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Episode Info: Jon dives into why Conversion Rate Optimization doesn’t stop after the purchase and the different points after-purchase that you need to optimize in order to drive higher revenues. Link:The Essential Guide to Ecommerce Sales Promotions (In this article, #51-78 are focused on promotions you can run that aren't discounts) Outline: First, Jon cover’s different points after purchase that CRO can have an impact: In cart, right after purchase -Thank you page Email post-purchase sequence: -Confirmation email -Shipping confirmation -Customer service -Please leave a review – just click here -Add to general marketing email list sends He also explains the metrics a brand should be looking at to track progress of post-purchase optimization:-Return purchase -CLTV -Conversion (overall, should go up with repeat customers!) Jon is a firm believer that companies shouldn’t use discounting in post-purchase communications. However, there may be offers you can make that are not discounts. You do not want to become a discount brand. Finally, Jon explains that a successful method for getting referrals post-purchase outside of a set loyalty program is just to ask! Very few do! Transcript: Ryan: Jon, today, I really want to move our focus to an area that I think many companies and individuals would not normally think of conversion rate optimization and the impact it can have. I'm talking about post-purchase. Most people generally would assume that once a purchase happens on the website, CRO has done its job, time to move to the next person on the site and get them to convert. But, because I know you, I'm aware that CRO doesn't stop at the purchase. There's a lot more to be done. Can you explain to people, that maybe aren't aware of post-purchase conversion rate optimization, what they need to be thinking about, what they need to be doing, and why it even exists after they've already taken the sale, done what you wanted them to do originally? Jon: Right, and I think that's an important point there, Ryan, which is that most people think that conversion optimization stops as soon as you get someone to purchase. I think that's really shortsighted and it's a big problem because so much of the consumer experience and getting people to purchase a second time, is all about what happens when they purchase that first time. So, if you get them to convert, your job's not done. At that point... you got to think of this like a marathon. You just ran a marathon. Most people who are seasoned marathon runners, they get through that finish line. They have a process they still go through to cool down, protect their body, recover a little bit. It's the same thing here. After you've- Ryan: ... And I just go drink beer. Jon: ... Right, exactly, and that's why you don't run marathons. Ryan: That's why I don't. Jon: Learned that lesson the hard way, huh? Ryan: Uh-huh (affirmative), I did. Jon: Yeah, so exactly, this is it, where we can't just stop and drink a beer....
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