Whether you are new to e-commerce or have been in it since years or even decades, it is always difficult to get conversions. With the ever-changing consumer landscape and marketing strategies, it is difficult to win this never-ending battle to win conversions. With average cart abandonment rates hovering around 68% you want to do everything you can to both acquire new customers and convert when they return.
We have compiled some great tips to help you drive more repeat business in your online store:
1. Improve your customer support
Support systems help you effectively communicate with your customers and provide them with the right level of support. A support system can help both pre- and post-sale by enabling you, or a customer service rep, to clearly communicate with the customer.
Having a live chat or help desk tool available can turn a customer question into a sale or a customer complaint into a resolution, whether they come in on site, through email, or via social media. Very often, an effectively resolved complaint or problem can turn an unhappy customer into a loyal, repeat customer. And that's to say nothing of the value of customer feedback, which can help you improve your products and your overall shopping experience.
2. Offer a loyalty program
Reward customers for their loyalty. It can be a membership or simple discount option when your customers return and buy your products. You can take inspiration from the e-commerce giants out there luring customers back with points systems or many other lucrative tactics. To put this into perspective, creating a loyalty program can be as simple as rewarding customers on their second purchase at your store or after a set dollar figure.
3. Ensure an amazing experience for customers on their visit
Assume that no one really needs what you sell, because they probably don’t. In a little over 25 years, we’ve gone from an economy based on scarcity of goods and services to one that offers unimaginable abundance. There’s very little you can sell that can’t be gotten elsewhere. Focus instead on how you sell what you sell. Completely differentiate your customer experience and make sure it’s remarkable. Products come and go, but there will always be a market for truly remarkable experiences.
4. Reduce Cart Abandonment
Customers who initially abandon their carts but respond successfully to cart abandonment emails end up spending 55 percent more on their order. If that isn’t a surefire way to draw in repeat buyers, we don’t know what is.
Remember, these emails go to customers who already have some level of familiarity with your brand, so even in more low-effort campaigns that simply remind them to finish checking out, treat shoppers like you know them (and they know you). They already know your brand is great, so remind them why they can trust you. We have a quick guide on how to reduce your shopping cart abandonment rate. You can read about it here.
5. Send Newsletters/ use email marketing
You can use email marketing to nudge existing customers to repeat a purchase. By sending personalized messages, you can reach people who have abandoned their cart or who have purchased refillable items.
Previous customers have already shown some interest in your brand’s products, so there’s a good chance they can be encouraged to purchase again. Regular emails are also a great way to keep your brand at the top of customers’ minds, showcase new products, promote sales and offer exclusive discounts – all of which can help to drive sales.
6. Learn From Feedback
Our final tip would be to listen to your customers to learn about your business. Give them a chance, and they’ll be brutally honest, telling you exactly what they love and what they don’t. Make it easy to give reviews on multiple channels.
Gather reviews on social media, and ask for a review of every purchase via email. You can send a short thank-you note and include a short survey or one-click star ranking system. You can then use the data collected to send personalized offers – remember, return customers spend more and they trust your brand.
Think of the conversion rates on your coupons as feedback too – you can see which promotions are working best and adjust accordingly.
7. Tap into the current customers
Repeat customers are a valuable resource to any e-commerce business, more so for e-commerce apps. While you are putting in efforts to bring in new customers, you should also focus on driving repeat purchases from your existing customers.
The five steps to successfully drive repeat purchases from your e-commerce customers are:
- Collect rich data
- Create customer segments based on behavior patterns
- Build category clusters for product recommendations
- Implement machine learning
- Use retargeting ads
Do you have any more ideas to drive repeat purchases? Post them in the comments below!