Product registration is an important source of first party data for businesses, especially those who sell on third-party ecommerce platforms like eBay and Amazon. However, getting customers to register their purchases can be quite the challenge.
Here are some statistics to put things in perspective.
Only 31% of all buyers always, or almost always, register their purchases, while 27% register their products sometimes.
20% is the highest registration rate most companies say they've seen.
Buyers often tend to register only their more expensive products.
A staggering 44% of the people who never register their products say it’s because the process is either inconvenient or takes too much time.
Without buyer data, brands often find themselves stifled in their efforts to cross sell, upsell, offer quality customer service and build meaningful post-purchase conversations with their customers. With that being said, a strong product registration strategy can remedy the situation.
If you’re an SMB in dire need of improving your product registration rates and as a result, your access to first party data, we’ve curated a list of best practices to help you do just that.
Best practices to improve product registration rates
Traditional methods of product registration involved inserting registration cards and expecting customers to fill them up before mailing them back to the manufacturer. However, thanks to today’s technology, product registration can be a quick, seamless process.
Here are 7 best practices that are sure to help you boost product registration rates.
1. Make it user friendly
One of the primary goals of your new product registration strategy ought to be to make the registration process as user friendly as possible. Here are some tips to do just that.
Streamline the product registration process to involve as few steps as possible.
Make the process of registration easy. A great example of how to do this is to use QR code scanning to register new purchases. This is paperless, fast and efficient.
Have a clear CTA that tells your customers exactly what they need to do to register their product. For example, have “Scan here to register your purchase!” printed in bold below the QR code.
A single sign-on or SSO, as it’s popularly called, allows for customers to complete the registration process using their Google id or social media handle. This makes the process a lot faster while eliminating the need for customers to remember an extra password.
2. Educate and incentivize
Very often, customers may not really be aware of the benefits of product registration, such as how it makes returns and refunds easier, how it makes customer service easier when your company has the exact details of their purchase along with their contact information or how they get access to setting up and maintenance tutorials when they register.
Therefore, always make it a point to educate your customers about why it is important to register their purchases from you.
Be sure to also incentivize product registration. These incentives could include access to a members-only loyalty program, a discount coupon for their next purchase (a great upselling opportunity, if we may add) and premium customer support access.
3. Leverage social proof and social media
Reviews are one of the most efficient ways to convince people to register their purchases. So encourage your existing customers who have already registered their products to share their registration experience, and even their post-purchase experiences with your brand after they registered their purchases.
Not only will this convince new customers to register their products, it will also keep your team on its toes to deliver consistently high quality post-purchase customer experiences.
4. Make it mobile friendly
The average American reportedly spends 4 hours and 25 minutes a day on their smartphones. Choosing a mobile friendly product registration process, such as QR code scanning, makes it more convenient for your customers to register their products.
5. Only ask for necessary information
Customers often complain about the fact that the product registration process takes up too much of their time. So, if you’d like to improve your product registration rates, it is essential to make the process as quick and seamless as possible.
Do this by limiting the number of fields they are required to furnish to the bare minimum: their email, contact information, dates of birth, product model, product serial number and permission to send them emails and/or messages.
6. Let customer opt out when they want to
One of the main uses of the first party data that product registration gives brands is to use it for marketing purposes. However, customers are often blindsided by a flurry of what seems to be spurious content after they register their products.
When you give your customers the option to cancel their registration whenever they want, it gives them the confidence that they’re dealing with a brand that cares about their privacy and their preferences. This is sure to encourage them to complete the registration process, increasing your product registration rates.
7. Test and improve
A/B testing and asking customers for feedback actively are great ways to identify what is and isn’t working in your product registration process. By identifying areas of improvement and fine tuning the process, you will be making it easier and more efficient for your customers to register their purchases, leading to a marked improvement in product registration rates.
Why Dyrect should be your only product registration partner
Dyrect is the preferred product registration and post-purchase experience partner for hundreds of global brands, and for a good reason.
Our product registration process is so simple, your customer can finish registering their purchase in under a minute! Here’s how it works:
Your customers scan the QR code you put anywhere you choose, such as on the packaging, on the invoice, etc., and are immediately redirected to the product registration page.
They sign in using their Gmail account, TrueCaller or Facebook account, and they’re done! Their contact information gets auto-populated when they sign in, and their product automatically gets registered.
It doesn’t end there. From giving you custom QR code URLs that reflect on your brand to helping you leverage that first party data to build incredible omnichannel post-purchase experiences and more, our team at Dyrect has you covered.
Schedule a demo with our team today, and give your business the post-purchase edge only Dyrect can deliver!