Did you know that you can make more selling to returning customers instead of attracting new customers?
As a business owner, it is important that you bring new customers to your business. After all, customers are the only thing that keeps your business going. Most ecommerce owners make the mistake of believing they can only get sales from new customers:
- Acquiring a new customer can cost five times more than retaining an existing customer.
- A 5% increase in customer loyalty can increase profits by 25-95%.
- The success rate in selling to a customer you already have is 60-70% while selling to a new customer is 5-20%.
Research shows that companies lose between 20 and 40% of their customers every year. And although it can be normal for a section of your audience to lose interest in your brand (the average email list drops 25% every year).
By keeping your current customers as loyal buyers, you can lower your customer churn rate. Churn is when existing customers stop doing business with you. What’s the point in attracting new customers if they don’t stay long-term?
Today I’m going to go over six simple ways to get more repeat customers to your ecommerce store.
1. Create win-back email marketing campaigns
A winback email marketing campaign essentially captures those customers who bought from you once and left. Or in the case of software, people who used your service but left.
When creating your win-back email, it is important to say goodbye, but with a small gift. Add a special discount or offer to your email. Try not to flush and redo a deal that you have used regularly on your website. It has to be big enough to grab your customers’ attention. After all, they may have ignored your previous emails and marketing efforts.
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2. Improve your customer service
Another great way to get customers to return to your ecommerce store is by providing great customer service. Like it or not, the experience customers have with you will determine whether they will buy from you or buy more.
Dimensional Research found that 52% of consumers report positive customer service that they made an additional purchase from a company. Not to mention American Express found that a third of consumers say they consider switching companies after just one case of poor customer service.
Customer service doesn’t just start and stop in the chat or in the email of your online shop. It’s expected on every online platform you are active on, including social media. Because of this, 44% more people think a brand’s conversations (including direct messages or in response to a published comment) are more compelling than a brand’s ads.
If you’re struggling to use your online customer service platforms or aren’t sure how to deal with negative reviews on social media, check out our guide to the 4 best ways brands can respond to haters on Instagram
3. Reward customers for their loyalty with discounts
You can also reward customers for coming back to your ecommerce store by enticing them to shop with exclusive discounts and offers.
You can do this by sharing your discount or offers via email or social media, or you can create a loyalty program to better manage and maintain customer loyalty.
There are several reasons why a loyalty program is good at helping customers keep coming back to your ecommerce store. The most obvious benefit is that more purchases are repeated as customers can receive gifts or rewards as incentives.
Loyalty programs unlock your customer base and provide incentives when customers spend more money in a single transaction. For more information, see Maximize Your Loyalty Strategy By Keeping Your Rewards Program On Track.
4. Share customer reviews and UGC
User generated content is content that is freely created by customers who love your products.
Customer ratings and UGC have a decisive impact on your sales and attract returning customers. They share what real customers have to say about your brand and why others should love shopping with you too.
Around 86% of millennials believe that user generated content (also known as UGC) is a good indicator of the quality of a brand or product. The more your followers see that others are enjoying your products, the more likely they are to want the same experience.
You can re-share UGC that you’ve selected from followers you’ve tagged or used your branded hashtag. You can also add shoppable social commerce features to make the shopping experience seamless. Example:
5. Retargeting of Facebook and Instagram ads
One of the best ways to bring returning customers back to your ecommerce store is by retargeting ads on Instagram and Facebook.
This type of marketing is particularly effective because the platform uses very specific targeting and tracking data. That means you can determine who sees what based on tracking, purchase, or product browsing history. You can create retargeting ads through Facebook’s ad manager by adding a tracking pixel and setting it to tracking:
- Visit your add-to-cart page
- Click the “Add to Cart” button
- Visits to your buy / thank you pages.
To get you started, here are some retargeting ads guides to dive into:
6. Create a referral program to keep sales going
Referral programs help you to retain your current customers, but also to attract new customers at the same time. Customers attracted by referrals have a 37% higher retention rate and 81% of consumers are more likely to become involved in brands with rewards programs.
With a good referral program, you can increase sales and maintain a steady flow of customers. A referral program is different from an affiliate program.
With a referral campaign, your customers or fans can receive a reward when they refer their friends to sign up or complete a campaign for your company. Get the ball rolling with a referral marketing campaign for the holidays.
The key to having a steady flow of sales and website is getting new customers while taking care of your current customers. Every ecommerce store makes sure to ensure the shopping experience of its customers so that they get more sales again and encourage others to join in.
Below is a quick recap of the six easy ways to get more returning customers to your ecommerce store:
- Retargeting of Facebook and Instagram ads
- Improve your customer service
- Reward customers for loyalty with discounts
- Share customer reviews and UGC
- Be super active on social media
- Create a referral program to keep sales going
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