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SoftwareSupp becomes an ActiveCampaign Agency Partner

SoftwareSupp becomes an ActiveCampaign agency partner.

We are happy to announce that SoftwareSupp has joined forces with ActiveCampaign and has successfully become a Certified ActiveCampaign Agency Partner.

With the first ActiveCampaign projects already realized, SoftwareSupp will now provide services in the areas of:

  • Marketing automation setup, marketing funnel planning/setup
  • Marketing automation custom API, native, Zapier and other integration, including:
    - CRM systems integration
    - ERP systems integration
    - E-commerce integration
    + more
  • Marketing automation analytics, including:
    - Funnel analytics
    - Conversion analytics
    - Funnel optimization
    + more

As always we are happy to support customers in most complex issues related to ActiveCampaign setup and integration, both in the technical as well as in the business area.

We're looking forward to seeing your business grow sales and conversion with the right marketing automation technology setup!

Matt Pliszka

Consultant at SoftwareSupp

Custom Sales Reporting for a Booking Agency

For many industries, built-in analytics aren’t sufficient to get the full picture of the sales process. In this case study, you’ll learn how we transferred data from Pipedrive to Google Sheets, created custom reports and automated commission calculations.

Time of the project: 1 month

Scope of the project:

  • Setting up custom fields
  • Custom reports in Google Sheets
  • Integrating Google Sheets with CRM through custom API

Expert responsible for project’s completion:
Kamil Hudaszek, Data analytics expert

Reporting is one of the most important tools that a CRM system offers. However, for many industries, built-in analytics aren’t sufficient to get the full picture of the sales process. In this case study, you’ll learn how we transferred data from Pipedrive to Google Sheets, created custom reports and automated commission calculations.

Project management with SoftwareSupp

When you start using a CRM, you typically need to verify your initial assumption about the workflow after the implementation. Further CRM optimization is a necessary process that maximizes the benefits of the software.

When you start seeing the benefits of using a CRM system, it’s possible that you’d like to use the newly acquired sales data to create more advanced reports. They help you gain more insights into your business. The agency asked us to prepare custom sales analytics for their team. This project required an expert with a specific set of skills in this area.

To make sure that the project is always run in the most effective way, SoftwareSupp assigns a dedicated project manager that takes care of the entire process. This means that if a certain task requires a consultant with a different set of skills, the project is never started from scratch. The project manager makes sure that everyone knows what the next steps are and figures out the timelines. All the most important details are passed on to ensure a smooth project transition from one expert to another.

For this project, we cooperated with Sebastian who is an expert in app development, custom analytics, and software integrations. He completed many similar projects in the past that involved Pipedrive-Google Sheet integrations and custom script development.

Adding custom fields 

Custom fields are an extremely useful feature for the booking agency. The reason is that booking businesses need a number of customer details that they use for reservations on behalf of their clients. Their offers are tailor-made, so no two trips are exactly the same.

With the help of Sebastian, we implemented new custom fields in Pipedrive. These fields included the information necessary for an agent such as:

  • currency
  • transport
  • destination
  • hotel
  • event/service
  • reservation method
  • payment method
  • lead source

These fields were then also used for a more in-depth analysis of the client’s profile and revenues. It also allows the agency to prepare better offers for future clients and increase their margins. To further optimize the sales process, they needed more advanced reports that take into account the custom fields that they use in their CRM

Setting up custom reports in Google Sheets

Pipedrive doesn’t provide advanced reporting options when it comes to custom fields. The agency wanted to have monthly reports exported to Google Drive

Their main goals of the project were to:

  • create a dashboard with a visual representation of custom fields
  • be able to easily compare and verify sales goals
  • get a tool that will make preparing reports for the stakeholders easier
  • automate commission calculations

Our consultant created a Google Sheet document that presented data from Pipedrive and allowed for their further modifications. The sales team was able to choose a specific month and year and export all deals that were closed within this month.

Sebastian used Pipedrive’s API to transfer information from Pipedrive to Google Sheets. He created tables that generated reports automatically and charts that displayed all the data in a more visual way.

