indicative of a successful customer journey. When customers take the time and effort to leave a review or recommend a product to others, it demonstrates their satisfaction and confidence in the brand. These actions also contribute to building trust and credibility for the brand, making it more likely for potential customers to convert in the future. 

Additionally, post-purchase conversions play a crucial role in customer retention. By engaging customers after their purchase, businesses can nurture the relationship, address any concerns, and offer personalized recommendations, ultimately leading to repeat purchases and long-term loyalty.

For example, imagine a customer who recently purchased a high-end camera from an eCommerce store. After receiving the product, the customer is delighted with its performance and features. They decide to leave a detailed review on the store’s website, highlighting the camera’s exceptional image quality and user-friendly interface. This review not only serves as valuable feedback for the business but also acts as social proof for potential customers who are considering purchasing the same camera. The positive experience shared by the customer increases the likelihood of conversions for the store.

Moreover, post-purchase conversions can also lead to word-of-mouth referrals. When customers are highly satisfied with their purchase, they are more likely to recommend the product or brand to their friends, family, or colleagues. This organic form of marketing can significantly impact the growth of an eCommerce business. Positive word-of-mouth referrals not only bring in new customers but also instill trust and credibility in the brand, making it easier to convert potential customers into loyal ones.

Key metrics for  post-purchase conversions

To effectively measure and optimize post-purchase conversions, it is essential to track key metrics. By analyzing these metrics, businesses can identify areas of improvement and tailor their strategies to boost conversions. Some important metrics to consider include:

Review conversion rate: This measures the percentage of customers who write a review after a purchase. A higher review conversion rate indicates customer satisfaction and a greater likelihood of positive word-of-mouth.

Referral conversion rate: This measures the percentage of customers who refer the product to others. A higher referral conversion rate indicates strong brand advocacy and potential new customer acquisition.

Repeat purchase rate: This measures the percentage of customers who make additional purchases. A higher repeat purchase rate indicates customer loyalty and a strong relationship with the brand.

Average order value: This measures the average value of orders placed by customers. An increasing average order value indicates successful upselling and cross-selling strategies.

By tracking these metrics, eCommerce businesses can gain valuable insights into their customers’ post-purchase behavior. For example, a high review conversion rate combined with a high referral conversion rate suggests that customers are not only satisfied with their purchase but also actively promoting the brand to others. This information can help businesses identify their most loyal customers and develop targeted marketing campaigns to further engage and reward them.

Similarly, monitoring the repeat purchase rate and average order value can provide insights into the effectiveness of upselling and cross-selling strategies. If the repeat purchase rate is low, it may indicate a need to improve customer retention efforts, such as offering exclusive discounts or personalized recommendations based on previous purchases. On the other hand, if the average order value is consistently increasing, it suggests that customers are receptive to additional product offerings and are willing to spend more with the brand.

By understanding the importance of these conversions and tracking key metrics, businesses can optimize their strategies and maximize the value they derive from each customer interaction.

Strategies to boost post-purchase conversions

Now that we understand the importance of post-purchase conversions and the metrics to track, let’s dive into effective strategies to boost these conversions.

When it comes to enhancing customer experience, there are several key factors to consider.

  1. Customer experience

A seamless and personalized customer experience is crucial to drive post-purchase conversions. By providing excellent customer service, businesses can create a positive impression in the minds of customers. This includes offering timely order updates, ensuring that customers are informed every step of the way. Additionally, personalized product recommendations can go a long way in making customers feel valued and understood.

  1. Returns policy

Another important aspect of enhancing customer experience is having a hassle-free return policy. By offering easy returns and addressing customer concerns promptly, businesses can contribute to customer satisfaction and loyalty. Customers are more likely to make repeat purchases if they feel confident that their concerns will be taken seriously and resolved efficiently.

