2 Great Ways to Boost Repeat Purchases

Every business wants repeat customers, but in live entertainment the challenge of getting them can be tough. As Jim reported in his post The Way of Attrition, 68-73 percent of people who come to arts venues once don’t come back. He goes into more detail on why that is and how to fix it in his post, but today we’d like to address another way to keep customers coming back.

How? Your website. Kissmetrics.com points out a few ways to tweak your website which can help customers purchase tickets again and again. You can read the full article here, and check out a few helpful tips below:

“1. Make the Checkout as Painless as Possible

Problems during the payment process have forced two-thirds (66%) of shoppers to abandon their transactions.

The first problem with most checkout process? Too many steps.

People are impatient. You can’t expect them to complete a 10-step checkout process when Amazon has a one-click checkout feature.

You don’t have to be a large company to create an optimal checkout. Reducing the amount of steps in your checkout can be easily approached by asking a few questions:

    • Am I requiring account creation?
    • Am I saving customer information to auto-populate?

Do I offer a one-click payment option?

Your answers to the above questions will help highlight areas that, if changed, can speed up your customer’s checkout process dramatically.

The second major problem many brands struggle with is their mobile checkout design.

In comparison to desktop, viewing and understanding a mobile shopping cart are very different user requirements.

As the customer’s screen gets smaller, the elements of your store have to condense yet still remain important, visible, and usable. Take J.Crew’s mobile process compared to Bonobos:

When selecting a size on the J.Crew site, it’s very unclear that I’ve selected a medium. The size is outlined very subtly. The shopping cart (an element that should always be present) is nowhere to be seen on the screen.

In comparison, Bonobos’ product pages are optimized for mobile platforms. Size and color is chosen in a dropdown, so it’s clear what I’ve selected. The shopping cart remains present and large in the top right-hand corner, easy to select without scrolling.

To optimize your own checkout, start by going through the process yourself on your ecommerce site.

When you try to purchase something, where are you getting frustrated? Your customer is most likely feeling the same.

2. Optimize Your Digital Receipts

One of the most personal and effective channels is your customer’s inbox. Don’t hold it sacred for newsletter and informational mailings only – use your digital receipts to engage with your customer and give them an opportunity to purchase from you again.

In the receipt, include links to items similar to what was purchased. Generate a one-time discount code with a nearing expiration date to encourage them to spend. Offer a referral incentive. The possibilities are vast.

Take Bonobos for example (again). The below image is an example of an email receipt from them. Along with my order details (not shown) the company offered me various ways to engage with the brand, including a blurb about their “Equateur” blog.

There are also links to two product categories that are different from the category I purchased from. This is a smart play.

Perhaps the customer is a woman unfamiliar with the brand, buying a product for her boyfriend. When she receives the receipt, she’ll most likely be inclined to take a look at Bonobos’ women’s clothing line (especially if she had a great experience).”

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