With Pipedrive’s API, you can access the data from your Pipedrive account and use it in another application. Everything is secured by the access token that is unique to a user. You can find it in the “Personal preferences” tab in Pipedrive. The token ensures that all your data is safe and only you have access to the contents of your Pipedrive account.

Personal API token in Pipedrive

To import the relevant data from Pipedrive and present it in Google Sheets, our expert created custom scripts within Google Sheet. In Google Workspace, you can create custom scripts using Apps Script. It’s a developing platform created by Google that is based on JavaScript. For G Suite integrations, it’s the easiest and fastest choice, as the development happens within the Google environment. To write your own script, you can use Google’s Script Editor. 

Apps Script project in Google Workspace

Our consultant created custom tables and charts that showed the sales in relation to the custom fields from Pipedrive. Thanks to this setup, the sales team was able to see which destinations bring in the most revenue and how it related to other factors.

Another important aspect was to estimate the profitability of the destinations. It was calculated using the revenue, margins, and costs. They could also check which airplane class is the most popular or brings the most profit. These in-depth reports allowed the team to get insights into that sales process that weren’t available by default in the CRM system.

These additional reports were also an important tool for the management that helped estimate their business performance as well as make sure that the sales representatives are on track with their targets. Thanks to multiple filtering options, it was possible to generate comparative reports for various factors. 

For every report generated, the client is able to export an .xlsx report and send it via email.

Our expert added a button in the Google Sheet menu that allows the client to send the report to a given email address.

Automated commission calculation

The proper automation setup can speed up tasks related to finances and accounting. For this booking agency, our expert created an automated commission calculator. As the deals have different currencies, Sebastian used an external tool that provides a currency exchange rate for a specific date. This way, the team doesn’t need to follow currency exchange rates and check historical data.

To calculate the commission, it was crucial to make sure that all deals were assigned to the month in which the customer signed the contract. Normally, the close date is assigned automatically by Pipedrive when the deal is moved to a specific stage. However, in this case, the sales representatives wanted to have control over this field as the dates needed to be consistent with what is written in the contracts. We created a custom field and marked it as “required” in Pipedrive to make sure it’s always filled in.

To guarantee that the date is always provided, we created a pop-up window that requires the salesperson to fill this field in. This setup ensures accurate reporting and commission calculation.

The commission calculations aren’t as straightforward as they might seem in the booking business. The calculations need to take into account the revenue, costs, different currencies, and the commission rules set up by the company. Thanks to the custom scripts and reports that use the Pipedrive data, we were able to automate this process for the client.

Insights into the sales process

To adapt to the reality of international bookings, the sales analytics need to include various details about the clients. Data security is also important as the agency has access to clients’ personal information to be able to make book tickets, transfers, and hotels on their behalf.

To optimize the sales process, the team needs to take into account many factors that go beyond a simple cost-profit equation. There are many factors that contribute to the satisfaction of the client that are not easily measurable. However, with the right analytics in place, finding valuable insights is easier. With automated reporting, you gain more time to talk to your clients and hear their personal feedback about each and every booking they embark on.

Note: the customer has not decided to share their name, due to security/NDA reasons.

Kamil Hudaszek

Certified Data Analytics Freelancer

Custom made back office integrated with CRM and Mailing Automation

By using API you can integrate your SaaS software with custom-made platforms and solutions.

Back office is a main place/instance to handle partners’ status and activity. This information will then be used in other systems for business/marketing purposes using the below structure:

  1. Backoffice recognizes specific events/activities in the system.
  2. These events are tracked within the “Google Tag Manager” ecosystem.
  3. Other software/solutions use the information from Google Tag Manager as events triggering specific actions in the software solutions.

