Above the fold
While above the fold is a slightly dated description it simply refers to the top half of the screen. This is the part of the site your users can see without scrolling. But random placement won’t cut it. The ideal location would be in the header or the main menu.
Group account-related features
Due to the sheer number of options and design limitations, every post-sale action can’t be its own menu item. Some like account login and sign up, order tracking, product returns, refund policy, and your wish list can be grouped under the “My Account” menu.
Others like feedback and support can be standalone menu items.
Why should you have robust post-sale support?
- For starters, retaining customers is often much easier and cheaper than acquiring new ones. In fact, attracting new customers can cost up to 25 times of what it would cost to retain your existing ones.
- The probability of selling to an existing customer is 60% – 70% compared to the measly 5% – 20% for new prospects.
- Existing customers are 50% more likely to try new products. They also spend 31% more money compared to newer customers.
- Research has shown that increasing customer retention by as little as 5% can increase profits by anything from 25% to 95%.
There are many ways to drum up repeat business for your site but excellent post-sale service is one of the most effective ways to increase your customer retention rates and consequently sales. Good post-sale service also helps your customers alleviate their post-purchase guilt. It’s a major problem especially if they feel they could have gotten a better deal elsewhere.
The account icon can simply bring the user to the Log In / Join page first.