When a customer buys again
Testimonial Requests for Repeat Customers
A first purchase is a hope. A second one is a verdict. The customer who comes back has already decided you are worth it, and they can say why in a way a new buyer cannot. Pick the kind of return, fill in the details and copy a request that asks about the reason they came back.
- Triggered by the repurchase, not the calendar
- Asks why they came back
- Separate wording for regulars and returners
Request builder
Write the request for a customer who came back
Choose how they returned. Each template opens by noticing the return, then asks a question only a repeat customer can answer.
- Right after the second order
Subject: You came back for [the house blend]
Hi [Priya], We noticed you ordered [the house blend] again. Thank you, a second order means more to us than a first. Would you tell us, in a sentence or two, what made you come back? Someone deciding on their first order would like to hear it from you rather than from us. [link] You can type it, or record a short video or voice note if that is easier. [Sam], [Northside Roasters]
- Shorter version
For a low price item where a long email would feel out of proportion.
Subject: Quick question about [the house blend]
Hi [Priya], thanks for ordering [the house blend] again. What brought you back? One line is plenty: [link] [Sam]
Templates fill in inside your browser. Nothing you enter is stored or sent.
The problem, solved
Why repeat customers are rarely asked, and how StoryProof changes that
- Problem 1
We only ask after the first order
The request goes out a week after a first purchase, before the customer has decided whether to return. Nobody asks the ones who did.
How StoryProof solves it
Add your repeat buyers as contacts and send the request from StoryProof by email; contacts and smart lists are on every plan.
- Problem 2
We cannot watch every reorder by hand
Spotting the second order means checking order history, which nobody has time for during a busy week.
How StoryProof solves it
From Pro, a store can send StoryProof a webhook when an order is placed and the customer gets a request a week later. Your store decides which orders it sends.
- Problem 3
Loyal customers ignore one more email
Regulars get your newsletter, receipts and offers. A single request is easy to miss among them.
How StoryProof solves it
From Pro, follow-ups remind them after three days and again four days later, and stop as soon as they reply.
- Problem 4
I want to reward them for returning
A loyal customer has earned something, but a reward that reads as payment for praise undermines the testimonial.
How StoryProof solves it
From Pro, a multi-step form can show a reward code on its thank-you screen to everyone who answers, whatever they say.
- Problem 5
Regulars talk, they do not write
A regular will happily tell you at the counter why they come back, and never type it into a box.
How StoryProof solves it
One collection link lets them write, record a video or leave an audio note in the browser, whichever is easiest.
Prompts
Questions only a repeat customer can answer
If your form has room for a question, make it one that uses the fact they came back.
After a second order
- What made you order again?
- What surprised you the first time?
- Did anything nearly stop you coming back?
Leave out
- How did you hear about us? (they already told you on order one)
For a long term regular
- What would you tell someone trying us for the first time?
- What do you buy from us that you would not buy elsewhere?
Leave out
- Rate us out of ten
- Anything that sounds like a survey
For someone who came back after a gap
- What brought you back?
- What did the alternative do better or worse?
Leave out
- Asking why they left before they have settled back in
In StoryProof
Set up repeat customer requests in StoryProof
Step 1 of 4
Mark repeat buyers
Add customers on their second or later order as contacts, and tag the testimonials they send as repeat customer.
Step 2 of 4
Send the request when they buy again
Send it by hand from the builder above, or have your store send the order webhook so the request goes a week after the order.
Step 3 of 4
Let reminders do the chasing
On a plan with automations, follow-ups go out until they answer or unsubscribe.
Step 4 of 4
Thank them once it is approved
From Pro, a thank-you email with a link to their testimonial can go out two hours after you approve it.
Before you start
What StoryProof does not do here
It does not count orders
StoryProof does not read your order history. Who counts as a repeat customer is decided in your store or by you.
The webhook runs on what your store sends
If the store sends every order, first time buyers get the request too. Sending only repeat orders is set up on the store side.
Rewards need care
A reward tied to a positive answer distorts the testimonial. Give it to everyone who answers, and say so near the testimonial if your rules require it.
Email only
Requests and reminders go by email. A regular you mostly see in person is better asked face to face, with the link to follow.
FAQ
Questions people ask
Short answers to what usually comes up next.
Should I ask after the second purchase or wait for the fifth?
The second is the clearest signal and the easiest to act on. Asking a long term regular is worth doing too, but as a separate, more personal message.
What if a repeat customer already left a testimonial on their first order?
Ask a different question: what made them return. A second testimonial about loyalty is not a duplicate of the first impression.
Is a repeat customer testimonial more convincing than a first one?
It answers a different doubt. A first buyer can speak to the experience; a repeat buyer can speak to whether it lasts. Many pages benefit from both.
Can I offer a discount on their next order for answering?
You can, as long as everyone who answers gets it regardless of what they say, and you disclose it if the rules where you sell require that.
Still have a question? Ask the StoryProof team or book a demo.
Ask the customers who already chose you twice
Set up a form and send your first repeat customer request today. No credit card needed to start.
Last updated 2026-11-06.