Congratulations! Someone has just purchased your online course, and you’ve successfully taken them through the buyer journey. But your job is not yet done.
This step in the journey is often neglected, but it’s crucial for turning satisfied customers into loyal ones who are more likely to recommend your course to others. In this post, I’ll explore common post-purchase behaviors and provide tips to improve them.
Comparing Expectations and Performance
After making a purchase, customers will compare their expectations with the actual performance of the product, in this case, your course.
They will judge the value they received, the ease of use, and the level of support they received.
If your course falls short of their expectations, customers may feel disappointed and may be less likely to purchase from you again. To avoid this, it’s important to manage expectations from the beginning and to deliver on your promises.
Creating a Positive Post-Purchase Experience
A positive post-purchase experience can lead to increased satisfaction, retention, and advocacy. It can also create opportunities for upselling and cross-selling. Here are some tips for creating a positive post-purchase experience:
Provide excellent customer support
Make sure your customers can easily contact you and that you respond to their inquiries quickly and effectively. Offer various channels for support, such as email, chat, or phone support, and ensure that you have a knowledgeable and friendly support team available to answer any questions or concerns. You can also provide a FAQ page or a knowledge base to help customers find answers to common questions.
Ask for feedback
One of the best ways to improve your course and provide a positive post-purchase experience is by asking your customers for feedback.
You can send a survey after the course completion or ask for feedback in a follow-up email. Make it easy for customers to share their opinions by providing a simple and straightforward survey, and show that you value their feedback by taking their suggestions into account.
Offer exclusive content
Provide your customers with exclusive content that they can only access as a purchaser of your course.
This can include access to a private Facebook group, a members-only website with additional resources, or special offers or discounts on future courses or products.
This can help build a sense of community around your course and make customers feel like they are part of an exclusive group.
Personalize your communication
Use your customer’s name and personalize your emails and other communications to make them feel valued.
This can include sending personalized welcome emails, congratulating them on completing the course, or sending them birthday or anniversary greetings.
This can help build a relationship with your customers and make them feel more connected to your brand.
Keep in touch
Stay in touch with your customers and provide them with regular updates and new content that they may be interested in. This can include sending newsletters, blog posts, or social media updates related to your course topic.
This will keep your course top of mind and increase the chances of repeat purchases. You can also ask for feedback on your new content to show your customers that their opinions matter to you.
Handling Negative Feedback
If a customer is not satisfied with your course, it’s important to address their concerns promptly and effectively. Negative feedback can be an opportunity to learn and improve, so take it as constructive criticism.
Research shows that unhappy customers will tell on average to 9 people, while happy clients only talk about their positive experience to 3 people on average. So, it’s essential to manage negative feedback with professionalism and care.
Post-purchase behavior is a crucial part of the user journey that is often neglected.
By providing a positive post-purchase experience, you can increase satisfaction, retention, and advocacy, and create opportunities for upselling and cross-selling.
Remember to manage expectations, ask for feedback, offer exclusive content, personalize your communication, and handle negative feedback with professionalism and care. By doing so, you can turn satisfied customers into loyal advocates for your course.