  1. Post-purchase emails

Implementing effective follow-up techniques is another strategy that can significantly impact post-purchase conversions. Following up with customers after their purchase is an effective way to nurture the relationship and encourage further engagement. One way to do this is by sending personalized thank-you emails. These emails not only show appreciation for the customer’s purchase but also provide an opportunity to request reviews. Positive reviews can help build trust and influence potential customers, leading to increased conversions.

  1. Discounts and rewards

In addition to thank-you emails, offering exclusive discounts or loyalty rewards can also incentivize customers to take positive actions. By providing customers with special offers or rewards for their continued support, businesses can encourage repeat purchases and increase post-purchase conversions. Automated email sequences can be set up to ensure timely and relevant follow-ups, enhancing the chances of post-purchase conversions.

  1. Upsells and Cross-Sells

Utilizing upselling and cross-selling techniques is yet another effective strategy to boost post-purchase conversions. By recommending related products or offering upgrades at strategic touchpoints, businesses can increase the average order value and encourage customers to make additional purchases. However, it is important to ensure that these recommendations genuinely add value to the customer and align with their preferences. Pushing irrelevant or unnecessary products can have a negative impact on the customer’s experience and may even lead to a decrease in conversions.

By focusing on these strategies and continuously improving the customer journey, businesses can increase conversions and build long-lasting relationships with their customers.

Leveraging technology for post-purchase conversions

In today’s digital age, technology plays a crucial role in driving post-purchase conversions. Let’s explore some ways to leverage technology effectively.

The role of email marketing

Email marketing is a powerful tool for engaging customers and driving post-purchase conversions. By creating segmented email lists based on customer preferences and purchase history, businesses can send targeted campaigns. These campaigns can include personalized product recommendations, exclusive offers, and relevant content to keep customers engaged and encourage repeat purchases.

Using social media for customer retention

Social media platforms provide an excellent opportunity to connect with customers and foster a sense of community. By sharing valuable content, responding to customer queries, and showcasing user-generated content, businesses can strengthen the bond with their customers. Additionally, running social media campaigns and contests can encourage customers to share their experiences and increase post-purchase conversions.

Harnessing the power of mobile apps

In an increasingly mobile-centric world, having a mobile app can significantly enhance post-purchase conversions. Mobile apps provide a convenient and personalized shopping experience, allowing businesses to send push notifications, exclusive offers, and personalized recommendations. By integrating features like in-app messaging and easy reordering, businesses can streamline the customer experience and drive repeat purchases.

Measuring the success of your post-purchase conversion strategies

Now that we have explored various strategies to boost post-purchase conversions, it is crucial to evaluate their effectiveness.

Tracking conversion rates

Continuously tracking and analyzing conversion rates for different post-purchase actions is essential to measure success. By monitoring the review conversion rate, referral conversion rate, and repeat purchase rate, businesses can identify trends and make data-driven optimizations. This analysis can uncover insights into which strategies are effective and guide future decision-making.

Analyzing customer feedback

Listening to customer feedback is a valuable source of insights for improving post-purchase conversions. Analyzing reviews, ratings, and customer surveys can provide valuable information about areas of improvement and customer preferences. Addressing any negative feedback promptly and implementing relevant changes can help increase customer satisfaction and subsequent conversions.

Evaluating revenue growth

Ultimately, the success of post-purchase conversion strategies can be measured by evaluating revenue growth. By analyzing the impact of these strategies on the average order value, customer lifetime value, and overall revenue, businesses can assess their effectiveness. A continuous focus on revenue growth indicates sustainable post-purchase conversion strategies.

By understanding the importance of post-purchase conversions, tracking key metrics, implementing effective strategies, leveraging technology, and measuring success, businesses can optimize their efforts and maximize the value of their customer relationships. With a customer-centric approach and a continuous focus on improving the post-purchase experience, eCommerce businesses can thrive in a competitive market.

Make post-purchase offers that increase AOV.

Neeta is the Content & Community lead at AMP. She has over 8 years experience in eCommerce marketing having previously worked for TradeGecko.

Start today,
for free

Start a free trial of any of AMP’s tools today.