  • Structure and information mapping (backoffice / Pipedrive / MailChimp)


-> Backoffice: New user registered -> Google Tag Manager

1. Search person [email]:!/Persons/get_persons_search

2. If found, update a person’s custom field “Type” = “Ambassador”!/PersonFields/put_personFields_id

3. If not found, create a person with:
- Name
- Last name
- Email address!/Persons/post_persons
Update a person’s custom field “Type” = “Ambassador”!/PersonFields/put_personFields_id

-> Backoffice: New lead registered


1. Search person [submitted lead’s email]:!/Persons/get_persons_search

2. If not available in step 1, create person:!/Persons/post_persons

3. Search person [partner’s email] [no create step as assuming all users registering to back office are synced]:!/Persons/get_persons_search

4. Create deal assigned to the person from step 1 (if found) or 2 (if not found):!/Deals/post_deals

5. Update deal fields:

-> Backoffice trigger: User logged in

1. Search person [email]:!/Persons/get_persons_search

2. Update a person’s “Number of logins” [API keys: XYZ] adding +1:!/PersonFields/put_personFields_id

MailChimp [request from Pipedrive/Google Tag Manager]:

1. Update merge field “Number of logins” +1:

-> Backoffice trigger: Ambassador requests to become a partner


1. Search person [email]:!/Persons/get_persons_search

2. Create a deal in “Partner onboarding” pipeline:!/Deals/post_deals

-> Pipedrive trigger: The payment is entered into Pipedrive


1. The request for payment is created.

  • Mailing automation solutions/tools

Amazon SES [transactional]:

  • Transactional emails
  • Event-triggered emails
  • Back-office triggered emails

MailChimp [marketing]:

  • Marketing emails
  • Scenario-driven emails
  • On-click, on-open sequences
  • Mailing automation structure

Trigger: User registered

Action: Welcome email


Subject: Welcome to XYZ partners


Thank you for joining XYZ as a partner, it’s great to have you on board!

Below please find more information on what you get joining us as a partner:

  • Support of your partner manager @ XYZ
  • Commission of 20% from every sale XYZ makes
  • Your offer generator/calculator you can under this link: XYZ

Also, remember that with XYZ you:

  • Get photovoltaics installation and a roof in one ready in 1 week
  • Increase the value of your property
  • 30-year guarantee for 90% efficiency

Best regards,


Trigger: Lead submitted

Action: Thanks for submitting the lead


Subject: Welcome to XYZ partners

Hi {{First_name}},

Thank you for submitting the lead for XYZ product.

Our sales team will now reach out to the customer with the personalized offer for XYZ.

We will notify you once the deal closes, you can also check on the current deal status by sending us a message over here.

Best regards,

XYZ team

  • Google Tag Manager event planning

Events required in Google Tag Manager to send data to other systems:

  • User registered
  • User logged in
  • Lead submitted/registered

Mike Karas

Project Manager at SoftwareSupp


3 min read

How can I use Pipedrive for account management?

Discover possible ways of using your Pipedrive CRM for account mangement.

Below are several possible operations on accounts inside Pipedrive CRM:

Use your contacts timeline

To open timeline view of your contacts just go to the "Contacts -> Contacts timeline" tab, then you can switch between personal contacts and organizations.

This functionality allows you to analyze selected customer accounts in the form of a timeline and plan weekly / monthly / quarterly contact points and activities.

It also allows you to generate a list of organizations / contacts using filters (e.g. contacts of a certain size or from an specific source).
Additionally, it makes it possible to visually present the customer's contact path with you and the activities that have led to closing / losing a sales opportunity (e.g. the time interval in which emails were sent to specific customer accounts).

Transaction values based on products

Pipedrive allows you to define products which are then linked to sales opportunities, which makes it possible to automatically calculate the value of potential transactions based on the products on offer. One customer / contact / organization account may have several transactions / orders with different forecast values.

To configure products, go to the Products tab and then, by adding a deal, you can attach selected products, calculating the sales value.

Sales analysis per customer account

Pipedrive Insights allows you to monitor sales / sales deals for specific organizations / contacts.

To generate such a report, go to:
Insights -> Add a new report

Then select the report:
Deal -> Performance

Afterwards, select specific report parameters / filters, such as:
- sales opportunity analysis period (opportunity emergence period)
- the organization that is the target of the analysis 

Mike Karas

Project Manager at SoftwareSupp


11 min read

International Sales: How To Get Revenue From a Multilingual Store Using Shopify App

The growth of world trade opens multiple opportunities for businesses of different types and sizes. With the globalization process, merchants get the possibility to sell online to any country in the world. How to use software and technology to make it work?

Learn more about Dmitry's profile and services on his SoftwareSupp expert profile.


