This past June, 2Checkout was the proud host of our third CommerceNOW online event, where 12 amazing marketing, sales, and eCommerce experts shared their knowledge with the audience. Almost 1,200 people registered for the event and during the more than ten hours of live-streamed sessions they learned about the latest strategies and tactics for eCommerce, digital marketing, conversion rate optimization, customer experience, and more.
This is the second of a series of blog posts where we’ll share the key takeaways from several of the CommerceNOW ’19 sessions. Don’t forget you can also register to watch all of the recorded webcasts here.
Three of our experts’ presentations got to the heart of fine-tuning your marketing strategy to get and keep customers, and how to avoid some of the most common pitfalls facing your efforts.
Val Geisler, Email and Digital Strategist, opened her presentation by saying that there is no one right answer or formula to getting and keeping customers: you have to continuously test your approach. She shared ideas around three main areas:
Strategy #1: Create relationships with your customers beyond just your support team Responding to open tickets is not enough: add an additional layer or two. A follow-up email to the customer after the ticket is closed is one, and could come from a member of a different department for a more personal approach. “How are things going since we helped you with your issue?” Pull a list of feature requests from cancelled customers and send them follow-ups. All of this personalization can result in retention or winning back customers.
Strategy #2: “Human With a Capital H”: Get to Know Your Customers
Geisler loves the idea of trying to set up a personal phone conversation with every customer, as daunting as that may be. “Ask them why they signed up for your product. See where they’re stuck and how you can help. Ask them what they are working on and what their problems are.”
Strategy #3: Build Habits
Geisler referred to the “habit loop” of 1) Reminder, 2) Routine, and 3) Reward. A key example of where you can amplify your success, she says, is in the onboarding process with cancelled customers who are coming back to your product. Don’t assume they need the same onboarding that they’ve already completed; let them start off where they left. Having success the second time around with these customers means making the experience as pleasurable and easy as possible—let them choose how to tailor it, as much as possible.
In conclusion, Geisler echoed her introductory emphasis on the importance of continuous testing of your strategies. “Test these [three] strategies and see what works. Measure your win-back rate.”
Wes Bush, a Product-Led Growth Consultant with Product-Led Institute, focused his presentation on the three ways that can change your approach to converting free SaaS users into happy, paying customers. He called it the “Bowling Alley Framework.”
Dan Martell, Chief Instigator at SaaS Academy, opened his presentation by discussing the issues that tend to plague product demos: they are never-ending, there is zero emotion in the process, and the follow-up to the demo leads nowhere.
He shared his Five Hot Principles for Delivering a Successful Product Demo that will help solve these problems:
To learn more about the trends, insights and tips & tricks that some of the greatest minds in eCommerce, digital marketing, CRO, and customer experience shared at CommerceNOW ’19, you can sign up here to access all the sessions: