According to Kissmetrics, returning visitors dramatically outperform new visitors, spending over 100% longer on websites and viewing more pages. Most importantly, these return visitors are more likely to convert than new visitors.
Despite this, many companies focus most of their efforts on acquiring new users, rather than retaining existing ones. As a result, they are missing out on potentially higher engagement and sales opportunities from repeat visitors.
So what can you do to prevent this? There are many successful approaches to increasing your efforts to retain visitors and an effective visitor retention strategy, coupled with a new visitor outreach one, will yield the best results when it comes to conversions.
In this video article our Director of Marketing, Dilya Abushayeva, sums up 3 top tips to help you increase repeat visitors and to take advantage of this opportunity gap to increase your overall conversions and sales.
Our first tip is to implement a gamification system on your website. One way to do this is through a point accumulation program, offering visitors points that they can later redeem, for example by getting a special offer or a discount on an online order.
Visitors could accumulate points in a number of ways, such as by liking you on social media, sharing your content, participating in Q&A sessions or giving you product or event reviews.
By providing gamification to your customers, not only will you increase return visitor rates, but you will also give visitors a sense of importance, encouraging them to make even more purchases on your site.
Just because a visitor left your site doesn’t mean their experience of your site should be over. Through remarketing, you can specifically target website visitors and encourage them to return to your site, that easy!
Remarketing is essentially a form of advertising that takes note of what users have visited your site and what products they have looked at. As users continue to browse other sites, ads for these particular products pop up on their browsers, serving as reminders that they didn’t make a purchase. This helps you remain in your visitors’ consciousness and encourages them to return and complete their purchase.
A remarketing campaign can be highly effective because it allows you to remain in front of your audience for an extended period of time, rather than just while they are on your site.
Remarketing ads allow you to simply promote particular products, but they also give you the opportunity to offer your customers something new and exciting: for example, a discount to a special event. Being creative with your ads and offering visitors something different from your competitors will be the most effective way to encourage them to return to your site.
Finally, there is nothing visitors love more than being rewarded and, similarly to the gamification approach we mentioned above, a good way of doing this is to simply offer them special deals. One way to do this is via email, focusing on visitors who created an account or provided an email address.
Sending your visitors special deals via email is also a great opportunity to let them know about new products and services and keeping them updated about what’s happening on your site, whether it’s a special event or a temporary offer.
If users are able to redeem special offers directly from their email inbox, the likelihood that they will make a purchase will dramatically increase. However, try and make these emails as interesting and engaging as possible and don’t send them too often to prevent users from unsubscribing.
We hope you found these tips useful and that they’ll help you motivate your visitors to keep returning to your site and, hopefully, make a purchase. Do you have any other tips for increasing repeat visitors? Let us know in the comments!
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