When a customer spends $500.00, $1,000.00, or even $5,000.00 and the only “product” they receive is an email with access to a web page, they will likely become disappointed — unless that web page is designed with customer success in mind.
A monthly client since May of 2014, Michael Rozbruch has launched several successful products. Up until now, though, they each involved a large shipped deliverable. He just successfully launched a new product for tax preparers called an Audit Protection Plan.
It uses the same principal as fast food restaurants, asking, “Would you like fries with that?” It’s a quick and easy way for tax preparers to increase their after-transaction size by selling audit protection to each of their tax preparation clients.
The product includes a number of tools the tax preparer must download and use. Rather than deliver these via email, I worked with Michael and a graphic designer to create a web page to dispense the product. This web page reconnects with the big money-making promise of the product, gives the tax preparer the three easy steps to succeed with the product, and makes everything easy to download in one place.
We did this all in the name if decreasing refunds, improving customer success and improving retention within the membership program that goes along with the product. Can you improve how you deliver digital products to your new customers?
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