  • International sales and reasons to join the global market
  • How to start selling internationally
      - What you should know before you start
      - Translate your local store into the target language(s)
      - Localize multilingual store for the foreign audience
      - Translation and localization app that you can use for the Shopify store
               - Briefly about the LangShop application
               - App’s features: Translation
               - App’s features: Localization
      - Payment methods
      - Delivery
      - Marketing strategy: spend your money to get more money back
  • Final thoughts

International sales and reasons to join the global market

The growth of world trade opens multiple opportunities for businesses of different types and sizes. Together with the Internet and the globalization process, merchants get possibilities to sell online to any country in the world and boost their revenue significantly.

Usually, merchants start thinking about international sales if:

  • They are boring at the local market
  • They think that it’s time to grow up
  • They want to increase sales and incomes

Well, the last reason is the most popular. Show us the merchant who doesn’t want to increase revenue. There are different ways how e-business owners can do this and international sales are one of them.

Benefits of being a global brand:

  • You improve the conversion of your web resource
  • You engage new customers
  • You boost sales and get more revenue
  • You become popular worldwide

So, that’s a wonderful opportunity to get more traffic, leads, and sales. However, there are several questions you should consider before you start.

The desire to sell to other countries requires multiple preparations. This process must be approached with intelligence and consistency. In this article, we will talk about how to prepare your Shopify store for the foreign market and get revenue.

How to start selling internationally

What you should know before you start

Getting the first customer it’s a moment of happiness for every merchant. A steady stream of customers is a reward for weeks or months of hard work. But just imagine the feelings that will appear when you get the first foreign customer.

Participating in international trade means a completely different scale. You get more responsibility, do more work, but the result usually exceeds all expectations. On the Internet, you will find multiple guides about how to start international sales. We also have a few recommendations for you.

Before you start selling abroad, answer the questions:

  • What are my target country(ies) and the audience? What languages do they speak, what currencies do they use, what are their cultural characteristics?
  • Do you have the necessary resources for the expansion? We are talking about the optimized web resource (your store), specialists, and are you ready to increase the volume of work and supplies?
  • Are you ready to cooperate with international partners?
  • Do you have enough money resources for preparations?

So, firstly, examine your target audience, learn their culture, assess your financial and physical capabilities. The preparation for the global market entry must be consistent and well planned. Of course, this requires additional financial investments. Let’s consider the main steps that must be followed on the way to international sales and success.

Translate your local store into the target language(s)

So, the first step is the translation of the store. Should we explain why is it important? According to the statistics, 67% of Internet users prefer browsing in their native language. The more clear content you have, the more trust you will get from customers.  Your website must be 100% translated. Prevent the client from doubting the correctness and veracity of the information. Your descriptions, privacy policy, delivery information, etc. must be translated.

The multilingual checkout is also strongly required. Most of the customers fall off exactly at the checkout if the process of the purchase is difficult or not clear.

Let us say that this step is not only for international sales. It is a great tool for increasing sales in the local market too. As you may know, Canada has two official languages: English and French. Over 80% of Canadians speak English. It is not difficult to guess that most of the resources work in this particular language. Anyway, translating the store into French can help you increasing sales within one country. The same situation can be in other bilingual or multilingual countries as Netherlands, India, etc.

There are different ways you can do this. For instance, you can use different auto-translation services. They will save your time and create multilingual content in the minimum time.

Another way is to order a professional translation for your Shopify store, website, landing, or blog. This method guarantees the result of the highest quality. However, it has a few significant drawbacks.

Firstly, if you have a large amount of content, a professional translator will need a lot of time for the translation. Secondly, if you work in a narrowly focused field, accordingly you use specific vocabulary. Therefore, the search for a translator who can correctly translate your site may take an indefinite time.

We think, that the best variant if you can use the app that provides both (or more) types of translation. Below we will consider one of them. So, keep reading;)

Localize multilingual store for the foreign audience

Localization is important for every web resource that’s preparing for the expansion. Without it, you risk getting into an awkward position in front of your visitors. Localization it’s a process of adaptation of your visual and text content to the local cultural characteristics.

For example, you need to adapt colors, design, symbols, humor, date and time formats, measurements, etc. You should also take into account local religion, beliefs, and traditions.

