One-Time Buyers Too Costly For Website Owners
New Book Reveals Clues to Create Repeat Buyers
New York, NY (PRWEB) May 11, 2005 -- Did you know 40% of offline retail
buyers never buy from the store again—and that the percentage of one-time buyers
for websites is even higher?
Call To Action, a new book just published, explains that
getting customers is just too costly to have them buy once. Bryan and Jeffrey Eisenberg, the co-authors, propose 4 simple
ways to turn one-time buyers into multi-time buyers.
“One of the best
ideas is to send each first-time buyer a welcome kit,” says Jeffrey Eisenberg. “A welcome kit might contain a thank-you, a
company bio, even a membership card. Done well, it can increase 2nd purchase
rate by 50%.”
A second option is to send first-time buyers a free
sample. Catalogs have been using this strategy for years. A free sample
shouldn’t be more of the product they just purchased, but something similar. If
the customer likes the free sample, they often return to buy the product
itself.
“Yet another way to create multi-time buyers is to send
first-time buyers a surprise gift,” says Bryan Eisenberg. “It
should be related to the product, but not something they get for placing the
order. And please, not something with a logo and phone number on it. Free
magnets are no surprise”
Finally, don’t overlook the packaging. It’s the
first thing a buyer sees when they receive their products. If possible, use
blank boxes, blank newsprint, and craft tape to ship your items. If you can
afford it, custom-designed packaging is even better because it gets the
company’s name out there.
“It may cost you
another 60 cents per order,” explains Jeffrey Eisenberg. “But
what are all those one-time buyers costing you? Lots of opportunity, that’s
what!”
About Future Now Inc. (http://www.futurenowinc.com)
Bryan Eisenberg and Jeffrey
Eisenberg are co-founders of Future Now, Inc., a
marketing boutique focused on helping clients convert their website's traffic
into leads, customers and sales by applying Persuasion Architecture,
copywriting, usability and web analytics to design, redesign and optimize
websites and other online marketing efforts. Future Now, Inc. has helped
clients such as Dell, GE Volvo, Overstock & Disney.
Contact:
Bryan
Eisenberg or Jeffrey Eisenberg
877-643-7244
http://www.calltoactionbook.com/
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Source : http://www.prweb.com/releases/2005/5/prweb239025.htm