Architect Use Case: Post-Purchase
- 26 Feb 2024
- 7 Minutes to read
Architect Use Case: Post-Purchase
- Updated on 26 Feb 2024
- 7 Minutes to read
Article Summary
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You may be creating a lot of journeys to keep your users on track with their subscriptions, purchases, or onboardings. But what about afterwards?
It may not always be enough to communicate with your users till they make a purchase or complete an action. You may also want to maintain this well-targeted communication and ensure that your users are on a healthy purchase life cycle by creating a post-purchase journey to:
- Show that you care for your users by simply thanking them for their purchase
- Make sure that they are satisfied with their purchase
- Get feedback on their experience on their shopping or items
- Share more relevant content such as product recommendations or new collections
- Offer product replenishments based on their previous purchases
- Retain your users and for many other reasons.
You can have this essential journey flow to boost loyalty to your brand and you can get buyers buy again by understanding them.
Goals
Thanking your users for their shopping, offering more products, and getting feedback about their experience with post-purchase journeys will enable you to boost your average order value and revenue. Each targeted and converted user will help you:
- Increase average order value,
- Drive purchase frequency,
- Increase active customer revenue,
- Boost retention.
Requirements
- Your website must have a cart structure where information about cart items is available.
- Cart items and purchase information must be collected. Once your website is mapped by Insider during your onboarding, Insider starts to collect this information by default. This does not require any additional integration.
- You must implement all objects under Insider Object Integration for the cart items and purchased items to be tracked.
- Before starting to use any channel in your journeys, integrations for the respective channels should be completed. Depending on the channels you want to use in your journeys, additional integrations might be required.
- In case you need to have some custom events, you need to create them and pass them to Insider.
- If you have a mobile app, you must have the SDK Integration implemented.
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Read more on the implementation guide.
Creating a Post-Purchase Journey
You can create a post-purchase journey to thank your users for their purchase, ask for their feedback and offer recommendations or new collections.
Consumer Electronics, Cosmetics, Fashion Retailer, Home & Furniture, Restaurant & Delivery
Suppose that a user, named Jane, buys a jumpsuit from your brand and becomes a first-time buyer. You want to increase her purchase frequency by promoting other products she might be interested in. You wait for 3 days after her purchase and check if she is reachable on the Web Push channel.
- If she is, you send a web push notification to direct her to your new collection.
- If she is not, you send an email with several items from your new collection.
Airlines, OTA - Hotels & Accommodation
Once a user is converted, it is also crucial to get feedback on their experience with your brand. Let's say Edwin books a room from your agency. Now, it is the perfect time to ask for his feedback to improve your services. You wait for 3 days and check if he is reachable on email.
- If he is, you send an email encouraging him to leave some comments. In this case, you may also offer discounts for his next bookings.
- If he is not, you send a rich web push notification that acts as a survey with its call-to-action buttons.
1. Select a starter
Post-purchase is a real-time scenario and it requires immediate interaction with the user.
On Event starter tracks user events and takes them immediately on the journey when the users perform the specified event. You can select the purchase event to take users on a journey when they make a purchase.
You can either use the purchase segment or find the same event in the Default & Custom Events.
On event starter considers every platform to take users (e.g. website, mobile app, offline data passed from CRM, etc.). You can have custom events for different scenarios such as booking, watching series, etc.
If you have any extra conditions or segments to take users on the journey, you can add an optional segment filter to control if they meet your condition. For example, you can target the users who made a purchase and visited more than 10 product pages in the last 7 days.
2. Add flow logic
Before sending a message, you can check if users are reachable on that channel. If not, you can try another channel on another path. Besides, you can use Next Best Channel to increase the possibility of engagement.
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Read more about Check Reachability and Next Best Channel.
After sending a post-purchase message, you can check if the users complete your desired goal. You can add a Wait element to give users some time and can add the Check Conditions element to check if they perform the specified action in the given duration. This logic helps you send more relevant and contextual messages by branching the journey flow into the different paths.
For example, you can have a custom attribute for positive or negative responses on a feedback form, or a custom event for submitting the feedback form. You can also ask users to join your loyalty program or subscribe to your newsletter in your post-purchase message. You can check if they complete any of these actions in the given duration.
