Improve customer engagement.
Review your flow reports in your website analytics platform to see internal online touchpoints that drive customers to your site.
Your on-site user journey will show the internal customer touchpoints after a purchase and help you identify what pages a customer goes to after conversion, such as product pages, help pages, product guides, or your knowledge base.
In Google Analytics, for example, use:
- Behavior Flow to see how users navigate from one page to another.
- Goal Flow to learn whether your prospects are completing set goals or leaving your site in the middle of the journey.
List all of your transactional emails. If you have a complex post-purchase sequence, visualize it with a tool like Draw.io or Google Drawings.
Transactional emails include:
- Thank you messages.
- Order confirmations.
- Shipping updates.
- Billing notices.
- Subscription reminders.
List all of the marketing emails you are sending. If your email service provider supports it, add a purchase tag to the marketing messages sent to customers after a purchase.
All of your customers should automatically be added to your email list, and your regular email campaigns are constant post-purchase touchpoints. For example:
- Monthly newsletters.
- Product announcements.
- Product recommendations.
- Educational messages.
- Email surveys.
- Dedicated review websites.
- Community forums.
Consider post-purchase surveys on your thank-you landing pages, and Net Promoter Score (NPS) surveys anytime someone interacts with your site. These survey tools can run both NPS surveys and general customer surveys:
Review your active loyalty programs to see how you’re engaging with these loyal customers: via direct mail, email, or text messages.
Interview your marketing, sales and support teams to list all offline and online post-purchase touchpoints that may not be highlighted in metrics and data.
Not every customer touchpoint can be attributed to a concrete online interaction tracked by your analytics or surveys.
Include the following columns in your spreadsheet:
- Where customers are told to go after purchase.
Ask them about post-purchase interactions they have with customers. Touchpoints that your teams may incorporate include:
- Product demos.
- Sales pitches for product or service upgrades or add-ons.
- Presentations or webinars.
- Events and conferences.
Common internal examples include:
- Knowledge bases
- Help center pages
- Contact pages
- Tips and tricks pages
- Video tutorials.
Common external examples include third-party blog posts and articles explaining how to use your product, or how to accomplish certain tasks. Automate this by creating a Google Alert about your product and skimming the alerts you receive to see if it’s post-purchase content.
Review where these current touchpoints fit in terms of buyer stages.
Fill gaps in your post-purchase customer journey to improve communication, increase customer satisfaction with your product, or encourage your customers to stay engaged with your brand.
This may include identifying potential missed opportunities, or where your competitors are using a different touchpoint that may prove beneficial for your own brand.
For example, if customer service regularly receives complaints about shipping and delivery time, you may need to set clearer expectations with additional transactional emails explaining what the customer should expect when they check out.