The Advocacy Stage in the eCommerce Customer Journey: Amplifying Your Brand through Loyalty

In fact, some of the most impactful moments happen after the sale is complete. Enter the Advocacy stage, where satisfied customers become passionate promoters of your brand. In the e-commerce world, this is a golden opportunity to turn buyers into advocates who not only keep returning but also spread the word to new customers.

What is the Advocacy stage in the eCommerce customer journey?

The advocacy stage is when your customers actively promote your brand to others. They leave glowing reviews, recommend your products to friends, share on social media, and become brand ambassadors. Essentially, they’ve moved from simply being a buyer to being a brand advocate, which can have a ripple effect on your growth and reputation.

Key goals of the Advocacy stage

The advocacy stage goes beyond satisfaction; it’s about transforming customer loyalty into powerful, organic marketing. Here are the main objectives you should aim for:

• Generate positive word-of-mouth: Your primary goal is to encourage customers to talk about their great experience with your brand. Whether it’s through reviews, social media posts, or casual recommendations to friends, these interactions are a powerful form of marketing.
• Increase brand loyalty: Advocacy doesn’t just happen with one-time buyers – it’s nurtured through loyalty. By keeping customers engaged and satisfied with consistent value, you increase the likelihood they’ll become repeat customers and long-term advocates.
• Amplify user-generated content (UGC): Advocates are the source of authentic content, such as reviews, testimonials, and social media posts. Amplifying UGC helps future customers relate to your products and builds trust through the real-life experiences of others.
• Encourage referrals and new customer acquisition: Every advocate has the potential to bring new customers into your ecosystem. Your goal is to make it easy and rewarding for them to refer others through programs, incentives, or simply by providing an outstanding experience they naturally want to share.
• Build a community around your brand: A key goal of advocacy is to create a sense of community. Whether it’s through exclusive VIP programs, social media groups, or interactive campaigns, advocates should feel connected to your brand and to one another, forming a loyal, enthusiastic base of supporters.
• Establish brand credibility and trust: Advocates help establish your brand’s credibility by validating your claims with authentic experiences. Positive reviews and public endorsements from happy customers act as a stamp of approval, boosting trust with potential buyers.

Why Advocacy matters in ecommerce?

Advocacy is powerful because it’s authentic. It’s one thing for a brand to talk about how great their product is, but when a real customer does it, it adds credibility. Here’s why advocacy is so crucial for e-commerce brands:

• Word of mouth marketing: Personal recommendations from trusted sources are far more effective than traditional advertising. Nielsen’s U.S. Trust in Advertising survey found that 89% of consumers trust recommendations from friends and family over any other type of advertising.
• Cost-effective growth: Advocates provide free marketing. Encouraging and nurturing this kind of loyalty can lead to exponential growth without significant advertising spend.
• Boosted trust and credibility: Advocacy, through reviews and testimonials, helps build trust with potential customers, especially those who may be on the fence about your brand.

How to cultivate Advocacy in e-commerce

Turning a happy customer into an advocate doesn’t happen overnight – it’s about creating consistent, positive interactions and offering extra value. Here’s how to do it:

Deliver exceptional post-purchase experiences 

The Post-Purchase journey is critical to customer satisfaction and advocacy. Clear communication about shipping, thoughtful packaging, and follow-up messages to ensure satisfaction all contribute to an exceptional experience. Go beyond the transaction by sending personalized thank you emails, offering tips on how to best use their new purchase, or providing exclusive discounts for future orders.

Incentivize referrals 

Give your loyal customers a reason to spread the word with a well-structured referral program. Offer rewards like discounts, store credits, or free products to both the referrer and the new customer. Make it easy to share with unique referral links, and keep the program simple and transparent.

Leverage user-generated content (UGC) 

Encourage customers to share their experience with your products on social media. Host giveaways or create fun challenges that invite users to post photos or reviews of their purchases. Feature UGC on your website and social media platforms, giving advocates a moment of fame while showing potential customers real-life examples of your products in action.

Highlight customer stories and testimonials 

Create space on your site to highlight customer success stories and testimonials. Not only does this reinforce positive feelings for the advocate, but it also provides social proof for others. Video testimonials, in particular, can be extremely effective.

Reviews are vital and have now become common place in most of our lives. We read reviews for books, films, even our favourite ride sharing app now asks for feedback.

Before the internet we had to rely on feedback from friends and family on the quality and service of local high street shops. These recommendations were very trusted however they were limited to the shops and places your friends had visited. Then came the internet. How could we possibly expect our friends and family to have experienced all of the stores on the world wide web. This then spawned the world of peer reviews. This was feedback from independent verified previous customers on the quality or otherwise of their experience with millions of stores online. We inherrently trust these reviews if they have been posted without fear or favour. 

Reviews are the new word of mouth marketing. Let your customers sell your products for you by displaying and amplifying your reputation.

Beyond influencing purchase decisions, reviews also build credibility and foster a sense of community. They allow buyers to share their experiences and insights, creating a more authentic connection between the store and its customers. For online retailers, encouraging customers to leave reviews not only improves transparency but also enhances SEO, which can increase visibility and attract more traffic.

In short, reviews are more than just opinions – they’re key drivers of growth, trust, and customer loyalty. 

Let’s dive into the kind of impact they can have

CaseWe spoke with Catherine Wilson, the Co-Founder and Resident Skin Expert at Essentialderma.com, an Australian-based derma roller and micro-needling skincare company. Catherine said:

The ROI that we have received since the time we started using reviews is easily 1000X. With eCommerce, reviews are the most important thing your website needs. They show your customers what to expect with your products and prove that your products and services are of high quality. We have generated more than 2250 reviews across our product range, and it's no secret that the products with the highest review scores are the best-selling products.

Engage with advocates 

Advocacy isn’t a one-way street. Engage with your advocates by thanking them for their support, responding to their reviews, and sharing their posts. You can even create VIP communities or loyalty programs where your top advocates get exclusive perks like early access to products, special discounts, or even the opportunity to collaborate on future designs or products.

Surprise and delight 

Sometimes, small unexpected gestures can turn a happy customer into a lifelong advocate. Surprise your customers with something extra in their order, like a free sample or a handwritten note. These little touches leave a lasting impression and are likely to be shared.

Measuring Advocacy success in the eCommerce customer journey

It’s important to track the impact of your advocacy efforts. Here are a few key metrics to watch:

• Referral traffic: Measure how much of your traffic comes from referral links or word-of-mouth.
• Customer reviews and ratings: Monitor the number of reviews and average ratings on your product pages and social media platforms.
• Repeat purchase rate: Track how many customers are making multiple purchases, especially after interacting with loyalty programs or referral incentives.
• Net Promoter Score (NPS): This is a great way to gauge customer satisfaction and likelihood of advocacy. It asks one simple question: "How likely are you to recommend us to a friend?"

Conclusion

The advocacy stage is often the most overlooked, yet it holds the key to sustainable growth and brand credibility in e-commerce. By nurturing your existing customers and turning them into advocates, you can create a community of loyal promoters who help your business thrive. Remember, it’s not just about getting the sale—it’s about building relationships that last long after the purchase.