No matter what kind of business model you’re launching, a dropshipping store or a print on demand business, understanding purchaser motivation is essential for building a highly targeted marketing campaign. It doesn’t matter how good and helpful your goods are. If the client doesn’t need it, you won’t get conversions.
A set of psychological factors impact the purchasing decision that the entrepreneur can stimulate. Of course, we’re talking about the art of capturing feelings, instincts, and thoughts, leading to the desire to add to the cart and buy.
Awareness sparks interest – your products are priced against requirements. After that, there is a desire to buy; if it does happen, then the quality, delivery, and communication with company representatives will affect the overall impression and subsequent purchases. The critical customer management can be fortunately simplified: existing best print on demand services involve automating several processes related to sales, marketing, support, etc.
Several factors that motivate customers to buy:
- Desire for profit
- Fear of loss
- Pride of ownership
Let's take a look at how to motivate customers to buy your products and interact profitably with your audience.
Marketing tactics to increase profitability
There are many marketing tactics for POD businesses out there, but they won't provide a compelling strategy, no matter how creative they are. By combining different business models and product options, you’ll achieve better results.
In the Three Multipliers Framework, Drew Sanocki explains sustained growth by increasing three main dimensions:
- Total purchases per customer
- Average order value
- Number of clients
Email or SMS sign-up coupons
To attract more new customers, interest them with a discount rain for quality goods by sending an email. The catch is more future purchases and brand patronage.
Release of new product lines on schedule
If you replenish your collections every week, inform your audience about it on the store's main page or by email, this will definitely help your sales grow. The website features to make customers buy more include user experience. If a visitor is comfortable surfing your pages and its loading doesn’t exceed 3 seconds, the conversions will rise, and the bounce rate will fall.
Increase in average order value to spike revenue
For an average order value (AOV) strategy to be effective, you’d understand the average, median, and mode of your orders. For example, many companies present a higher-order value through free shipping, and this move will increase the AOV.
How to make your buyers return for more?
Brands often focus on actively acquiring new customers while ignoring the development of an old customer base. Comparison with a garden is most appropriate here: by taking care of each tree, you can get more fruits, and by fertilizing the soil, they’ll become sweeter and tastier. Trees are your clients. You can add value to the ground, namely, launch flagship goods, give more opportunities, and be a cost-effective solution. And if from year to year you'll carry out such a policy and implement all sorts of upselling techniques, purchases will become repeated, and customers – permanent. You can gradually increase the value, and new customers will arrive at the expense of word of mouth.
However, repeat purchases cannot be free: you still have to invest a lot in the right niches and stay afloat in the ones you’ve chosen. While you might argue that “everything” can affect retention, focus on:
- a product that fully matches a specific audience segment;
- experience with clients and providing value-added services;
- marketing (email newsletters, lifecycle marketing, loyalty programs, or tactics will make customers come back to you again).
Now let's talk about how to motivate customers to buy in more detail. There are several reliable tactics:
Loyalty program implementation
You offer subscribers unique benefits for free. Efficiency lies in repeat purchases: customers use accumulated points or a discount to receive a gift, delivery, or a percentage of the purchase price. Thus, you have a pool of regular customers, namely brand patrons.
Email win-back campaign
If you think email marketing is extinct, then this is a misconception. It’s incredibly effective in lifecycle marketing: depending on the stage at which a potential buyer is located, feedback is encouraged through email newsletters. And that's how it works:
- You set up a campaign focused on finding new customers, where the first letter is sent a month after the purchase. It’s essential to define your main goal here: to create a buzz, make people want your goods, and show that it’s available in limited quantities. In essence, you start advertising other products or collections.
- A month later, you again send a letter with a small promotion, a discount for a promotional code, a gift, etc., while linking them with the purchase of each subsequent product.
- After the incident of the next 30 days, you can offer free shipping or another promotion but with a 15% discount higher than in the previous letter.
- Further, to understand how interested users are in the next purchase, you can create a survey (for example, asking what might motivate them to make a purchase).
What it does: you filter out inactive and uninterested users and remind them of the brand's existence every time an email arrives. This win-back campaign is very effective, but you can also act based on the audience's preferences. For example, use pop-ups, advertisements, and a direct-mail postcard…