Customer Retention: 7 Strategies to Keep your Audience Engaged
In the dynamic world of e-commerce, attracting customers is only half the battle. The real challenge (and financial benefit) lies in retaining them.
Customer retention is the lifeblood of your e-commerce brand, and to succeed in this competitive space, you need a robust set of strategies to keep your audience engaged and coming back time and time again.
In this blog post, we’ll explore seven effective strategies for customer retention, with a focus on how services like email marketing, website optimization, social media, UGC, and quality content can play a pivotal role.
1. Seamless UX Experience
A well-designed website is the cornerstone of any successful e-commerce business. Having a knowledgeable shopify site developer that understands how to create a seamless and user-friendly online shopping experience is critical.
Ensure that the website is responsive, loads quickly, and has a visually appealing design. Implement features like one-click ordering and easy navigation to make the buying process effortless for customers. A smooth shopping experience encourages repeat purchases.
For any brand with a consumable product, it’s important to implement a subscription component. Take it one step further by implementing bundles or build-a-box solutions.
Our team at Slicebright is familiar with best practices and can guide you to the right plug-ins, pricing, and implementation.
2. Formula to Success on Social Media
If you look at top brands, you’ll notice that they seem to have uncovered some secret formula to success on social media.
Truth be told – there is a secret formula. Okay, not secret per say but there is a formula that guides the content of top brands, that drives the greatest amount of engagement, and we have developed our social media program around that formula.
At Slicebright, one of our core philosophies is to iterate on what’s already being done well in the industry to create something truly innovative and new for our clients.
We have a swipe file of the top performing graphics, social videos, and product images in the industry and we work off of them regularly to create content that is purposeful, engaging and informative.
Ultimately, social media is a tool to educate your audience and nudge them through the sales funnel to purchase. Make sure your content is in alignment with this end goal.
3. Harness User Generated Content
Customers trust other customers. Leverage user-generated content (UGC) to build credibility and engage your audience.
Encourage customers to share their experiences with your products on social media using your branded hashtag. Display UGC on your website and across social media channels to demonstrate the authenticity and value of your offerings.
UGC is an incredibly powerful tool in creating a connection with your audience. However, before spending any of your brand’s nest egg on UGC, make sure you have a winning content formula.
What do we mean by that? The structure of a social video, for example, makes all the difference. Does it have an engaging hook? Has the hook (or a variation of it) been battle tested by other brands? Does the video then go on to define the target audience and share benefits and features? Is there a CTA?
Content for content’s sake only works in vary narrow situations. Make the most of your marketing dollars by creating clear scopes for your creatives. They will appreciate it too.
If you’re struggling to put together consistent content each month, check out our Content Club. With three plans starting at under $1K/month, we find it to be a beneficial solution for many brands.
4. Send Actionable, Personable Emails
In the D2C space, your email list is often seen as digital gold.
The ability to land in someone’s inbox at any time – whenever you choose – can not be taken lightly. Approaching your email marketing strategy in the right way can keep your deliverability high, your unsub rate low, and your click-through-rate up!
Especially if you are a small to midsize brand, share content that is more intimate in nature. Did your brand recently become B-Corp certified? What does that mean to you? Did you win an award, go to an event, host a launch party, reveal a new flavor? Share it.
Consider interactive options too. One of our favorite strategies is to include a survey to vote on the next flavor your brand will be launching. It doesn’t really matter if your next launch is 1 month out, or a year out – a segment of your audience will appreciate the option to get involved.
Looking to level up your email marketing but not sure if your team has the skill set or bandwidth? We offer two email marketing packages – 4 or 8 emails per month – all handled with minimal effort from you! Book a call today to discuss next steps.
5. Implement a Loyalty Program
Implementing a successful loyalty program in your e-commerce brand involves concrete strategies and learning from successful examples.
Take inspiration from brands like Sephora and Amazon Prime. Sephora’s Beauty Insider program offers points (e.g., 1 point per $1 spent) that can be redeemed for products, with higher tiers (VIB and Rouge) granting extra perks like early access to products and exclusive events.
Consider a similar point-based system with attractive tiers and clear benefits to encourage repeat purchases.
Loyalty programs can be a fabulous way to foster a sense of community and engagement. They encourage customers to refer friends, write reviews, or share their experiences on social media to earn additional rewards.
6. Share Product Recommendations
Utilize algorithms to suggest related or complementary products to customers based on their browsing and purchase history. These algorithms can generate tailored product recommendations based on their past purchases, viewed items, and browsing patterns.
Implement recommendation widgets prominently on your website, suggesting related or complementary products on product pages, checkout pages, or through personalized email campaigns.
To go one step further, experiment with different recommendation techniques, such as collaborative filtering, content-based filtering or hybrid approaches, to fine-tune the accuracy and relevance of the recommendations.
7. Play with Gamification
See what we did there?
Gamification is the act of incorporating gamified elements like contests, quizzes or rewards for completing certain actions, encouraging customer participation and interaction.
Even smaller or independent brands can implement gamification. For example, Leesa, a mattress company, incorporated gamification through their “Dream Shop” initiative. Customers were encouraged to take a quiz that helps them find their ideal mattress based on their preferences and sleep habits, creating an engaging and personalized shopping experience.
Another example is Yumi – a baby food subscription service. Yumi uses gamification by offering a “Flavor School” where parents can learn about the different ingredients used in their products through playful and interactive content.
Regardless of which strategies you implement, ensure that your e-commerce brand is staying consistently engaged and top of mind with your consumers by building in this goal to your quarterly plan and tracking against it in your marketing meetings.
Book a call with us today to discuss how we can help you leverage the above strategies.