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Post conversion – the forgotten phase for CRO?

By Oban Multilingual’s Digital Content Manager, Matt White

A discussion with my colleague Joe Doveton from Oban Conversion got me thinking about multivariate testing and a study I did for my MA about the alleviation of risk and buyer’s remorse.

Risk alleviation is the practice of convincing the consumer that their investment is safe and ‘worth’ what they get in return. It came from a theory that people need assurance that their money is not ‘lost’ if their purchase does not meet expectations. As marketers, we are encouraged to convert consumers with items such as warranties, free returns or insurance policies – thus alleviating risk concerns.

Buyer’s remorse is the feeling a consumer gets post conversion where they are still not sure about their product or service and are looking for ways to justify – in their own mind – the parting of money. As marketers our job is to alleviate a consumer’s risk concern through assurance. Examples of this could be post purchase content that features ‘how to’ guides or celebrity endorsement.

When it comes to conversion rate optimisation (CRO), changing the layout, colour or call-to-action (CTA) button and returning a greater ROI still baffles many clients – but the beauty is we can prove this approach returns a positive ROI for clients.

The question I posed to Joe was, if changing the colour, for example, has an effect, what about including a key post conversion message as part of the call-to-action?
To illustrate the potential for this, I had a look at high-end clothing retailer AllSaints.

 

As seen above the call-to-action is “ADD TO BAG”. However, when looking deeper at the information I found what I was looking for “AllSaints offers free returns on all UK orders”. From my own personal experience this is a key factor when buying clothes online, so why wouldn’t it have a prominent position on the conversion page?  It is something we should consider when doing multivariate or A/B testing – it may be a good compromise for clients with strong brand guidelines who may be hesitant about changing the colour of call-to-action buttons not in ‘the pallet’.

When it comes to post-conversion content, marketers may be missing a trick. Key messaging doesn’t just begin on a conversion page. Creating content that helps alleviate risk and dispels buyer’s remorse will untimely support conversion rate and lower returns.

From my experience, websites don’t have a content strategy that supports post-conversion; most don’t have any post-conversion content on the site at all. However, this kind of content can actually be recycled far better than other content types.

For example:
1.   The user buys from the site, they then receive a follow up email with content that helps them justify their purchase such as a ‘seasonal style guide’
2.   Then the content can be added to the site, perhaps via the blog. This will then compete for various related search terms
3.   It can be shared via social media as an ‘awareness’ piece
4.   Finally, it can be internally linked from research or comparison phase content such as a buyer guide. This offers another onward journey through influential content that can move consumers towards conversion

Post- conversion information is a vital consideration for consumers. In an age where measurement is powerful, considering this type of content and the key messages associated is something we should be exploring further.