Converting browsers into customers is a triumph in itself. But converting one-time customers to repeat customers is a step further. To ensure that your customers keep coming back for more—and with new shoppers or referrals to boot—here are aspects of the business you need to keep a keen eye on:
Effective Returns Management
Returns are unavoidable in any retail business. A partnering logistics company may have jostled a package one time too many, or a mix-up at the warehouse may have jumbled a request. Whatever the problem is, it’s your responsibility to ensure that the process of returning the defective or wrong item and sending a replacement is a pain-free process on your customers’ behalf.
Training your employees to handle requests for returns is crucial. When they receive a support ticket from a customer asking for a return, they need to act fast. A returns management platform that responds to the customers’ needs and that of your employees can expedite the process and avoid further disruption in your customer’s shopping experience.
Responsive Product Search
One brilliant way to lure in and retain customers is to have an easy-to-navigate website. A crucial component of such a website is a responsive search engine that allows customers to find what they need with just a few clicks. The same search engine must also allow for advanced searches that can refine results to the point that customers can find a truly bespoke option for whatever product they’re looking for.
Based on customers’ expectations and needs, they’re either looking for a specific product, browsing for new things, or they have a vague idea of what they want but require help. Your site’s search engine must accommodate the needs of all three customer types, and more. Simple options such as filtering results by price, brand, color, and size are good enough but can be refined further for more specific results.
Know Your Customers
In relation to the point above, not knowing who uses your website regularly is a huge mistake. If you don’t know who looks for your products or services, then how can you make the site more appealing to them? At the same time, setting ideas on your ideal demographic will help in planning your website.
Market research and analysis of data from website traffic will help you immensely in determining your target audience. Asking customers directly through secure, anonymous surveys may also help. A deep market analysis can help you determine if your target audience truly need your product, your message is communicated well, and your company’s next marketing strategy is solid.
Good Ol’ Customer Service
Customer service can make or break an e-commerce site. Sites with poor customer service—rude respondents, neglected messages, unhelpful advice—can turn customers away fast. Good customer service means being there for your customers’ needs every step of the way and offering the correct advice for their situation.
The best way to attract and retain customers is to offer a great service on top of a top-notch inventory. Some customers may also want an e-commerce platform that offers unique products or an easier and intuitive shopfront. Experiment with your website and storefront using data to ensure that even your worst experiments can yield great results.