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Tired of constantly looking for clients? Life is a lot easier when you make your current customers so satisfied that they keep coming back.
It is more affordable to retain existing customers than to acquire new ones all the time.
That sounds wonderful — after all, who doesn't want to save money like that?
Furthermore, the probability of making a sale to an existing customer is 70% , while the probability of selling to a new customer is only 5%.
To take advantage of those customers who have made a purchase, let's take a look at the 7 best retention strategies to take your online sales one step further.
Implement a loyalty program
Millennials are highly likely to form the core of your audience. One of the things they want is for you to provide them with a loyalty program, with 68% of loyalty churn occurring if a brand did not offer a loyalty program.
Many small online retail businesses offer loyalty programs that reward customers for repeat purchases. For example, if a customer makes 5 different purchases, you can offer them a discount on their next purchase.
Buy One Get One Free strategies usually don't work in the online retail world because they can easily bankrupt you. Instead, you might offer free shipping after the customer has spent enough points in your loyalty program or offer a store voucher. Both of these strategies can make the customer feel good about your store. By rewarding them in this way you are encouraging them to come back.
Loyalty programs are super easy to implement too. If you have a Shopify store, you can download their loyalty app .
Here are some types of loyalty programs you can implement:
The Points System : Perhaps the most basic and popular among online retailers, the points system is very simple and effective. It works like this: every time a customer makes a purchase, they earn a set of points. Larger purchases earn more points than smaller purchases. For example, $10 earns a single point, while $50 is worth 5 points. The easier your points scheme is, the more appealing it will be to customers. After all, who wants to spend time adding numbers?
The Tier System: Essentially, the more loyal someone is to your company, the bigger the reward. Long-time Members really benefit from this because the rewards get bigger as time goes on. You could, for example, offer four tiers that customers can unlock after earning a certain amount of points. Each tier means a bigger and better reward.
Refer a Friend : A large number of customers use programs that reward any customer who refers a friend. Lyft, for example, offers a $10 bonus to any driver who refers a passenger.
Multiple Visit Loyalty Rewards : This loyalty program is popular in the entertainment industry, as well as travel and food service. The more people visit or spend with you, the more you 'earn'.
Find ways to encourage customers to make a second purchase
According to research, a customer is not more loyal or easier to sell to after nine or 10 purchases. In fact, it is easier to sell to a customer after just three purchases . In fact, research shows that purchases increase by 27% after the third order.
This means that you need to work hard and put in the effort right away to get each customer to make a second purchase. Once they have made that crucial second purchase, they are almost yours.
To encourage a second purchase, you should remove all barriers with a “welcome” email. Instead of sending a generic thank you email, go a step further with a personalized welcome email that makes the customer feel sincerely appreciated. Also include a limited-time offer for their next purchases. This creates a sense of urgency and may be enough to hook them into that second purchase.
Here are some other ways to boost that crucial second purchase:
1 ) Make sure they are aware of the existence of your loyalty program
If you have a loyalty program, stop hiding it. Make sure new customers are immediately aware of its availability. Show them that the purchase they just made involves earning a certain number of points that, over time, will lead to free products.
Use a pop-up ad to raise awareness about your loyalty program. For example, as someone is about to make a purchase, you can show them that they will receive 100 loyalty points if they refer a friend.
Catch them!
2) Reward Customer Reviews
Customer reviews are always good because they show us what we can improve. It shows us what customers want and helps us retain new customers. The thing is, most customers are willing to leave a review.
To encourage reviews and thus give your customers more of what they want (which in itself encourages repeat purchases), you could offer a coupon in exchange for the review.
3) Recommend Other Products in the Order Confirmation Email
Your checkout emails are a great opportunity to keep customers coming back to your store. Instead of just listing the items they've purchased, consider adding recommendations for relevant, related products they might want to check out. This is similar to the tactic used with Amazon Customers, who buy one item and then buy…another. It's a very effective way to lead people to the next step.
Build relationships
You’ve probably heard that building relationships with your customers is a big deal in 2019. The hard sell tactic is out — at least in the world of online selling — and instead, people want to trade.
Plus, they'd like to establish a connection with you.
Of course, building relationships with customers can take time. We know that. But there are simpler ways to do this:
1) Show Them Your Appreciation
Why not reward 20% of your best customers — those who are responsible for the majority of your purchases — with a personalized gift card or thank you email every month? At Nightwatch , for example, we send Slovenian artisanal chocolate to users who helped us improve our app thanks to their reviews. This promotes goodwill and positive feelings towards your business, as well as customer retention.
It's easy to do, too. Simply use an app like TouchCard to send highly personalized phrases that will help you stand out from your rivals.
2) Generate Value
Everywhere you look — in any industry — companies are generating a ton of profits for their customers. They seem to be giving more than they are getting.
When you create added value, you are also expressing a feeling of goodwill. People will see that you are bringing added value to them and will start thinking positively about your brand. Over time, this goodwill and positivity can lead to loyalty.
The easiest way to generate added value for your customers is to offer lots of educational material. What can you teach them about your niche for free? What content can you create that would make a positive difference in their lives?
Added value is basically about giving more without charging for it. If the customer is aware that he can take more from you than you would, this will encourage loyalty.
3) Listen to your customers
Ask for feedback — then listen to and act on it.
Whether good or bad, customer reviews help improve products and service. You don't know what your customers really want until they tell you.
As well as encouraging direct feedback, listen to what customers are saying on social media. Join in on conversations, engage with people and answer questions.
