Every company struggles to obtain new buyers and spends substantial sums on customer acquisition. Then the main aim is to make these clients regular ones to reimburse your expenses and increase the profitability of the business. At this stage, retention measures can be highly efficient if done right.
There is a wide range of reasons why people return to brands. The first is definitely the product/solution, then comes the website’s loading speed and mobile-friendliness (that’s why Magento PWA development is currently so fashionable in e-commerce), followed by customer service, and so forth. But largely such behavior is defined by marketing efforts.
In the meantime, if about 44% of brands pay much attention to client acquisition, only 18% are focused on customer retention. In this article, we’ll discuss 5 working hooks that aid to build long-lasting relationships with consumers. To illustrate the ideas, I’ve chosen instances from small UK and US online stores.
1. Coupons & Loyalty Programs
This might be the simplest yet efficient means of attracting people and making them come back to your online store for more. Firstly, you encourage them to subscribe to your newsletter by offering a discount. This trick raises the chances of signing up. Then you start sending attractive proposals so that users get interested and visit the shop again.
Take a look at the screenshot from the British clothing brand Emma Willis. A 10% discount is appealing enough to sign up because goods here are quite expensive. So, it is a smart step to get more people acquainted with the product. Some of them will be pleased by the quality and eventually become regular buyers.
Source: Emma Willis
Loyalty programs are the advanced tier of retention. Accumulative discounts and secret sales for the “club members only” are definitely a practice that stimulates making more purchases.
2. User-Generated Content (UGC)
Either you represent a large or a small company, posts by shoppers are a must in your digital marketing strategy. Let’s model a situation. A person bought a mug in your local store, shared their new love with followers, and tagged you. If you repost, the person will likely be flattered. That’s it! The connection between the brand and the customer has strengthened.
In the screenshots below from the pottery manufacturer Keeeps, you’ll see how it stays connected with the audience. The shop has the Testimonials section in its Instagram Highlights and takes users’ photos as a base for posts as well.
Source: Keeeps Instagram account
3. Customer Reviews
Even regular visitors of your website can’t be familiar with every single item you sell. People always have reasonable doubts about things they can’t touch and try on. But if you provide convincing backing for your goods, the willingness to purchase will be remarkably higher. Certainly, I mean feedback from customers.
Many small online stores do not support leaving reviews which is a huge omission! It’s much wiser to follow the example of Petite Studio, a garment brand from NYC that has review sections on every product page.
Source: Petite Studio
4. Send-outs & Push Notifications
After users leave your website it’s time to “catch them up” (delicately and pertinently, please!) There are two ways to convince one to return: newsletters and push notifications. Not every website is able to send push notifs, but nowadays it is possible.
However, bear in mind that every smartphone owner receives plentiful reminders. Thus, if you bother them too frequently, you may end up being banned from sending anything on your customers’ phones. But when an item from one’s wish list is back in stock or goes on sale, it’s a perfect occasion to notify customers as soon as possible.
Newsletters can be another appealing retention means. There are several types of promotional emails that you can leverage:
- Welcome letters for newcomers. These messages may include discounts, beneficial offers, and a brief overview of the newest collection or bestsellers. Take a look at the screenshot below from a bag brand Delaroq. The algorithms detected that I signed up but didn’t use a promo code. So, they sent me a reminder shortly after I left the website.
- “Abandoned cart letter”. When a user adds something to the cart and then leaves the website, some brands send emails with these unfinished orders. It’s really wholesome because sometimes people are diverted from ordering or decide to think for some time and eventually forget about an item.
- Classic promos. They might list sale positions, new arrivals, previously viewed goods, and special offerings only for subscribers.
5. Customer Support
To turn irregular buyers into solid customers, you have to ensure them the comfiest shopping experience ever. This impression consists of many factors, from the overall performance of the website and its functionality to customer service. There are a couple of ways to ameliorate it.
- Omnichannel presence. I mean that you must be reachable via all means of communication: live chat/chatbot, social media, email, and phone. Local brands often overlook the significance of staying in touch and justify this by the lack of staff. But there can be no excuses since you can at least implement a chatbot.
- Facilitating the shopping process for all. Amongst your customers, there are people with various health conditions: severe myopia, dyslexia, daltonism, mobility difficulties, and so on. Don’t forget about the elderly and other vulnerable groups.
As the aspiration toward full inclusion is an integral part of a global agenda, we’d recommend you consider tools for accessibility improvement. In the screens below, there is an accessibility menu implemented by the fashion brand Loup. It eases shopping for those who need special settings while using a phone or a computer.
There are plenty of marketing tools and tactics that trigger users to visit online shops time after time and tighten links between brands and customers. These close and warm relations are vital for each small business because it greatly contributes to the reputation of your entity and its particular metrics like a customer lifetime value. Try using at least a few of the approaches stated above to outperform rivals and cater to your clients.
Kate Parish is Chief Marketing Officer at Onilab, with 8+ years in digital marketing and e-commerce web development promotion.