When a new online store is born, the owner is overwhelmed by statistics, data, web analytics, image optimization, SEO, social media and endless figures and percentages. Perhaps the number that worries new eCommerce owners most (and a lot) is the new visits reaching the store. They probably won’t match initial expectations, but that doesn’t have to be negative if you look at and track the store’s data as a whole.
After months of analysis, a new, as-yet-unresolved concern arises: the number of returning visitors to the store. But very few people ask and answer the question: why do they come back? Or why don’t they?
Starting from the premise that eCommerce customers tend to be “unfaithful”, comparing and searching competitors for the best price, it is still true that you can build customer loyalty just as offline stores would, and do.
To start, it is important to surround yourself with online industry professionals and experts to lay the foundations of a good communication and marketing strategy. Analyzing the sector and its prices will give us an overall idea of what to do before embarking on the adventure of creating an online store.
To make this adventure an enjoyable one, with the online store up and running, now comes the hard part: attracting visitors and, harder still, getting them to come back to our site to buy.
According to several studies, price is the main reason users arrive and buy, but to make them come back you need a good branding strategy that adds that unique differentiating factor, so that users or buyers recommend us and return to our online store, setting aside competitors who are just a click away.
Just as physical stores build loyalty through personal service and promotions, online stores must do the same with the tools the online channel offers. Here are the steps to follow:
- An attractive, functional design for the store, with quality products at competitive prices.
- Build your brand’s visibility through SEO/SEM/SMO. Social media is a good channel for launching promotions and raising brand awareness, but watch out for constant giveaways: users will come but won’t buy if you give your product away every other day.
- Reliable, distinctive logistics. If your shipping is fast and efficient, users will remember their purchase experience and value it over the competition.
- Let them remember you for your standout service. Listen to your customers and offer them a different shopping experience.
- Collect your customers’ details so you can stay in touch, and listen to their complaints, comments and suggestions.
Enjoy your online store and don’t miss the chance to make yourself known.
And you, do you know why your visitors don’t come back?
photo credit: alles-schlumpf via photopin cc