Just look at popular global brands like McDonald’s, Coca-Cola, etc. They have different advertisements and marketing campaigns for every country or region. For example, in addition to the main menu, McDonald’s creates special menu positions that consist of local cuisine products or dishes.    

Visual component and media content. The design of the website it’s the first you should take your attention to. Maybe you will be surprised, but the colors also matter. The most popular example is the white color. For Europeans and West culture this color means purity, innocence (brides wear white wedding dresses). But in China white color is associated with death. Chinese people wear white clothes at funerals. The same goes for symbols.

Of course, globalization affects cultures, the cultural boundaries become a little blurred. Anyway, it’s better to examine the culture before you start your expansion.  

Support international currencies. This condition is extremely important when you start working with foreign customers. Furthermore, you should add not only currencies to your store, but you must also be sure that customers will see a multi-language and multi-currency checkout.

As you see, you have to take into account so many aspects that it is sometimes better to seek professional help. Often, this is a representative of the country in which you want to promote your business.

So, how can you translate and localize your Shopify store into multiple languages? Let’s consider one of the best translation apps in the Shopify App Store - LangShop.

Translation and localization app that you can use for the Shopify store

Briefly about the LangShop application

LangShop: Translate & Currecy is one of the most popular translation applications in the Shopify App Store. It provides various translation and localization solutions. Here are a few facts about the app that makes it better than other translation applications:

  • 4.9 - overall rating. This rating has been held for several months which indicates the trust of customers and the interest of potential users.
  • 241 supported languages. This is one of the main trump cards of the application. LangShop is the only app that supports such a large number of languages.
  • 80+ currencies. The app also supports currencies and allows adding customizable language and currency switcher buttons.
  • 24/7 tech support. The LangShop team is available for you every day. If you open reviews on the Shopify App Store, you will see that almost every second feedback includes a positive comment about the team’s professionalism.
  • $34 per month. Affordable price for the service. Note, that there are no limits for the translated characters.

That was a brief review of the LangShop application. Now we would like to get you acquainted with its functionality that can help you to make your store clear for foreign customers and get revenue from the target market.

App’s features: Translation

Well, first of all, let’s consider the translation services provided by the app. There are several types of translation: Auto translation, Pro translation, Agency translation.

Auto-translation is the simplest and fastest way to receive multilingual content for the Shopify store. You need to pass only a few simple steps to launch the auto-translation process:

  1. Choose target languages
  2. Select categories for the translation
  3. Click Next to launch the translation.

LangShop uses different translation drivers in order to make the auto-translate feature better. Now the app uses Google, Yandex, Bing, Baidu, Watsons, etc.

For clarity, you can watch the video tutorial from the LangShop YouTube channel. There you will find a detailed guide and additional info about the app.

Note: Let us also mention that all translations can be edited manually by you.

Pro Translation feature means that you can use special services based on neural learning. For example, now you can use DeepL and Google Professional. This functionality is now in active development and improvement.

To provide quality translation and localization for your website, you can order a human professional translation or Agency translation. LangShop cooperates with different external services to provide its users with the translation of the best quality. So, if you need a special approach and a separate specialist, you can find it inside the app.

Here is an instruction on how you can order a professional translation for your products within LangShop.

Note, that you can add language (and currency) switcher buttons for your translated website. They are simply customizable and can harmoniously fit into your design.

To customize the selector you need to open the app => go to the Settings => click on Languages. All selector’s settings are there.

The large functionality can confuse you a little. Anyway, the admin has an intuitive design and the support team is always ready to help you.

App’s features: Localization

Now let’s talk about localization opportunities. LangShop is not the localization application. Anyway, it has some options that will improve the SEO of your Shopify store.

Every page, product, collection, article etc. has an SEO title and description. This text is shown in the search results. With LangShop help, you can translate SEO titles and descriptions. Therefore, your potential customers can see your products in their local language which will greatly simplify the selection process.

The app also supports over 80 currencies. You can add the target currencies to your Shopify store and your customers will have an opportunity to convert prices into the desired currency. With this small improvement, you will make your store more user-friendly and convenient. We are sure that you will agree that it’s better to make purchases when you understand how much you should pay.

