Techniques For Encouraging Repeat Purchases Online

Improving 2nd purchase conversion by 5% can boost LTV by 20-35%. But most brands don't focus on this. Some tips to increase re-purchase (#5 is my fav) 👇 I looked at data for 100+ of our retail brands. On average: - First-time buyers have a 15-30% chance of returning - After a second purchase, that jumps to 60-70% Because of this snowball effect, little improvements to 2nd purchase conversion (+5%) can mean significant LTV jumps (+20-35%) Here's a handful of tactical things we've seen work. ----- 1. Focus on a shorter window than you think. Run your retention curves. Chart % of customers making 2nd purchase by month. You want to find where the cumulative repeat rate flattens out. - Most brands will be ~90 days. - Consumable brands (supps, food/bev, beauty) will be shorter (30 days). - Products w/ longer usage cycles may by 180 days or more. It all depends. Many brands make the mistake of using a 12-month window to look at churn. You've almost certainly lost that customer by then. Focus on a shorter window than you think. 2. Cross-category has a higher propensity of longterm retention ----- Cross-category buyers (almost always) have a higher LTV than single-cat buyers. - If they bought jeans, offer tops or accessories - If they bought skincare, suggest adjacent skus, not refills - If they bought a core product, introduce them to your specialty items Ps, you can segment your CRM and split test this. Just remember to tag your customers when measuring long-term LTV performance. ----- 3. Micro-commitments + Add Value! Before asking for a 2nd purchase, squeeze out small/easy commits: - Request product feedback/review (one question) - Offer style or usage guidance (post-purchase series) - Provide value-added content related to their purchase - Solve common problems w/ the products - Show how other customers use it Each small activity builds more engagment (and goodwill) w/ your brand. ----- 4. Implement a "Last Chance" campaign If your 2nd purchase window is 90 days, maybe that's Day 60. Deploy a specialized "almost lost" campaign. - Use language w/ mild urgency (avoid depsparation) - Include an unexpected benefit or small gift/gwp/ The offer MUST be better than what you'd give a first-time customer. ----- 5. Make the product better That's it. Just improve the product quality, and you'll see a natural jump in repurchase. It helps acquisition too (referral/WOM). By shifting a little focus from acquisition to that crucial second-purchase moment. What's your 2nd purchase "window"? 30, 60, 90 days? What are you doing to shrink that window? #ecommerce #customeranalytics #ltv

Want to turn one-time buyers into loyal customers? Create a post-purchase experience that keeps them coming back for more. Most brands focus all their energy on getting that first sale. But the job isn't done after you've earned their business. In fact, it's just getting started. Here's how to optimize your post-purchase experience to turn new customers into lifelong fans: 1. Optimize Your Thank You Page The thank you page is prime real estate. Don't waste it on a generic "Thanks for your order!" message. Instead, use it to reassure anxious buyers, engage excited customers, and even drive additional sales. Here are a few ideas: → Showcase happy customers and UGC → Highlight the cause (or team) their purchase supports → Offer a no-brainer upsell or cross-sell opportunity → Give them a pre-written way to brag about their purchase on social media 2. Dial In Your Transactional Emails Your transactional emails get way higher open rates than promotional messages. Take advantage of that attention. If you're still sending a generic order confirmation email, you're missing a huge opportunity to build rapport and increase customer lifetime value. These emails should always: ✓ Set clear expectations for next steps ✓ Build hype during the time between their order being placed and their product being delivered ✓ Check in to make sure everything arrived okay ✓ Provide helpful resources to ensure they get maximum value from their purchase ✓ Make it dead simple for them to get help if they need it 3. Ask For A Review At The Right Time A week or so after delivery, ask for a review. But don't just send a generic "please rate your purchase" email. → Remind them of the great experience they just had → Provide thoughtful prompts to help them get past their writer's block → Make leaving a review as frictionless as possible → Consider offering them a valuable incentive or token of your appreciation 4. Ask Them To Refer A Friend Humans are social creatures. We tend to hang out with people who share similar interests and values. That means that one happy customer probably knows 5-10 other people who would be a perfect fit for your product. Don't be afraid to ask for referrals. If you've done a great job up to this point, advocating for your brand should be an easy "yes." What's the overarching trend here? Make it personal and on-brand! Customers who see the same cookie cutter templates immediately go into autopilot. If you really want to maximize your customer lifetime value, you need to customize and personalize every step of the post-purchase experience, so you leave a lasting impression. One that not only creates loyal fans, but also inspires them to bring their friends along with them.

Most brands stop their “first purchase” celebration too early. The funnel usually looks like this: → Welcome flow → First purchase → Abandon them Here’s what you should do instead: Create a post first purchase milestone flow. Goal? Move them from buyer → believer → repeat customer. Try this: Email 1 → “You’re one of us now” (Welcome to the customer community. Make it emotional) Email 2 → “Here’s how to make your purchase go even further” (Bonus content, accessories, tips) Email 3 → “Want to unlock a VIP perk?” (Refer a friend, subscribe, or hit spend threshold for a reward) You don’t just want the first sale. You want the next identity shift.