Actionable Optimisation

Actionable Optimisation #54 – Improve the Post-Purchase Experience

 August 2, 2021

By  Will

Improve the Post-Purchase Experience to Build Engagement, Reduce Customer Queries, and Boost Retention

to access the Customer Experience Optimisations ebook.

Post-purchase experience… is not something many DTC brands take seriously - or so it seems to me. As soon as the order confirmation is sent to the customer, many ecommerce stores go radio silent (out of 150 UK’s top retailers, an astonishing 87% cease communications right after checkout). No shipping updates. Boring unboxing experience. 

And then - a few days later, they’ll reach out to the customer only to ask for a review. But post-purchase can drastically affect customer support, reviews, and retention. It’s just such a simple way to show your customers you care for them as individuals, rather than data points with wallets.

But where should you start? What can you offer your customers?

The one key thing really, the thing they’re concerned about the moment they complete their purchase…

Order tracking.

So simple, but something so many brands dont bother with.

They leave it to the courier when at the end of the day, if someone goes wrong the customer doesn't go to the courier with questions, they come to you.

So why not take charge of the situation, partner up with tools such as ParcelLab, Fenix Commerce, or Malomo and present your customers with order tracking pages letting them know exactly what the status of their order is (including returns as well).

But wait, there’s more…

Why not go a step further and provide some useful content to your customers?

Guides on how to use or install your product.

Recipes to plan for when your product arrives.

Style guides and advice on what to wear the clothes with.

There’s opportunity for every business out there to give value to their customers immediately after the purchase and with the vast majority of businesses, including your competitors, not bothering to do anything it’s not going to be difficult to stand out.

Post purchase


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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