Far too frequently, marketers tend to focus on conversions as the end of a long process. The moment that a prospect converts, the goal is usually seen as being accomplished. In reality, a conversion is actually only one step in the process and is certainly not the end of the line.
Why Continue Engagement after Conversion?
One of the most important reasons for continuing engagement even after the conversion has been made is the need to address potential buyer’s remorse. It is not uncommon for customers to experience this phenomenon once they have completed a purchase and this is something that you want to avoid. The best way to do this is to provide the buyer with a nice surprise so that they once again begin to feel pleased with their purchase. It is imperative that you make sure the customer feels reassured regarding their decision to make a purchase from you. Not only does this encourage future purchases, but it also helps to reduce refund requests.
Successful post-conversion strategies are based on providing the customer with something that is valuable. Great options for using for post-conversion strategies include:
- Bonus gifts
- Competition entries
- Priority treatment
- Discounts and coupons
- Informative products
- Webinar access
While it is important to give something of value to your customers, it is also important to make certain you receive something in exchange. Such options could include:
- Social shares
- Additional customer information
One way to do this would be to offer your customer a free bonus in exchange for them sharing the product they purchased from you on their social accounts. This can often have the effect of increasing your conversion rate as your number of “likes” increases. You may also find that this helps you to generate more customers. The good news is that it is easy to replicate this strategy.
Using Email Autoresponders to Boost Engagement
Email autoresponders are another great way to boost engagement following conversion, particularly when used for obtaining social shares and likes. The last thing that you want is for your customer to forget about you after they have made a purchase. This is particularly true when your goal is to build a long-term relationship with the customer and build a sense of loyalty. There are numerous ways in which you can utilize autoresponders in this regard, including by sending discount coupons at certain intervals after the purchase or on special dates, such as the customer’s birthday. The best way to leverage this technique is to encourage the customer to re-order or upgrade.
Another successful technique you may use is to drip feed informative and educational content to assist customers in understanding the benefits related to upgrading their product or service. You might also consider providing incentives for customers to share their experiences in exchange for a competition entry.
Finally, you might consider encouraging customers to follow your brand on their social networks. This is actually an excellent strategy for building your social following. The key here is to provide your customers with a strong and compelling reason for following you.
Here are some great sources for Email Auto-Responders