Visitor retention is an important metric, seeing as how a lot of visitors don’t actually become customers right away but have to undergo several stages prior to this. According to the rule of seven, one has to visit a certain brand at least seven times before they decide to do business with it. In other words, you shouldn’t get discouraged by those who visit your e-store and leave without buying or come to your website and leave without interacting with you. Speaking of which, there are many different ways to boost visitor retention on your website, and here are five of them.
1. Average order value
The first thing you need to understand is the fact that the higher the average order value gets, the more research your audience will have to invest in order to make the leap. This is one of the simplest calculations to make, due to the fact that all you have to do is take your total revenue and divide it by the number of placed orders. All of this, however, is just means to an end and what you’re truly aiming for is the customer value. The total customer value is calculated by multiplying a purchase frequency by an average order value. Keep in mind, nonetheless that, depending on the industry, boosting one or the other may seem like a better idea.
2. Customer assistance
In this day and age, the majority of internet users prefer to do some independent research of their own, which doesn’t mean that they don’t put a value on some proactive help on your side.
First of all, your product descriptions are a perfect example of just how non-invasive customer assistance can be. Second, by consistently providing a good service, you’ll be seen as practical and assertive, which will persuade more and more of your audience to stick around. Lastly, by ensuring that the interactions with your audience are fast (via chatbots or automated instant email responses) you’ll be strongly favored by them.
3. Using the right digital marketing technique
The next thing you need to understand is the fact that the way in which your customers reach your page matters a lot. This is why you need to ensure you reach every demographic in the most suitable way, as well as that you make your brand omnipresent in the digital environment.
Of course, you need to avoid black-hat techniques at all costs. Be transparent, as it’s better for your audience not to click on the link than to enter your domain and leave immediately after. This will increase your bounce rate, which is exactly opposite to what we’re trying to achieve at the moment. To make the long story short, using the right type of marketing at the right time is just as important as the content itself.
4. Visitor follow-up
By monitoring the activity of a person on your website, you can easily notice what they’re interested in. So, if they leave without making a purchase, you could target them and make an offer similar to the one they have previously considered. For instance, giving them 25 percent off on an item that they were previously looking at on your page might just make them come back for a purchase. Also, offering them products from a similar category could entice them to come back and give your e-store a second chance. This also helps to customize and personalize a buyer’s experience to a certain degree, which then again helps establish a special bond between them and your brand.
5. A recommendation engine
The last thing you need to understand is the fact that in the digital world no one is exclusive to one blog, one vlog, one e-store, and one online phenomenon. It’s not like the traditional business world competition, where if a person buys from your competitors, they won’t buy from you. On the contrary, a person interested in your industry might be on the lookout for more of similar content, items, and offers. This is why finding a way to get recommended to someone may increase your chances of getting a loyal visitor. After all, the visitors you reach in this way are mostly qualified leads.
At the very end, you need to understand that boosting visitor retention on your website is a continuous goal and one worth devoting your entire career to. Return customers generate 40 percent of your entire profit, while the most devoted ones even go as far as to become brand ambassadors. In other words, you have so much to gain that virtually no amount of effort invested can be seen as a waste of resources.