Your consumers may not be in holiday mode just yet, but retailers should be, In case you didn’t know, Christmas is around the corner. If that’s not enough, the John Lewis advert has been released, and that spells Christmas. With that in mind, you need to hold onto those prospects that have converted into customers. To keep them coming back for more (especially during the holidays), we are sharing our top tips to improve engagement and returning visitors.
Our Top Tips to Increase Returning Visitors to your Site
Once you’ve turned prospects into consumers, you need to keep them. We are rounding up our top digital marketing tools and techniques to ensure brand loyalty.
Email is one of the most common digital marketing tools and techniques, allowing you to communicate one-on-one with your targeted audience. You can keep them engaged via a variety of methods, and alert them to your Christmas offers and services.
Repurchase Reminder Email
Repurchase reminder emails are a marketing strategy that is often misused. Rather than emailing your prospects within a few days of their purchase, leaving them with no reason to respond, allow for more time to pass before sending your repurchase reminders. Should your repeat purchase numbers not be as high as you would like, this is a fantastic tool to provide a reason to revisit for those lost consumers. An example of an excellent repurchase reminder is that of Sephora. For customers who had purchased foundation, Sephora analysed when they may need to restock and, subsequently, sent out reminder emails to do so. You could also go down the route of the ‘We Miss You’ emails. This type of email marketing can be tailored to the bargain hunter, with an offer or discount available to entice the consumers.
At Christmas, we don’t mind emails. Prospects are, typically, in a generous mood during the holidays, so take advantage. Use your company newsletter to highlight special offers at Christmas, brand-new content to your site (blog posts etc.) and events you may be hosting throughout the season. However, do not send several emails at once, but stick to a schedule to ensure you don’t spam your consumers. You don’t want them to unsubscribe, so stick to one, possibly two, newsletters a month showcasing your offers. Consider an exclusive offer for your newsletter, as a reward for those prospects subscribing. Everyone loves a freebie…
Content marketing is key to attracting visitors to your site, improving traffic and highlighting your best products and services. Offering new content keeps your site fresh and up to date.
There’s nothing worse than a site that doesn’t update its content, or even attempt to keep up with the trends. Ensure you highlight your best products and services with good content marketing. In the long term, you’ll see huge benefits from updating your content, as you expand your search terms and rank for more keywords. Regular posts will also encourage returning visitors, as they know what they’re seeing is new and beneficial to their buying needs and habits.
Once you have produced content, you must share it. Don’t share it once and relegate it to the back of the pile, but keep on sharing. You don’t put all of that time and effort into producing the content for it to be forgotten about. It’s also worthwhile to keep an eye on the most popular content with Google Analytics, and resurface the ones that show consistently good traffic.
This is where social media marketing comes into play. Get a social media calendar together for Christmas, and plan when and where you will share your content. Remember each social platform is different, so tailor your content to the particular place you are distributing your content.
How easy it is to use your website is one of the biggest factors when it comes to returning visitors. A good user experience influences how much time your consumers spend on your website, whether they stay on your site and if they come back.
Clear and Fast
Today, a simple, clean and easy to use website design is expected. The design must be easy to use and clear for your consumers to navigate. Forget hard to read font and outrageous designs, and produce well-thought-out calls-to-action to encourage your visitors to browse your site. Ensure your site is rich in useful images, content and videos, but remember to keep an eye on your site speed. If a page takes too long to load, it’s likely your consumers will go elsewhere.
Compatible on Mobile Devices
It’s not enough to have a well-designed desktop site; you have to consider mobile. Mobile marketing is the future of digital marketing, with Google stating that 61% of users are unlikely to return to a mobile site they had trouble accessing. The number one rule of today is to have a mobile-friendly site, as most users will access your website on their smartphone. If your design is not compatible with mobile, take the time before Christmas to work on your web design. If not, you’ll lose out to your competitors, and it’s unlikely you’ll see returning visitors.
Customised Landing Pages
Customised landing pages encourage returning visitors, and tie-in nicely with your newsletter. A personalised website design improves user experience and increase engagement by showcasing goods the customers have previously bought, or may be interested in. Alternatively, if you run a seasonal digital marketing campaign, create a specific landing page for that to analyse and drive traffic.
We can’t forget social media when it comes to the digital marketing tools and techniques for returning visitors. Facebook remarketing is simple to understand: someone visits your site, interacts with your brand, they’re tracked via the Facebook Pixel and when they’re scrolling through your feed, your ad pops up to remind them of your business.
Very similar to Facebook Retargeting, remarketing uses a snippet of code to track people on your site. These people can be categorised into segments depending on which pages of your site they’ve visited, how they interact with the content, their gender and other demographical information. You can then create bespoke ads and distribute them via the Google Display Network – also known AdChoices.
Specific Landing Pages
Once people have been on your website, you know they are familiar with your brand, and they may have seen a possible product that interested them in the first place. With this information, you can create specific landing page Facebook ads that are highly relevant to those past visitors, thus encouraging returning visitors to your site.
You can remarket to your blog readers, turning them into returning readers, along with past purchasers by highlighting ‘products they may like’. Newsletter subscribers and customers that almost completed their purchase are also prospects you should be considering with Facebook remarketing. For more information on remarketing, get in touch with one of our team today to discuss how to get your customers back in time for Christmas.