The user purchased for the first time, and may be exploring more, but hasn’t yet formed a strong bond with your brand. This is a pivotal moment in the relationship — the right message or offer can build momentum and drive the next purchase.
Behavior related to this state of mind
At this point, the user isn't necessarily active, and it's up to you to re-engage.
Your goal
Turn this user into a repeat customer.
Empathetic response
Your empathetic response for this user could include:
Incentivize a second purchase
- Strike while the iron is hot! You can begin driving loyalty right from the first purchase by offering a coupon, highlighting offers on products that are complementary to their first purchase, or introducing them to new categories of interest.
Reinforcing your brand story
- Send a post-purchase email highlighting your brand values. Use prime real estate in the email to A/B test and nail the optimal copy that reinforces brand-aligned values and sparks a deeper emotional connection with the customer
- A/B test the personalized brand message to optimize the content that sparks a deeper emotional connection.
Encourage discovery
- Gain user trust with high responsiveness. Target them with a follow-up on their purchase, with channels where they can engage with you.
- Collect zero-party data through an exit survey, to build up the user's affinity profile.