Suppose you own a coffee house. Would you be happy with customers visiting you only once, never to return? We are certain you replied in the negative. Now that you indicated that you would like your patrons to return, wouldn’t you love for them to be loyal to your coffee house — that they prefer enjoying a cup of coffee at no other cafe but yours? This time, we are sure you replied in the affirmative. But do you know what would be even better? That your customers love your cafe so much that they sing its praises to others. This word-of-mouth reference from customers who willingly have turned brand advocates will earn you more business.
For any business, there are one-time customers, repeat customers, brand loyalists, and finally, brand advocates. Be it an online business or offline, getting customers to visit again and make a purchase more than once is what every businessperson desires. Whether your business website involves e-commerce or not, you definitely would want your target audience to come back to your website again and consume its content. This blog will do exactly that — help you get visitors to return to your website.
Generic tips to get visitors to return to your website
Irrespective of whether you have a blog, a corporate website, an e-commerce site, or a news site, having a visitor come back to your website should be one of your primary goals. The following tips will help you do exactly that, no matter the kind of website you have.
1. Keep the design aesthetic
A website needs to be aesthetic and pleasing to the eyes as well as the brain. A neat website design appeals to the subconscious mind of a visitor; on the other hand, a cluttered design may overwhelm or confuse them. We already have a blog that talks in detail about the design elements that influence a visitor; do check it out to understand all the dos and don’ts of website designing.
2. Engage with visitor-friendly content
When it comes to content, everything you deem important from a business perspective may not be important for a visitor, and vice versa. That’s why it is important to think from the point of view of a visitor when writing content for your website. The language that is used must be simple and lucid. Avoid technical acronyms and jargons, especially if it’s a B2C site. Furnish your website visitors with crucial information as well as minor details.
If you are confused about what website pages are crucial and how to write content for them, our blog Content Tips For The 10 Crucial Pages Of A Small Business Website will answer all the questions you may have.
3. Allow easy navigation
No one likes complications, especially when they are looking for information. If your website navigation is complex, you stand a risk of losing numerous visitors in what may seem like a maze to them. On the other hand, if your website is intuitive and easy to navigate, users can find their way around easily, and hence, stay on your website for longer. Related Search, Also Read, and the likes are good ways to keep visitors engaged on your site for longer. Divide your website content into sections and sub-sections, grouping relevant information together. This aids easy navigation. Make sure your visitors don’t have to go from one page to another looking for information.
4. Offer them value
If your website offers the same information that hundreds of other websites do, why would visitors come to your site again? Similarly, if yours is an e-commerce website, and your prices aren’t attractive or you are not offering a value add-on, visitors won’t hesitate to make a purchase from another website that offers them an extra something. That’s why it is essential to offer your visitors value; it could be exclusive information, relatable content, discounted rates, certificate of authenticity to prove product genuineness, extended warranty, etc.
5. Monitor regularly
You cannot build a website and forget about it; you need to monitor it regularly. You need to keep a tab on the number of visitors flowing in from different channels, the landing pages (the first page viewed by a visitor in a session), the exit pages (the last page a user accessed before they left the site), website heatmap, etc. Based on the analytics, see if some parts of your website need changes — it could be a call to action, placement of an image, color combination used, or something else. Carry out A/B tests and see which one works better with visitors. You do not need to make all the changes at one go; make minor changes on your site every now and then, and see if they make any difference. A website that incorporates the learnings from such analytics has the potential to see a marked improvement in the number of new visitors as well as returning visitors. But remember, website monitoring is not a one-time activity; it needs to be done regularly throughout the life of the website.
6. Be active on social media
In today’s world, the importance of social media for business cannot be undermined. No matter how a visitor landed on your website the first time, if they like what they see there, they may want to follow you on social media too. So, ensure your website has easily accessible social media buttons (like the ones in the illustration below) so that visitors can directly reach your social media pages.
Also, merely having social media presence is not enough; being active on each of your accounts is essential too. Put up interesting posts regularly — posts that have the potential to make your followers click the link, if not, at least engage with the post. If a follower has asked something relevant or has posted an interesting comment, make sure you reply. Engaging with your followers is a good way to make them like you, which eventually may help bring them back to your website.
Tips to get visitors to return to your e-commerce website
Inarguably, the core functionality of an e-commerce website is different from that of other kinds of websites. That’s why we decided to have a separate set of tips to get visitors to return to an e-commerce website.
When it comes to shopping for products or services, everybody wants a convenient experience. Would you go back to a cumbersome e-commerce site again? The following points must be borne in mind when designing an e-commerce website in order to facilitate a convenient shopping experience.
1. Categorize well
Suppose Amazon divided all its products/offerings in just a handful of categories thereby leading to a huge cluster of products in each of them. Can you imagine what a hassle it would have been to browse through its countless products to find the one you are looking for? No doubt, Amazon is a giant e-commerce portal, and your business is relatively small, but that doesn’t discount the fact that categorizing products/services is crucial. Group similar products together; sub-categorize them if necessary; in fact, think from a visitor’s standpoint while doing so. Also, don’t forget to integrate ‘Sort’ and ‘Filter’. These two features help make a visitor’s browsing process a lot easier, faster, and more relevant. An organized e-commerce website sees more return visitors than one with shoddy categorization.
2. Facilitate site search
Many a time, visitors are sure of what they want; they don’t need to sift through multiple sub-categories to narrow down to what they are looking for. That’s why, having a prominent search bar on an e-commerce website is imperative; it makes a visitor’s search process simpler — just type in what you want to search for. However, just having a search bar is not enough; the search results must be intuitive too. Functions like auto-complete, offering appropriate suggestions even if there’s a spelling mistake, understanding specific searches (white formal shirt, for example) must be integrated into the search bar. A search bar is also useful when a visitor is unsure in which category/sub-category they will find what they are looking for.
3. Make good use of email marketing
If someone has signed up for marketing emails from your e-commerce portal, give them a reason to come back to your website. Customizing emails and landing pages based on their last browsing session on your site, items added to their wish list, or purchase history will further improve chances of them returning to your site. Whenever there’s an offer on products that could be of interest to them, intimate them. Before festivals or major events, shoot an email to your subscribers reminding them that your website sells what they may need during the occasion. There are many more ways by which you can utilize email marketing. If you are confused about the difference between email marketing and email newsletter, our previous blog will answer all questions you may have.
4. Reward loyal customers
As many entrepreneurs and marketing experts may agree, loyalty programs are one of the most effective ways to make your customers come back. Offering discounts with accumulated points or on the next purchase is a reliable loyalty program technique. Another extremely popular way is to encourage your customers to sign up for membership so that they can avail exclusive offers and discounts. Similarly, you can also offer referral discounts or rewards to customers who are willing to turn brand advocates for you. This way, you not only get your existing customers to visit you again but also earn new potential customers.
Now that you know how to get your visitors to come back to your website, gear up to make the necessary changes in your website design as well as marketing strategy. It may need an investment of time, effort, and money, but it is all worth it.
If you are looking for professional website designers that won’t throw your budget out of whack, your search ends at Foundous. We, at Foundous, believe in working with you as your design partner so that you can focus on your business. We believe design should be uncompromising as it gives the first impression of your business. That’s why, we give your website the ideal look and feel. Most of all, we understand cashflow; accordingly, we have amortized the cost of building your website, over time, with our affordable pricing. Contact us to know how we can help with your business.