Using the LangShop app you will get alternate links “hreflang” automatically. Thanks to this unique URLs will be set for each target language. URLs of your translated pages will contain language code in their name. This became possible thanks to the integration with the Shopify API.  

And the most interesting feature is language detection. What does it mean? It means that your customers won’t even know about other language versions of the store because at the first visit they will open it in their local language. The auto-redirect feature allows linking the language version of the store by customers’ location or language browser.  

That’s all that we wanted to tell you about this amazing app. If you want to learn more info about LangShop, you can visit their official resources:

  • Website:
  • Help Center:
  • Video Tutorials:

You should also know that LangShop is available for FREE. Every Shopify user can try it for 14 days. All features will be available without limits (except Agency translation). You can test the app on the real store and see how fast you can receive the multilingual store.

Payment methods

Different countries have different payment preferences. Naturally, customers prefer to pay through the system they trust. So, should we say that it’s extremely important to add local payment providers?

For example, 2checkout and KCP are the most popular e-commerce payment gateways in South Korea. At the same time, in neighboring China people prefer to use Alipay, Union Pay, and 99Bill. Brazil has its providers as Adyen, PagBrazil, Mercado Pago, etc.

Yes, there are worldwide payment providers like PayPal. However, PayPal is supported not in all countries (for example, in Ukraine) and payment through this system can cause difficulties for customers.

The good news is that the Shopify platform is compatible with multiple payment systems. In total, Shopify supports over 100 payment providers. By the way, here you can see the list of payment providers that can be used in the Shopify store - Payment information by country or region. Just select the region and country of your interest and you will see the list of providers supported by Shopify.


Now imagine that the order is paid. Now it’s time to think about how you can deliver ordered products to the customer.  

No matter what country you want to sell to. It can be the neighbor country or the country from another part of the planet. Anyway, you should deliver the order without damaging it. In such a situation, you cannot do without intermediaries. It is desirable to involve local delivery services.

The third-party services may not be very reliable. There is always a risk that something will go wrong and it is not up to you. However, such processes are best delegated to third-party companies.

The list of global fulfillment services is large. You will definitely find a good partner for your business.

To protect ourselves from mistakes you can examine the county’s rules and regulations. For example, the UPS service can help you a lot. There you can find a lot of facts about the target market that can affect your shipment.  

Well, now your store is ready to be promoted to the foreign market. And we move on to the final stage of preparing the store for international sales - marketing.

Marketing strategy: spend your money to get more money back

No matter how beautiful and tasty the candy is, you will never sell it without advertising. No, you can sell it, but questions are “when?” and “how much?”. If you want a stable income, you should advertise your product.  

Your store has a semantic core, which consists of keywords. If you think that it’s just enough to translate the core, you are wrong. For every target country, you should find keywords that match its search queries. So, take the time to create a separate list of keywords for each language.

Use local social media to take into account the popular social networks because they are different in different countries. For example, Facebook, YouTube, Twitter, TikTok are popular, especially in the West countries. But in China, these social media are blocked. Therefore, for the Chinese audience, you need to find other popular channels.

It would be great if you find some local bloggers and start cooperating with them. Nowadays, social networks and YouTube are full of influencers with a large audience. For example, if you want to sell cosmetics, you can send samples of your products to popular make-up artists. Sometimes, the advertisement from the blogger can be more effective than on other resources.

Don’t forget about email marketing. From your first purchase start to develop an email list of your customers. In the future, you can offer them discounts or special services. Try to make every customer your regular customer.  

At the same time, do not forget about Shopify applications that can improve your marketing strategy. In the header of the Shopify App Store, you will find the Categories section. If you click on it and choose Marketing, you will see areas of marketing. You can select what suits you best.

For instance, some apps can set up Google Shopping for your products or help with email marketing. With new apps, you will get an opportunity to set up push notifications and automate cart recovery.

In the marketing strategy, all means are good. As you can see, there are many methods at your disposal to attract and retain your audience. The combination of these methods can bring you real success. Try them all and find your perfect marketing strategy.

