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Chapter 5. Customers

Chapter 5. Customers

So you’ve turned your visitors into customers—congratulations! The trek from browser to customer is a long one, filled with many decisions and challenges. You started out by capturing your visitors’ interest and helping them choose your product or service over your competitors’. They’ve filled out all the required fields in your forms, entered their credit card numbers, and given you their personal information. You can enjoy that feeling of completion for a moment—the first transaction has been made. Don’t get too comfortable, however, with this first achievement. Even though this first “buy” is significant, it’s the repeat business that will make your site a success.

Your site’s visitors become customers the moment they click on that submit button. These are the users who have transacted with you— your challenge and opportunity now is to get them to click with you again. This chapter will explain how to cater to these customers so that they aren’t just satisfied but become loyal, repeat customers who are enthusiastic recommenders of your web site and business.


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