You have heard it time and time again. It’s significantly cheaper to get repeat visitors to your website than to acquire new ones.
Whether you are running an e-commerce website, a corporate website, or a blog site, repeat visits are superior by just about any measure.
According to statistics, for e-commerce websites, the probability of closing a sale to an existing customer is way higher at about 50% to 60% compared to a new prospect which has a probability of only 5% to 20%. You can never overstress the significant contribution of bringing in and engaging your existing customers back to your site can do to your bottomline.
So what can you do to begin your digital campaign on retaining and re-engaging your existing customer pool? Here are some strategies to help you.
Add Popup survey on your website
Measuring repeat users in Google analytics and bringing them back through retargeting campaigns or email marketing campaigns is not enough.
Listen to your website users by deploying pop-up survey. This is a special form of getting actionable feedback that will provide you tons of insights.
The key purpose of your pop-up survey should focus on getting to know your users or customers better and understand the kind of personas you serve on your website.
The information you can gather from these surveys can help you validate hypotheses, create new ideas, and improve your marketing, product offerings, and services.
Make sure to create the right survey type and design, the right questions at the right moment in the customer journey or moments of truth. You can use analytics tools such as Hotjar.
You may initially sign up for their free account just to get you started with your customer feedback collection.
Improve website User Experience
To improve user experience, you must identify the variety of struggles your customers encounter on your website.
Some examples of bad user experience includes slow loading website, unresponsive to any device types, too many advertisements, crowded with pop-ups, unnecessary design elements, layout is a jumbled up mess and so much more.
Tools such as Google Analytics or Hotjar can help to quantitively and qualitatively track user experience in your website. For instance, Google Analytics can measure bounce rates, exit rates and average time dwelling time at page level.
You can create funnel charts in Tableau to visualize the navigation path or the series of steps your users have to go through to complete actions you want them to take.
Examples of these actions are lead submissions, subscribing to your mailing list or completing an ecommerce sales. Track which steps they drop off and understand why they left instead of continuing their transaction on your website.
Hotjar for heatmaps and session recordings provides full context on why your customers left your website prematurely.
Heatmaps help you see what users do on your website such as where they click, how far they scroll, and what they look at or ignore.
Session recordings show real actions taken by anonymize users as they navigate to your website.
Stop bad ads from showing on your website
Not all website users hate ads but everyone including myself hates bad ads. Annoying pop-up banner advertisements, autoplay video ads and irrelevant ads.
These ads interrupt user browser experience at every turn. For some advertisement heavy websites, you can hardly read the articles as ads are positioned on the way for you to easily click on them unintentionally.
To keep a smooth customer experience on your website, you must balance advertisement banners with easy website navigation functions and contents.
Avoid filling every gap or paragraph with an ad placement. Keep advertisements away from any site navigation, call to action, or critical features. In addition, ensure that ads wont affect your website speed and responsiveness on different device types.
One of the key revenue pillar of your business, or of any business, is the strong brand loyalty and repeat transactions from your existing customer base. As such, strategies and campaigns should be geared to keeping and motivating your existing customers to transact on your website or e-commerce platform.
The three simple strategies mentioned above should get you started with your website customer retention projects by enabling you to connect with your existing customer base, listen to and act on their feedback, and simplify their web experience.