Final thoughts

So, we’ve considered the most important steps on the way to international expansion. Yes, the list of steps is large and requires hard work. Anyway, if you complete them all, you can count on success. Let’s sum it up. To get revenue from a multilingual store, you should:

  • make the clear content
  • localize your store
  • add payment systems
  • worry about the delivery
  • advertise your business

The better you prepare, the easier it will be to sell. International sales are for those who are ready for some challenges. Like in a computer game that’s another level where you have multiple difficult challenges but the result is worth it - you win. In international sales, you also win when receiving such a long-awaited increase in sales and incomes. And don’t forget about auxiliary services as LangShop. It makes no sense to waste time on something that can be done in a couple of clicks.

And we wish you luck and success! Thank you for reading:)

Dmitry Tkalych

Certified SEO Specialist and Expert

10 Tips to Turn New Shoppers Into Lifelong Customers

Once you gain a new customer, it’s crucial that you get them back for a second time. After an initial purchase, there’s a 22% chance of a customer returning a second time. But then, the likelihood jumps to 43% for a third purchase.

Learn more about Fiona's profile and services on her SoftwareSupp expert profile.

Understandably, a lot of resources are spent trying to acquire new customers. It takes time for them to discover you and even more time getting them to trust you enough to purchase.

And this is important work! You’re growing your brand’s customer base and receiving more orders. But, if this is where the relationship ends, it’s not as much of a success as you may think. You’ve spent money and time marketing to these customers, which is particularly costly during a sale period since your profit is already decreased on discounted orders. Therefore, it’s important to offset some of these acquisition costs by driving new customers to repeat purchases and become loyal customers. 

Let’s look at some numbers:

  • A 5% uplift in customer retention can boost revenue anywhere from 25-95%
  • It can cost five times more to attract a new customer than retain an existing one
  • 65% of a company’s business comes from existing customers

We’ve put together a list of 10 easy tips to turn new shoppers into lifelong customers so you can boost revenue and grow your brand.

  • Offer an incentive after the initial purchase
  • Encourage them to signup for your loyalty program
  • Award points for engaging with your brand
  • Personalize the experience
  • Build trust
  • Make your program aspirational
  • Connect emotionally
  • Optimize your user experience
  • Share valuable content and rewards
  • A win back strategy

Offer an incentive to secure a second purchase

Once you gain a new customer, it’s crucial that you get them back for a second time. After an initial purchase, there’s a 22% chance of a customer returning a second time. But then, the likelihood jumps to 43% for a third purchase. And this number keeps going up as the repeat purchases increase. This domino effect is worth putting in extra effort to drive customers back to your store after their first order.

To do this, offer an incentive in your post-purchase communication such as a free product, free shipping, or a discount code. Make this incentive immediately valuable for a better chance of it leading to a conversion. Once the second order is completed, your customer will be on their way to becoming a loyal member of your brand community.

Encourage them to signup for your loyalty program

The next tip is to encourage your new customers to sign up for your loyalty program. Loyalty program members buy more often and spend more than non-members. Being part of a loyalty program creates a more engaging and positive brand experience for shoppers. Plus, converting them from a guest checkout to a loyalty program member opens up a lot of doors when it comes to personalization, marketing communications, emotional connections and more. 

In your post-purchase strategy make sure to include your loyalty program and its benefits to encourage new customers to sign up and start their journey towards becoming loyal.

Award points for engaging with your brand

Whether it’s following you on social media, leaving a review or even just visiting your site, use loyalty points to incentivize shoppers to engage with your brand. Leading cosmetics brand, Mirenesse, uses all three of these approaches to gain new followers, gather more reviews and encourage site visits. This rise in visibility keeps their brand front-of-mind when customers are considering shopping again.

Personalize the experience

78% of consumers say they want to be individually recognized and rewarded for their loyalty. Turn your customer journey into a personalized experience using methods such as product recommendations, welcome messages and birthday gifts. This will solidify the emotional connection between brand and customer.

Furthermore, 50% of marketers argue that tailored messages are one of the most effective methods of delivering unique experiences. Personalize your email comms with loyalty data such as points balances or tier statuses to make the messaging hyper-relevant. This relevancy will positively affect the open and click-through rate of your emails. The increased engagement will keep your customers on their way towards becoming loyal.