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sign-up event requires a system rule setup: isOnRegSuccessPage. You can contact Insider team for further details.
You can select the standard segments to filter users.
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Read more about the wait elements and Check Conditions.
3. Creating content
After deciding how you want to continue with the communication for your post-purchase journey, you can design your content for email, SMS, app push, web push, Facebook, on-site, and in-app channels.
- You can send a post-purchase email with a complementary or ancillary product.
- You can send a thank you message for purchasing.
- You can show personalized recommended products by the purchased together algorithm on the website.
- You can get feedback from your users to know their shopping experience.
- You can add the last purchased item information into the content.
| Personalization | Description |
|---|---|
| last_purchase_date | Last purchase date |
| last_purchase_amount | Last purchased amount |
| last_purchased_product_name | Name of the last purchased product |
| last_purchased_product_url | URL of the last purchased product |
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You can use last_purchased_product_url only if the content from event parameters option is activated. Contact Insider team to activate it.
In addition to that, you can use information of the last 8 purchased items in your Email and Call an API channels.
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Purchased items are populated by event parameters. Contact Insider team to enable the Cart/Browsed/Purchased Items from Event Parameters option for your account.
| Personalization | Description |
|---|---|
| Purchased Item Name (1,2,..,8) | The item name |
| Purchased Item URL (1,2,..,8) | The item’s page (product page link) |
| Purchased Item Image (1,2,..,8) | The item’s image link |
| Purchased Item ID (1,2,..,8) | The ID of product |
| Purchased Item Price (1,2,..,8) | Updated price according to your currency settings in the Inone (e.g. 19,9 or 19,99 dollars) |
| Purchased Item Formatted Price (1,2,..,8) | Price according to Inone currency settings with 2 decimals (e.g. 19,90 or 19,99 dollars) |
| Purchased Item Original Price (1,2,..,8) | Undiscounted price if there is a discount (e.g. 19,9 or 19,99 dollars) |
| Purchased Item Original Formatted Price (1,2,..,8) | Undiscounted price if there is a discount with 2 decimals (e.g. 19,90 or 19,99 dollars) |
| Purchased Item Quantity (1,2,..,8) | Quantity of the same purchased item |
| Purchased Items' Currency | Item currency |
| Total Purchased Item Count | Total purchased item count |
| Total Purchased Amount | Total purchased item value |
| Total Purchased Item Kind | Number of different purchased items. Also used for Display Conditions to show more or less rows in the email content. |
Read more on Dynamic Content.
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Purchased items are automatically grouped based on user's same last purchase transaction.
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Alternatively, you can directly add event parameters of the purchase event to your content once you complete the necessary integrations to send events and their parameters from your platforms (website, mobile app).
You can utilize and customize ready-to-use confirmation email templates placed on the template selection screen.
In-App
You can have a survey in your app via the in-app channel.
SMS
Advanced Post-Purchase Journeys
You can move your journey to an advanced level by checking user behavior and interactions.
You can use predictive segments to filter VIP users with the Check Conditions element to show more exclusive offers in your post-purchase message.
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Read more about Check Conditions.
You can tag users based on their feedback responses after they make a purchase. You can add the Update User Attribute element to the journey flow and update their purchase experience attribute value as "good" or "bad".
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Read more about Update User Attribute.
You can pass this valuable information to your CRM with the users' email addresses or phone numbers via the Call an API channel.
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Read more about Call an API.
You can send users to a contact list to know their email addresses and retarget them via email.
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Read more about Update Contact List.
You can also set an entry capping for your journey to not bother users with constant messaging.
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Read more about Journey Entry Capping.
You can set special goals beside purchase for the users who enter the post-purchase journey (e.g. ride booking, redeeming coupons, buying a particular product, etc.). You can have a custom event to set goals or you can use default events as well as their event parameters.
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Read more about Set Goals.
You may have a cross-selling journey beside the post-purchase journey. To not overwhelm users by sending messages via two journeys at the same time, you can let users exit the post-purchase journey by setting an exit criteria.
The users who enter the cross-selling journey can exit the post-purchase journey immediately or vice versa.
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Read more about Exit Criteria.
You can check multiple reachabilities on channels for users at the same time and you can lead them to the corresponding path.
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Read more about Check Reachability.
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