|
|
|
|
You need to provide changing content on your web site to encourage your customers to return and exhibit greater loyalty to you so you achieve higher levels of customer retention. Often poor loyalty values are more the result of poor communication than poor products or service delivery. When you update your web site it is wise to notify your customers that you are doing this - better they hear from you than from your competitors who interpret the changes you are making as suits them - more.
Reward customer loyalty – loyalty shown through re-visiting your web site must be rewarded. And there are a variety of ways doing this:-
Offer incentives and rewards – gift vouchers, discounts, money-off, special-pricing, bonuses or gifts for ordering through your web site – with the associated low transaction costs.
But measure the performance of these very carefully - measuring marketing.
Provide information of high value – perhaps even in a customer-only area of your web site. Keeping your customers up to speed with developments ensures that you remain their trusted supplier!
Use the web to enable your customers to manage their own account with your business. Depending on your line of business, using the web site as an account management tool enhances your customers' loyalty and buy-in.
Create a club and membership – but bear in mind that your customer has to gain something worthwhile from this exercise – 'belonging' is no longer enough.
In addition to developing your web site, a very effective tool to build loyalty is an email programme or emailed newsletters – sometimes called e-zines - email marketing.
Search engine marketing is vital to finding new customers – because they are already looking for you! It's just you might not be appearing to them – maybe your competitors are. Increasingly buyers – especially business-buyers, do their research on the web before they pick up the phone (and the majority do still prefer to pick up a phone) - search engine marketing.
| © 2008 WebCertain Europe Ltd Search Language Hub, Northminster Business Park, Poppleton, York YO26 6QW tel: +44 19 04 78 00 30 |
VAT number: 755 9844 73 WebCertain Europe is a company registered in England and Wales with company number 04140825 |
| privacy policy | copyright policy |
 |
