There is a common misconception among internet marketers and website owners that big numbers mean success. In some people’s eyes, a website that is gaining 10,000 visits per month has to be a resounding success – but that’s not always so.
If 9,950 of those visitors are ‘bouncing’ (i.e. landing on the page and then quickly navigating away) or even dwelling slightly longer but not buying, then the campaign starts to look not quite so good.
Compare this to a site where only 1,000 visitors arrive each month, but out of those visitors 50 per cent go on to buy, it is clear which website is employing the most effective SEO and marketing strategies. If you haven’t hear of Pareto’s Principle, then check it out here, because it makes a good deal of sense.
The principle states that by doing 20 per cent of a job, you can enjoy 80 per cent of the benefits. In business terms this is widely interpreted as 80 per cent of your sales come from 20 per cent of your customers; and in most cases this rings very true.
How to keep customers coming back
When we think about increasing website traffic, it can be all too easy to get hung up on attracting brand new customers and to neglect those all-important returning visitors. Think about how much time and energy is spent on SEO, content marketing, social networking and other new business activities. Do you spend as much on customer retention?
Here are a few strategies you can employ to ensure your customers keep coming back to your business:
1. Build relationships:
- Send an email of thanks when they order, check in with them after they’ve ordered to make sure they’re happy with everything, and if they place a big order, throw in a bit extra for free, or offer a discount as a way of saying thank you.
2. Give them a reason:
Using intelligent CRM software you’ll be able to analyse what customers have bought, and offer them discounts on the things you like. If you are introducing a new product to your range, use your CRM to find out who is most likely to order it and offer it to these people at a lower price.
3. Make sure they’re happy:
- If your customer did not get a good service from you the first time they used you, you’re going to have a tough time getting them to come back at all. Make sure you have a good customer service strategy in place, with opportunities for the customer to feedback and for your team to resolve any issues.
4. Keep it fresh:
- If your customers have reasons to visit your site other than for buying, chances are they will visit more often and give you more opportunity to stay in touch with them. Add a useful blog, a news page or other regularly updated content so your customers feel they will get something out of visiting, even when they don’t need to buy.
5. Be better than your competitor:
- This doesn’t always mean ‘be cheaper’; research has proven customers are willing to pay more for better service. If you can squeeze those margins to be a few pennies cheaper, then this will always be a plus – but make sure you keep up with new products and services and that your customer care remains second to none.