One-Time Buyers Too Costly For Website Owners

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New Book Reveals Clues to Create Repeat Buyers

Did you know 40% of offline retail buyers never buy from the store again—and that the percentage of one-time buyers for websites is even higher?

Call To Action, a new book just published, explains that getting customers is just too costly to have them buy once. Bryan and Jeffrey Eisenberg, the co-authors, propose 4 simple ways to turn one-time buyers into multi-time buyers.

“One of the best ideas is to send each first-time buyer a welcome kit,” says Jeffrey Eisenberg. “A welcome kit might contain a thank-you, a company bio, even a membership card. Done well, it can increase 2nd purchase rate by 50%.”

A second option is to send first-time buyers a free sample. Catalogs have been using this strategy for years. A free sample shouldn’t be more of the product they just purchased, but something similar. If the customer likes the free sample, they often return to buy the product itself.

“Yet another way to create multi-time buyers is to send first-time buyers a surprise gift,” says Bryan Eisenberg. “It should be related to the product, but not something they get for placing the order. And please, not something with a logo and phone number on it. Free magnets are no surprise”

Finally, don’t overlook the packaging. It’s the first thing a buyer sees when they receive their products. If possible, use blank boxes, blank newsprint, and craft tape to ship your items. If you can afford it, custom-designed packaging is even better because it gets the company’s name out there.    

“It may cost you another 60 cents per order,” explains Jeffrey Eisenberg. “But what are all those one-time buyers costing you? Lots of opportunity, that’s what!”

About Future Now Inc. (

Bryan Eisenberg and Jeffrey Eisenberg are co-founders of Future Now, Inc., a marketing boutique focused on helping clients convert their website's traffic into leads, customers and sales by applying Persuasion Architecture, copywriting, usability and web analytics to design, redesign and optimize websites and other online marketing efforts. Future Now, Inc. has helped clients such as Dell, GE Volvo, Overstock & Disney.


Bryan Eisenberg or Jeffrey Eisenberg



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