This article by Brad Smith on the Kissmetrics blog lays out a plan to increase retention rates on your website by identifying the milestones a new visitor will reach along the road to becoming a lifelong customer, thinking carefully about the path an initial customer will follow and where the friction points in that path might be, and then tying your outbound messaging such as triggered emails and popups to those milestones and friction points.
Proper ‘retention’ and onboarding starts the minute someone sets foot on your site, and their interaction can influence the rest of their experience over the next few hours, days, or weeks.
I was especially intrigued by Brad’s discussion of micro-interactions (with a website), the friction points that might be created at the moment of those micro-interactions, and ways to reduce that friction at just the right time — to encourage your online shoppers on their journey through your website.
Over the past few months, as I’ve had free moments, I’ve been writing a “Buyer’s Legend” for one of our personas — a detailed, step-by-step description of what a representative persona might do as he/she tries to navigate along their journey with Orion Telescopes & Binoculars — from awareness to consideration to purchase to retention to advocacy (I borrowed the term “Buyer’s Legend” from Buyer Legends: The Executive Storyteller’s Guide by Bryan Eisenberg, Jeffrey Eisenberg, and Anthony Garcia — I admit that I am using the term somewhat differently than how the book presents it, but the general concepts in the book have been helpful to me as I write my “Legend”).
I wasn’t exactly sure what to expect when I started writing my “Legend,” but one somewhat unanticipated benefit became apparent almost immediately — the identification of the friction points Brad talks about in his article. Brad’s article reminded me that the next step in the process I started months ago is to brainstorm and then test ways to eliminate the potential friction customers are experiencing on our websites at the points of those micro-interactions.
Curated from: https://blog.kissmetrics.com/create-customers-for-life/