Customer retention is perhaps one of the most important parts of running a successful company. Sure, you want people to visit your landing page and make a purchase, but when you have an audience that is consistently coming back for more products and services, your business has a better chance at thriving.
Bain and Company developed a study that shows businesses that can boost their customer retention rate by just 5 percent stand to make an additional 25-95 percent based on repeat business. The big question many people have is how is it possible to improve how many customers come back to your website to make additional purchases after their first visit.
We are going to take a look at some surefire ways to help improve your retention rate. It’s important to note that every business is a little different, but these guidelines are designed to help you figure out what you can do differently to keep more customers over a long period of time.
Build relationships with personalization
Personalization is a great way to keep a customer coming back to your business after their initial purchase. There are multiple ways to build a personal relationship with your audience.
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You could track your customer profiles and use that data to help make informed decisions about new customers that come to your website. For example, if you sell pet products and notice that virtually everyone who purchased a dog collar later bought dog toys, you can use this to your advantage. If someone comes to your store page and looks at dog collars, try to recommend them dog toys – specifically the ones that other customers seem to enjoy.
In many cases, the customer will impulse buy a toy if you put it on as an extra “add-on” that they have to select at checkout. Amazon is excellent at this, it often shows products that other people have bought and created recommendations for you based on your purchase history. Small personal touches like this can lead to customers coming back to your site for additional purchases.
Master customer service
If your business doesn’t have good customer service, the odds of a customer coming back for another purchase are slim. Customers want to know that if they have a problem, question or concern they can get a crisp answer that’s relevant to their problem.
You can improve your customer service in several ways. A popular method is using chatbots to communicate with customers around the clock. This form of automation will help you improve and track every customer’s experience while freeing up the time for your old customer service employees to work on another aspect of the company.
If you find yourself in the group of business owners who don’t like chatbots, there’s nothing to fear. You can use your traditional customer service line as well as a neat and organized simple contact page so customers can easily voice their concerns or ask any questions.
Create an incentive for return visits
Retaining customers through incentives is one of the oldest tricks in the book. You may remember when your local Mcdonald’s or Starbucks offered the stamps that scored you a free coffee after six purchases. Now, much of that process has migrated to the mobile app, but the principle is exactly the same.
Think about Dave and Buster’s rewards points – which you can only spend at D&B’s. If a customer has credit in their account, they are likely to come back to your website in order to capitalize on their free points.
On a similar note, you could also create a membership area of your website that is constantly getting new products or exclusive offers. This incentive could encourage people to sign up for your email list and come back for more purchases. It’s a win-win situation.
The bottom line
Improving your retention rate is not an overnight process. There is going to be plenty of trial and error before you’re able to master the art of keeping a customer around after they have invested in your product or service. If you combine master customer service with personalization and incentives, you’ll be able to build your customer retention in no time.