Build trust 

According to Edelman, 81% of consumers say that trust is an important part of their purchasing decisions. A new customer will always have some hesitation before they decide to purchase from you. There are several questions that require answers before they can trust you. How you build trust with customers, before, during and after they purchase is crucial in order to build a long-lasting relationship. 

After a customer completes their first purchase, optimize all of your post-purchase communication to build trust. For example, if a customer has an issue with their order, how your customer service handles this will affect whether a shopper will purchase again and become loyal. Clear, honest communication and a customer-first attitude will result in a more trusting, long term relationship.

Make your program aspirational

When asked what makes them loyal, 74% of customers say they are motivated by working towards a goal or reward. Aspiration is key to building connections with  customers. Giving them a goal of better perks and rewards shows shoppers that the more loyal they are, the better they will be rewarded.

An effective way to give your customers something to aspire towards is to use loyalty tiers. This way, you can separate new loyalty members from your long-term customers and reward these groups differently. New members can get basic benefits, while loyal customers can receive more and better perks. New members can see the higher tiers as a goal to aspire and work towards. This will encourage them to continue shopping with you rather than switching to a competitor and missing out.

Connect emotionally

70% of emotionally engaged consumers spend up to two times or more on brands they are loyal to. Emotional connection is an effective tool for increasing the lifetime value of your shoppers. This emotional bond will result in larger, more frequent orders, while also preventing churn. 

One way to create an emotional bond is to display company beliefs front and center. Make it clear what your company stands for when a consumer visits your site. Whether it’s sustainability or animal welfare, have something on your homepage that lets shoppers know where your principles lie.

Another method is to incorporate company beliefs into your loyalty program. Give members ways to earn points by completing positive actions, such as recycling empty product bottles, like Pacifica Beauty does. Or offer them charitable rewards such as planting a tree or donating to a charity - an approach taken by Edgard & Cooper. This will strengthen customers’ emotional connection to your brand and ensure a long-lasting relationship.

Optimize your user experience

The usability of your website and your loyalty program will affect how many people engage with it. 78% of consumers felt encouraged to join a loyalty program if the sign-up process was easy. This means that if you have a complicated loyalty experience, it’s less likely shoppers will create accounts and engage with the program enough to become loyal customers. Keep your user experience simple and hassle-free in order to turn new visitors into lifelong customers.

Share valuable content and rewards

New customers need reasons to stay loyal instead of trying out a competitor. One effective way to do this is to share valuable content in your marketing comms. Give customers access to free useful content, such as recipes or beauty tutorials, via your emails and social platforms so customers can see the value in continuing the relationship.

To drive new customers to sign up to your loyalty program and accumulate points that they can use later, your rewards must be valuable and desirable enough for them to make the effort. Find out what experiential and content-based rewards work for your customers and watch as metrics such as reward redemption rate and repeat purchase rate rise. 

A win back strategy

Not every customer is going to be engaged right from the start. And, as customers move along the loyalty journey, it’s possible they’ll start to participate less. When a customer hasn’t purchased or engaged with your brand within the expected time frame, then they can be labelled as “at-risk”. These customers will need winning back and you need a strategy in place to do this. 

Reach out to your at-risk customers with a special message encouraging them to return to your store. You can do this with incentives such as a discount code, free shipping or bonus points. Another method you can take is to remind customers if they have a redeemable reward or their points balance. This will show them what they’re missing out on by not returning to your store and you’ll be more likely to win them back.


It costs five times more to acquire a new customer than it does to retain an existing one. In order to build a sustainable and successful ecommerce business, you must offset your acquisition costs by encouraging repeat purchases and increasing the lifetime value of these customers. Use these 10 tactics to turn your new shoppers into lifelong, loyal customers and you will positively impact your revenue and take your brand to the next level.

One of the software/tech solutions you can use to improve loyalty in your store is LoyaltyLion. LoyaltyLion is a data-driven loyalty and engagement platform trusted by thousands of ecommerce brands worldwide. Merchants use LoyaltyLion when they want a fully customized loyalty program that is proven to increase customer engagement, retention and spend. Stores using LoyaltyLion typically generate at least $15 for every $1 they spend on the platform. 

Fiona Stevens

Certified Marketing Expert

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