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D2C post-purchase

First order check-in

Ask first-time customers how their order went, while there's still time to turn them into repeat buyers.

When to send itThree to seven days after a first order is delivered, so the customer has opened the box and tried the product.

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The survey

How was your first order?

  1. 1Overall, how satisfied are you with your order? · RequiredCSAT · 1–5
  2. 2Did your order arrive as expected? · RequiredYes, everything was fine · It arrived late · Something was damaged · Something was missing or wrongMultiple choice
  3. 3Sorry about that. What happened?Shown only when question 2 isn’t “Yes, everything was fine”Open text
  4. 4What nearly stopped you from buying?Anything on our site that was unclear, missing or off-putting.Open text
  5. 5What would make you order again?Nothing, I'll be back anyway · A discount · New products or flavours · Faster delivery · Something elseMultiple choice
  6. 6Can we contact you about your answers?Optional. Only if you'd like us to follow up.Name (optional) · Email (optional)Contact details

Suggested coupon

Suggested couponThanks for telling us. Here's 10% off your second order.A unique code per customerValid for 30 days on your next order. One code per customer.

A second-order discount thanks first-time customers and gives them a reason to come back. Unique codes keep it off coupon sites.

Where to send it

  • Order emailAdd the link to your order confirmation or delivery email, with a note to come back once the parcel arrives.
  • WhatsAppSend the link in your delivery update message to customers who have opted in to WhatsApp.

When to send it

The first order decides whether a customer comes back. Send this survey a few days after delivery: long enough for them to have tried what they bought, soon enough that the experience is fresh. If your order confirmation email can include a link, add it there with a note to come back after the parcel arrives. If you use Shopify, the order number can travel in the link as ?ref= so you can match an answer to the order later.

Why these questions

The survey opens with overall satisfaction on a five-point scale, which gives you one number to watch week by week. The next question asks whether the order arrived as expected, because delivery and packaging problems are the most common reason first-time buyers don't return, and they're often easy to fix.

Anyone who says something went wrong sees a follow-up asking what happened. Everyone is asked what nearly stopped them buying. That question is gold for a young brand: the answers tell you what to change on your product pages, from missing size guides to unclear shipping costs.

The last two questions ask what would bring them back and whether you can contact them about their answers. Contact details are optional, and the question says why you're asking.

The survey greets the customer by name when the link carries a name field, and falls back to a plain greeting when it doesn't.

The coupon

A unique 10% code for the second order is the natural reward here: it thanks the customer for their time and gives them a reason to order again. Unique codes can't be shared on coupon sites, which matters for a percentage discount. The coupon is shown to everyone who finishes, whatever their answers.

What to do with the answers

Check the delivery answers weekly and talk to your courier if one area keeps coming up. Read every "what nearly stopped you" answer and turn the common ones into changes on your product pages. When someone leaves their contact details after a bad experience, reach out within a day: a fast, personal fix is often what turns a disappointed first-time buyer into a regular.

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