After The Sale

Part Ten - Guide to Increasing Online Sales

It's much easier and less expensive to sell to an existing customer then to win a new one. This principle is well established so it's rather startling to see how many small business web site owners forget it.

They forget to follow up a sale with acknowledgements or customer service, a simple email to inform a customer that their item has been shipped, a short letter a week or so after the sale to ask if their were any problems with the transaction, a short note to a previous customer about upcoming or current sales and special offers.

Simple and unobtrusive messages like this can help to turn a one time customer into repeat business; they can also help to turn a customer into an advocate for your business. Word of mouth advertising works just as well for online retailers as is does for offline ones, maybe even more so. An offline customer might tell a few people about a good shopping experience, an online customer can potentially tell several hundred.

Keep in touch with your customers after the sale.

Encourage repeat business by offering customers special offers, not available to the general public.

Work into your online marketing plan a schedule of communication with your customers.

Determine the ideal time to send follow up messages.

Invite your customers to offer suggestions and reviews of your products or services.

Treat your online customers with respect and consideration and show an attention to detail which they might now receive in the offline world and you can expect your online business to grow.


Part One - Introduction to Online Sales
Part Two - Web Site Usability
Part Three - Defining Calls to Action
Part Four - Optimizing Sales Copy
Part Five - Online Purchasing Behaviors
Part Six - Price Comparison Behavior
Part Seven - Building Online Trust
Part Eight - Understanding Conversion Rates
Part Nine - The Payment Process
Part Ten - After The Sale

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