You’ve just been on an amazing date. You had a really good time getting to know them better. There wasn’t a single point in the evening that felt uncomfortable or awkward. In fact, it couldn’t have gone any better!
As you’re saying goodbye, you both agree that you’d like to go on another date. They say they’ll be in touch to arrange the next meet-up.
But then a few days pass and you haven’t heard from them yet. You start to wonder… was that date really as good as you thought it was?
Maybe they’ve just been busy or forgotten to message. So you send them a text.
But you get no response.
A few days later you send another text.
Still no response.
Uh oh. Looks like you’ve been ghosted, my friend.
Ghosting definition (according to Merriam-Webster) :
‘’the act or practice of abruptly cutting off all contact with someone (such as a former romantic partner) usually without explanation by no longer accepting or responding to phone calls, instant messages, etc.’’ -https://www.merriam-webster.com/dictionary/ghosting
You’re probably thinking, ‘’what’s all this got to do with my ecommerce shop?’’
You might be ghosting your customers without even realising it. And it could be massively affecting your sales and revenue.
Don’t ghost post-purchase!
Ever heard of the post-purchase journey?
This is what happens to the customer after they’ve made their purchase from your eCommerce shop. It’s an incredible place to grow your business. Unfortunately, a lot of brands don’t take advantage of it.
Not giving your customers an amazing post-purchase journey is like ghosting someone; you might not get that second date.
You’ve essentially cut off communication with that customer after their first purchase. Which can put them off buying from you again.
There are so many shops online. If your customer finds somewhere with better products, better service and a better line of communication, they will shift their loyalties. You’ve got to put the work in to keep your customers coming back for more.
What should you do?
Take control of your customer’s post-purchase journey! Create a transactional campaign that’s chocked full of personalisation and increases the number of brand touchpoints.
The first way you can do this is by creating your own branded tracking pages. If this is possible for your brand, it sets an excellent foundation for your transactional emails to link back to. (Want to know more about transactional email campaigns? Click here)
#1. Tracking Page
You know when you buy something online? You usually get a few emails or texts giving you info about your order.
These emails get some of the best open and click-through rates out of any other campaign. When your customers click on these types of emails, they get taken to a tracking page on the delivery couriers’ website i.e. DPD’s website.
Fun fact: On average, a person will check their parcel tracking page 4.6 times before they even get the package. (constantly checking messages? …Sound familiar?)
The trouble is, as mentioned above, people who check the tracking pages often don’t get sent to your website. They get sent to the courier’s website. What does this mean? You end up missing out on tonnes of traffic, because your customers are being sent to DPD, Royal Mail, Evri etc.
This is a huge missed opportunity for your website to increase landing page views and brand exposure!
That’s where having a branded tracking page comes in handy.
Instead of sending people to courier pages, you could send them to a specific branded tracking page on your site. From here they can see the status of their order and any other messaging you want to put in front of them at that point.
This page is the perfect chance to increase sales and revenue.
Here’s what to include on your branded tracking page:
- Large banner-style image at the top of the page
- Branded to match your style guidelines
- Helps to increase brand recall and affinity
- Status of shipment. E.g: waiting to be shipped, shipped, out for delivery, delivered
- Estimated arrival time
- Button to click and check where your order is
- A block at the bottom of the page with 3-10 frequently asked questions
- The perfect way to handle customer queries without your customer service team being flooded with questions and complaints
- Give extra info to customers before their order arrives (e.g tips on how to best use products)
- Show the customers different products that they might be interested in
- Can include complimentary products, frequently bought together products and best sellers
- Make sure they are relevant
- Great way to get extra sales and encourage repeat purchases.
Now the foundation is set, next time we’ll talk about using SMS and email effectively to get your customer excited before they receive your product.
Want to know even more ways to grow your business, increase your profits and keep customers coming back for more?
We’ve created an E-book that contains 7 actionable steps you can take as a business, to do all these things plus advice on how to protect yourself from the recession.
Download our E-book and start making a difference in your business today:
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