How to convert Customers into Promoters
In the field of sales, especially in e-commerce, the entrepreneur's challenge is twofold:
convert website visitors into customers:
make them loyal then transform them into promoters of the brand.
Consumer behaviour has changed nowadays: before a purchase, we inform ourselves online, reading reviews, comparing products and prices. The famous Zero moment of truth theorised by Jim Lecinski of Google in the now distant 2011.
Once customers have been acquired, it is of fundamental importance to retain them.
Satisfied customers are the best advertising
Word of mouth generated by satisfied customers, spreading their enthusiasm and recommendations, is undoubtedly the best publicity, therefore that is what we must focus on. Yes, we must, because as consumers, we are more inclined to trust the direct experience of people we know than the self-referential advertising that the brand broadly conveys. The key to this process is never to leave the consumer, not even after the purchase. It becomes essential to establish a long-term relationship that makes the customer feel satisfied and looked after at all times. In this way, customers can only speak well of you and your brand, recommending it offline to friends and sharing content online concerning it. But how do you generate all this? Together, let's take a look at 4 aspects that can be used to retain customers and turn them into evangelists of your e-commerce.
One aspect that should never be overlooked in e-commerce is customer service. This part of the funnel needs special attention and must be provided in the most usable and quickest way possible. There are many alternatives to the classic call centre. For example, chatbots and digital assistants are very effective and are becoming increasingly popular. Such a system is essential in order not to lose a potential customer who is having problems buying on an e-commerce site. You need to eliminate the friction between the users and their purchase. (and we don’t say so just because we happen to sell a product that offers you digital assistants on your website, there is also this Forbes article you should check out)
As we have already mentioned, user reviews and opinions are critical to a brand's reputation, but they are also very important content for potential customers in the awareness phase. That's why it's useful to encourage reviews to be generated. How?
By emphasising user reviews in the product sheets, in order to encourage new customers to write one;
By asking customers to leave a review after making a purchase, perhaps rewarding their effort with credits to be accumulated or dedicated discounts;
By activating a system to detect the level of satisfaction for the purchasing process, in a simple way (for example a vote from 1 to 10 or with the traditional 5 stars);
By activating reviews on the Facebook page;
But having reviews on your products page is not enough, even if they all got 5 stars. You should encourage you customers to leave long and compelling reviews that underline the positive and negative aspects of your products, because this is what is actually going to convince new users to buy. Again, we don’t say so just because our tool allows you to integrate customer reviews in your website in a more effective and convincing way, but because we read this great research from Harvard Business School, along many others.
As already mentioned, it is necessary to promote word of mouth, followed by the sharing of brand content so as to convert customers into promoters. In this context, it is important to produce engaging, useful and interesting content, which will be spontaneously shared by users on social platforms, generating an organic and authentic echo.
Once you have obtained your customers' email address, it will be important to use it as effectively as possible. At the same time, the company should at least request the name and surname; this information will be used to send personalised emails that make the consumer feel important. A greeting like "Hi Josh" is certainly more appreciated than a generic and banal "Dear Customer". The more a company knows the tastes of its customers, the better.
The purpose of an e-mail marketing strategy is in fact to retain the customer with targeted proposals, discounts and special offers created specifically for subscribers to the service.
It's five times easier to see a satisfied customer return than to acquire a new one, which is why you should invest time and resources in developing a loyalty strategy.
By making the most of the tools and techniques we have suggested in this article, you can facilitate the process of converting your customers into promoters.