So your eCommerce site is up and running, you’ve identified your target market and you have started to do some online marketing to help increase your brand awareness to a larger audience – but how do you get your customers coming back for more? This is where retention marketing comes in and by using it correctly you could highly improve the rate of returning customers to your eCommerce business!
So, let’s start with the basics – what is retention marketing? I like to explain retention marketing to people with a simile called ‘The Boomerang And The Stick’…
The people in the simile represent your customers, and the object they are throwing represents your business. If you don’t have any retention marketing strategies in place, your company will be much like the stick where the customer has come and gone and will have to choose whether or not to go back again.
If you did have retention marketing strategies, in place your business can be just like the boomerang where the customer has used your business in the past and instead of relying on them to come back your business will keep coming back to them – and with the customer returning to your eCommerce store, you are increasing your chances to increase sales, conversions and revenue!
Now let’s get into a few techniques that you could start doing yourself to help improve the amount of customers returning to your site!
When it comes to retention marketing – ‘don’t be a stick, be a boomerang!’Tweet this now
Remarketing Is To Reconnect
Are you currently running PPC advertisements to reach a larger audience? If so, have you set up remarketing campaigns to reconnect with users who have been to your site before? Remarketing is a fantastic way to remind previous users of you and your business in a way that doesn’t disturb them.
For instance, on Google AdWords you can use various styles of remarketing to help improve your customer retention. You could set up a standard remarketing campaign which will show adverts to your previous users as they browse around the Display Network. You could go one step further and set up a dynamic remarketing campaign which follows the same principles as the standard remarketing campaign but it shows the products/services that the user was interested in when on your site. Remarketing doesn’t have to stop at online advertisement either; why not introduce remarketing into your next email campaign!
Platforms such as Dotmailer offer a service where you can auto-populate specific areas of your email with products that the user has looked at in the past. By reconnecting with your customers in such a personalised way will not only help them remember who you are as a company, but by seeing the product again they will be more likely to return and view again but this time they will have a higher rate to purchase.
A Happy Customer Is A Returning Customer
As a customer, what makes you choose to return to a website and purchase from them again and again? Simple – you were most likely happy with the product that you purchased and/or the service that you received.
To make things easy, we will assume that your product is top notch so let’s look at the service side of things. You could break the online customer service up into multiple sections, each of which you have complete control. The site itself is a service – is it easy to navigate and user friendly? By having an easy to use site means that customers find it simple to place orders and will feel comfortable doing so, and by having this feeling of ease and simplicity the customer will feel happy.
The next aspect is customer communication. Do you have a chat feature / chat bot on your site so customers can quickly ask any questions that they might have? By using this feature you can instantly speak with your customers and build a sense of trust, and a trusting customer is a happy customer! Another way to keep your customers happy is to give them something that your competition doesn’t… this could be as simple as offering free postage on all orders.
We’d recommend that you have a good think about your current customer services and how your customers may feel when visiting your site. If you think you are already nailing it then a huge high-5 to you, if not then start to think of ways to get those customers smiling. Remember, a happy customer is a returning customer!
Keep It Personal
Last but not least, don’t forget to add that personal touch to everything you do. This is by far the easiest technique of the lot, but it holds just as much weight as the others!
When you communicate with your customers be sure to address them by their first name. By simply acknowledging their name you are showing them that you see them as a person and not just another sale! Another personal touch to try is by writing on your customers social pages regarding their previous purchases – “Hi Mark! How are you getting on with your new XXXX”. These small personal touches will allow you to connect with your customers on a more meaningful level! If you are not already doing this then give it a go because we have found in our experience that by going that extra mile will really impress your customers!
This is just the tip of the remarketing iceberg which lightly touches on some important techniques. Keep an eye out for future articles where we will take a more indepth look into various remarketing techniques which will help retain your customers.
For now though, go forth, start remarketing, and remember… “Don’t be a stick, be a boomerang!”
Ciao for now.