A successful eCommerce business would get most of its revenues through repeat orders. The more flawless the customer experience, the higher the share of repeat orders and the best way to provide a good experience is to set up a comprehensive customer account page on your Shopify store.
In this article, we will discuss the Shopify accounts page in detail and how you set up your Shopify customer accounts page so that it drives those repeat buyers to come back and make a purchase time and again.
What is a Shopify customer accounts page?
If you operate a Shopify store, a Shopify customer accounts page is set up automatically every time a new customer makes a purchase with you. It means that a customer can access their page and see all relevant details. That can include current orders and their shipping status and whether that shipping is carbon neutral (including a link to track where that order is) as well as all relevant customer information such as addresses.
While those features represent the basic functionality of a Shopify customer accounts page, it has the potential to do so much more. It can add to the value of your store as well as have the potential to drive customers to make more purchases from you, ensuring brand loyalty and even transforming them into brand ambassadors.
All you need to do is add some extra features and that bland but informative accounts page can be transformed into a truly personalized page for each and every customer. By adding features such as wishlists and reward schemes, you can engage with customers beyond them simply checking on an order’s status or ensuring their account is up to date. Of course, you also want to ensure that your Shopify page has high levels of security.
Benefits of creating more personalized Shopify customer accounts pages
You may wonder why you should customize account pages. What benefits will it offer to your business and to your customers?
Makes repurchasing easier
Many eCommerce stores offer items that are not singular purchases. If you sell products that people may buy, again and again, customizing your Shopify customer accounts pages makes it easier for customers to reorder items without visiting the product page. Turning the reorder function into a simple task of clicking can help encourage multiple repeat purchases.
Personalized experiences can mean better engagement and more sales
Personalization is one of the most important tactics in eCommerce. When Shopify customer accounts pages are personalized, your customer will want to spend more time in your shop. Adding features such as product recommendations (based on previous buying and browsing history) makes their Shopify experience more immersive.
Lets you understand behavior and lets customers track orders
By collecting the various data from customer pages, you can better understand individual behavior as well as identify trends such as seasonal fluctuations. This can help you to personalize campaigns and messages to increase sales. Customers, they can easily access their historical and current orders and easily see the status of any current purchases.
Wishlists can drive future purchases
There can be many reasons why customers don’t buy immediately; they may be waiting for their salary to be paid or they may be browsing for a future occasion. By adding a wishlist option to Shopify customer accounts pages, your customers can add products they may want to buy later to their page. This can shorten the buying cycle as they don’t need to browse again, just click on their wishlist.
Create solid relationships and build a rapport
If people are going to be loyal to a brand, then they not only want to feel valued, but they also want to feel that there is a solid relationship with their chosen brand. By creating their own personal page, you show that you want a relationship that will last. A personalized page can create rapport and can help build trust with your brand.
Reward loyalty
If customers remain loyal to your brand, you want to reward them to encourage ongoing brand loyalty. Your program can offer a range of rewards, from discounts on products to pre-launch exclusives. You can think of this as gamification of your marketing strategy; everyone likes something that is ‘free’.
Features to add to your Shopify customer accounts pages
So, you like the sound of the benefits that increased features and personalization could offer your Shopify store? You probably have an efficient Shopify payments system in place but how do you expand the current features and what should you be adding as a matter of priority?
Build a customer profile
The first thing to focus on is that while this is your shop, you want to make the accounts page very much customer-centric. You want to build a profile that shows a summary of any details they have given you and that is also editable in case any of those details change. The customer profile is a sub-page within the Shopify customer accounts page and you can add branding to it. It not only makes the page more personalized, it also offers deeper transparency.
Design
You’ve probably used A/B testing across your Shopify store to offer customers a recognizable brand journey. However, A/B testing alone may not be enough to ensure the quality of your Shopify store. To avoid any potential bugs or glitches that can harm user experience and your brand reputation, it’s crucial to hire QA testers. That can include design aspects such as converting JPG to PDF when needed. You want to extend all design factors so that customer accounts pages match the visual identity of the rest of your shop. This can help customers enjoy an integrated experience when visiting your site and their page and can also help them easily identify your brand.
Historical purchases
This is a default feature that can be crucial in encouraging customer engagement and loyalty. By being able to see what they have previously bought from you, they enjoy better levels of transparency and can see details such as how much they spent, any discounts they were offered, and so on. This section also lets them see current orders and their status.
Delivery address options
Customers may not want a product delivered to their billing address. For example, a husband may buy a surprise gift for his wife’s birthday and want it delivered to a friend or family. This feature means that customers can add delivery addresses to use and can reduce cart abandonment rates and shorten the checkout process by making it a ‘one click’ exercise. Verification should not be an issue and you can create an eSignature PandaDoc guide if needed.
Simplify reordering
As already mentioned, there will be many scenarios where customers buy the same product on a regular basis. This can be especially true if your business offers food and beverage items. Adding this feature to Shopify customer accounts pages means that customers don’t need to waste time browsing different categories; they simply click on the ‘reorder item’ button.
Recently viewed products
Customers may not always use a wishlist option but may decide to buy something they recently browsed. By including a recently viewed products (or browsing history) option, you make it easy for them to revisit product pages and make a buying decision. This can save them searching time and makes it easier for them to make product comparisons.
Credits and discounts
You may decide to set up a loyalty program that works on a credit basis rather than one-off discounts. By building up credits or points, you increase the gamification aspect of your program and encourage loyalty and continued purchases. For example, you may offer five points for every $50 spent; customers can build their points totals and exchange them for goods later.
Referrals
You already know the value of personal recommendations and including an incentivized B2B referral programs can be a great way of attracting quality new customers. Referred leads offer businesses a 16% higher lifetime value so can be a great tactic if you want good customers. Offering incentives every time a current customer successfully refers a new customer can help encourage referrals
The takeaway
At the end of the day, you not only want increased sales and revenue, but you also want a loyal customer base and a high level of customer satisfaction. You can achieve all those goals by customizing your Shopify customer accounts pages to offer all the features and functionality that customers want to enhance their Shopify experience with you.
That loyal customer base can not only drive repeat sales, but it can also increase both your brand reach and awareness. When you offer a highly positive customer experience, those customers will remain loyal to you but will also be more likely to refer friends and family to your brand. Customize your Shopify customer accounts pages properly and you will see dramatic improvements in results.