If you decide to respond to negative reviews or criticism, make sure you respond appropriately. Don't get angry and be friendly, empathize with them and show them that you are doing everything you can to improve your service.
Personalize the shopping experience
Imagine if you knew exactly what a customer wanted from you — what products they wanted to buy, what content they wanted to consume — you'd be well on your way to retaining more customers.
69% of customers want a personalized shopping experience. This means they want an experience that is tailored specifically to them, their needs and desires.
Amazon does this. Every time someone makes a purchase, Amazon remembers their history and offers them related products.
Personalization — which you can do by checking and understanding your data before creating segmented audiences — improves engagement and sales, and because it involves giving customers more of what they want and less of what they don’t want, it can also boost retention.
Prevent order abandonment
Abandoned purchase orders are really detrimental because every time someone abandons them, you're losing the opportunity to convert them into a long-term customer. They were almost at the home stretch and suddenly, they're gone.
Lo que sucede con las órdenes de pedido es que siempre hay una razón por la que los clientes no completan sus procesos de compra. Según los datos, el 56% de los clientes abandonan sus ordenes debido a costes inesperados, tales como gastos de envío extras, mientras que el 25% abandona sus órdenes debido a una pésima experiencia de navegación dentro de la web.
El 21%, por otro lado, cree que el proceso es demasiado largo, mientras que el 17% no confía en el mismo.
Para mejorar en estas situaciones, en lo que respecta a su propia tienda, es importante que elimine todos los costes ocultos. Haga que su web sea lo más fácil de usar posible y agregue un certificado SSL válido a su tienda para aumentar la confianza en ella.
Aquí presentamos otras maneras de prevenir el abandono de ordenes de pedido:
1) Use Emails para el abandono de pedidos
Si ya ha obtenido su dirección de email, debería enviarles un email instantáneo tan pronto como abandonen su orden de pedido. Puede configurar un email automático para ello a través de su función de respuesta automática.
Luego, si el cliente no ha vuelto a su orden de pedido, prosiga con un segundo email 24 horas más tarde.
Muéstreles los artículos e incluya una llamada a la acción para que les dirija de vuelta a su sitio web.
2) Comuníquese Personalmente
Las respuestas automáticas pueden funcionar, pero si no está teniendo suerte, quizá sea debido a que sus emails sean un poco impersonales.
Si es así, considere tomarse el tiempo necesario para comunicarse personalmente con los clientes que abandonaron la orden de pedido. Pregúnteles si puede resultarle de ayuda de alguna forma y consúlteles sobre cuál fue el motivo. Cualquier comentario que reciba será de un valor incalculable ya que estas indican exactamente la razón por la cual sus clientes están abandonando su órdenes de pedidos.
3) Eche un Vistazo a Su Proceso de Compra
Puede ser que alguna etapa en el proceso de ventas básicamente sea lo que está confundiendo a la gente.
Eche un vistazo a sus analíticas para ver que es lo que está frenando el flujo de conversiones y luego rectifíquelo para ver si funciona.
Implemente notificaciones emergentes web que sigan un propósito
Las notificaciones emergentes web son una gran manera de reenganchar a los clientes porque estas son enviadas directamente a los clientes que han optado libremente por permitir el envío de las mismas. Esto quiere decir que cualquier cliente que reciba notificaciones emergentes, de hecho, desea que le sean enviadas.
Estas son grandes noticias, y todo lo que tiene que hacer es pedirle inicialmente su permiso para enviarles notificaciones emergentes, antes de segmentar a sus suscriptores (puede usar una herramienta como VWO Engage) y luego usar sus notificaciones para que sean más conscientes acerca de sus productos y aquellos descuentos en los que sabe que estarán interesados.
Ofrezca una asistencia al cliente excepcional
Por último, un mayor retención de clientes puede ser tan fácil como darle un impulso a su servicio de atención.
Como estos han demostrado, los clientes son 4 veces más propensos a cambiarse a la competencia si la atención al cliente es pésima.
La cosa es que mejorar su atención al cliente no es difícil en absoluto, pero es probable que tenga que darle una o dos vueltas. En primer lugar, empiece a ofrecer asistencia multicanal para que los clientes puedan contactarle siempre que quieran. Implemente chatbots para que los clientes puedan obtener respuesta a sus consultas de manera super rápida. Monitoree sus perfiles de redes sociales, especialmente Twitter, en donde los clientes expresan más sus preocupaciones. No deje esas preocupaciones sin respuesta contacte con la gente tan pronto como le sea posible.
En definitiva, la retención de los clientes requiere un esfuerzo por su parte, pero debido a que esto le ahorra mucho dinero a la larga a la vez que incrementa los ingresos, merece la pena ahora hacer el esfuerzo. Presente un programa de fidelización efectivo, cierre todas esas segundas compras cruciales y trabaje duro en la personalización de la experiencia de cliente.
Y no se olvide de esas órdenes de pedidos abandonadas — Son importantes.
Aljaz Fakhmut
Autor de la publicación de invitado Aña
Aljaz Fajmut
Aljaz Fajmut is a digital marketer, internet entrepreneur, and the founder of and Nightwatch— a search visibility tool of the next generation.
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Daniel Pison
Daniel Pison
Daniel is responsible for the marketing and communication strategy at LiveAgent. He is a member of the inner product circle and company topmanagement. During his previous professional career, he held various managerial positions in the field of marketing and client communication. Daniel is one of the experts on AI and its integration into the customer service environment.
More articles by Daniel Pison
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