7 Ways to Get Your Ecommerce Customers to Buy Again...and Again - Forum.web.com
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7 Ways to Get Your Ecommerce Customers to Buy Again…and Again
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Attracting new customers to your ecommerce site is important, of course. But many small business owners forget an equally important—and potentially more profitable—approach: getting existing customers to buy more and buy more often.

Increasing spending by your existing customers is a smart marketing move. First, it typically costs less and is easier to re-engage an existing customer than to attract a new one. In addition, existing customers are more valuable than new ones, as a study by RJ Metrics shows.

The study reports that over time, the top 1 percent of an ecommerce retailer’s customers typically spend as much as the bottom 50 percent. The average online order value placed by the bottom 90 percent of shoppers is $54, RJMetrics says. In contrast, a loyal customer in the top 10 percent spends an average of $163 per order, while a customer in the top 1 percent spends an average of $267 per order—five times as much as the bottom 50 percent.

How can you get existing customers to buy more and more often? Try these tactics:

  1. Use existing customer data to personalize and target your marketing outreach. Send customers emails based on their past purchasing history. For example, if you notice a customer typically buys children’s clothing during the back-to-school season, target her early in the season with special offers and discounts. Or if you notice a customer always buys swimsuits, target her with those offers.
  2. Cross-sell and upsell. Use technology that displays related products in the sidebar based on a customer’s browsing history and/or the product he or she is currently viewing. At checkout, suggest last-minute related purchases that might complement what the customer is buying.
  3. Offer better customer service. Add-ons such as gift wrap, express delivery and other “extras” that you can charge for provide a better shopping experience for customers…and a better revenue stream for you.
  4. Use time-limited offers to draw customers back. For instance, if someone spends $50, give them a $10 gift certificate but require them to use it in the next 2 weeks.
  5. Develop loyalty and rewards programs that reward existing customers with discounts, free gifts or special offers when they buy more or more often.
  6. Base discounts on purchasing level. For instance, you might offer $10 off a $50 purchase, $20 off a $75 purchase and $30 off a $100 purchase. Or offer free shipping, but only after a certain purchasing level is reached.
  7. Make it as simple as possible to return or exchange purchases. When customers know they won’t have to go through a hassle to get their money back, they’re more likely to place larger orders. For example, offer free return shipping or the ability to return products purchased online in-store.

Let Web.com create an ecommerce site that works for your business. 

Rieva Lesonsky

Rieva Lesonsky

Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at rieva@smallbizdaily.com, follow her on Google+ and Twitter.com/Rieva, and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.
Rieva Lesonsky

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