Want to know how to generate more online sales that require less time, effort and money? Focus your online marketing strategy around repeat visitors to your website. Why? Repeat visitors convert to customers at a higher rate than first time visitors, ultimately increasing your bottom line.
A repeat visitor already knows about your company, products, and brand, so there’s no need to start from scratch. So what do you need to do to get visitors to come back to your website?
Here are five options to consider:
Keep Your Site Up-to-Date with Fresh Content
Would you want to read the same newspaper every day? Updating your site frequently provides visitors with something new each time they visit. Consider having a What's New or Tip of the Day page, and be sure to update the site with the latest company news and refresh your graphics from time to time. You could also lure consumers back by announcing future offerings or promotions to entice them to return.
Offer Additional Value or Discounts
Customers want to feel like they’re getting something they can’t find somewhere else, so make them feel valued and special. Give out discounts and free samples, or start a loyalty program that offers rewards. You can also identify and partner with other companies that offer complementary products and services to yours – your affiliation with other sites help build credibility to your name. (And adding backlinks to your site also helps with SEO!)
Be Social and Invite Them Back
Establish and grow your social media reach through social sharing buttons which allow visitors to join and like your social media sites such as Facebook, LinkedIn, Pinterest and Twitter. The more likes, shares and tweets you have, the more brand awareness you build. And when consumers are more familiar with a particular brand, the more likely they’ll become repeat visitors. Also, provide the option of bookmarking and adding your site to their favorite links to make it even easier for visitors to return.
Keep in Touch
Staying in contact with visitors creates a feeling of legitimacy with your brand and safety with your site. Offer them the option of receiving a free monthly newsletter on your products or services. And once you have their email address, send out special offers or promotional deals to bring them back to the site. Consider adding an RSS feed as well. By bringing fresh content directly to your subscribers on a regular basis, you’ll build a loyal repeat following.
Deliver Trust and Confidence
Ultimately, this is what visitors and customers want at the end of the day. And you can provide that through consistent superior quality, meeting delivery commitments and resolving issues quickly. Consumers who have bad experiences are not likely to return no matter what, so make sure you’re delivering what you promise.
Once first-time visitors come back to your site, the more likely they are to convert and engage with your business. So it’s equally critical to continue your efforts to directly market to returning and repeat customers because they drive the highest share of revenue.
Returning customer: has one previous purchase.
Repeat customer: has multiple previous purchases.
A 2012 Adobe Digital Index Report released their analysis of 33 billion visits to a U.S. retail website from 2011-2012. This report revealed:
- Forty percent of revenue comes from returning or repeat customers (but this segment represents only 8 percent of all visitors)
- Returning and repeat customers spend more per visit – it would take three to five first-time shoppers to deliver the same revenue as one returning or repeat customer.
- Repeat customers account for even more revenue during the holiday season (twenty-five percent versus four percent) and during times of slow economic growth.
Yes, getting traffic to your site is important, but it’s only one part of the equation. By differentiating the visitors you get, then focusing on a specific type of customer, you’ll be able to achieve success in no time.