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The ecommerce era is defined by convenience and conversions. For online businesses, the ultimate goal is to increase conversions by redefining convenience for customers. The buyer journey does not end after making a purchase. In fact, it triggers the final stage of the buyer journey —the post-purchase experience.
Customers spend the longest time in the post-purchase phase of the buyer journey. They are just anxiously waiting in anticipation of their order. This makes it one of the most critical phases of the journey —which most ecommerce stores struggle with.
In simple terms, the post-purchase experience is how you treat a customer after making a purchase from you. This customer engagement after the conversion is the final phase of the buying journey. It includes activities like asking for feedback or suggestions and handling returns or exchange.
Ecommerce is a highly competitive environment. Customers have a plethora of options when it comes to purchasing products online. This makes brand differentiation critical and challenging for online sellers. Therefore, the post-purchase experience becomes a key factor in determining which brand's products a customer would buy.
A great post-purchase experience can act as a trigger and lure customers into making a repurchase. Here, the McKinsey Loyalty Loop comes into play. It is a customer behavioural model that outlines the entire buyer journey, including the four phases: initial consideration; active evaluation or research for potential purchases; closure, i.e. the moment of purchase; and the post-purchase experience.
In addition, delivering a great post-purchase experience comes with the following benefits:
Research shows that increasing customer retention by just 5% can boost profits by 25% to 95%.
2. Provide order tracking
Customers like to know where their order is and when it will be delivered to them. Retailers can provide real-time order tracking and updates to let the customer know where their order is. It can relieve any stress or anxiety customers may face with their order. This kind of stress-free delivery experience helps retailers to increase customer satisfaction and loyalty.
3. Greet customers with a personalised message
After customers make a purchase, sent them a personalised message like a thank you note. Such messages can create a positive impression in the minds of customers.
4. Deliver a great unboxing experience
By delivering products in custom packages and including inserts like promo codes, referral offers, and freebies, you can delight your customers. This type of unboxing experience creates a lasting impression, which can go a long way to create happy and loyal customers.
5. Ask for feedback
Online shoppers rely on product feedback to make purchase decisions. To get detailed feedback, you need to ask for it after a few days or sometimes months from purchase, so the customers get quality time to use the product. If the customers like the product after usage and are excited about the purchase, they might be delighted to share the experience when you reach out for a review.
6. Give product care tips
After customers receive the product, retailers can engage with customers by sharing product tips and "how-to" guides. These easy-to-understand tips and guides can drive customer satisfaction. You can also share product maintenance tips from time to time via email to customers. Moreover, effective communication at the right time will also help you resolve any issues or pain points the customers face while using your product.
7. Conduct surveys to understand your customers better
Conducting a survey helps you to understand if customers are satisfied with the products and service you offer. You can gain insights and work on areas that require improvement. Moreover, it also helps customers realise that their feedback and opinion matter.
8. Give out friendly reminders on special occasions
During customer surveys, retailers can ask for details like birthdays and anniversaries dates and use this data to give tailored recommendations for customers. A well thought out product recommendations on special occasions can make your customers happy.
9. Nurture with ongoing offers and deals
One easy way to get back to existing customers and create loyalty is by providing ongoing offers and deals. Nurturing during the post-purchase phase keeps your brand name at the back of the customer's mind. When customers need a product you sell, they only turn to you, no matter what the competition provides.
10. Create referral programs for customers who provide maximum NPS
Customers who are happy and loyal are more likely to give high ratings on your Net Promoter Score (NPS) survey, and they are also more likely to write product reviews and share purchase experiences with peers, friends, and family. Retailers can create a unique referral program revolving around customers who provided a high NPS score to reach more prospective customers.
According to Hubspot Research, happy customers want to support the businesses they love. 90% of consumers are more likely to purchase more, and 93% were more likely to be repeat customers at companies with excellent customer service.
With Eshopbox, you can deliver a great post-purchase experience for your customers by:
If you are looking for brand loyalists instead of one-time customers, you need to pay attention to what happens after the customer converts. The post-purchase phase is an opportunity to leave a positive impression that will keep your customers coming back. And these brand advocates will help you tap into more conversions. It will make an excellent foundation to build a dedicated customer base in the long run.