Customer lifetime value is an essential metric for eCommerce businesses. Why? Because this metric will have a low value if your customers shop only once on your online store and will never return.
This is why you should focus on creating a relationship with one-time buyers and turn them into repeat customers. You won’t be able to turn all your one-time customers into loyal buyers, but this tactic is more cost-effective than trying to get new people to purchase from your site.
Here are the best ways you can use to keep new customers interested in your company.
Nurture Them With Emails
Lead nurturing emails get up to ten times more responses than sales emails. So if you want to keep them engaged with your brand, don’t be pushy by sending promotional emails right from the start.
You can use these ideas for the emails:
- Customer stories. You should take advantage of user-generated content and send an email where customers share stories about their experience with the products you’re selling. Chances are that some of them will relate to those stories.
- Educational content. Here you can send some of your best and most helpful blog posts to educate your new customers either about your products or your niche.
- Entertaining content. Everyone loves entertainment, so if the educational content doesn’t suit your niche, then you can send some funny videos with cats for example if you’re selling cat toys or cat food.
- Content curation. You don’t need to send your customers emails with links to your blog posts every single time. You can also do a content curation of the best articles in your niche. Make sure that the selection you’ll be making is interesting and helpful for them.
Exceed New Customer Expectations
In order to turn one-time customers into loyal buyers, you need to be different and stand out. How? By using these ideas:
- Send a thank you email/note. After your customer received the order, we recommend sending them a personalized thank you note and let them know that you are grateful to have them as a customer. If you have too many customers and simply don’t have the time to handwrite the notes, then send them a personalized email. Even though automation may be way easier and quicker, the effect will not be the same.
- Be proactive. Being proactive shows that you care. Reach out to your new customers and ask them if they need help with the product they bought. This will help you be aware of any potential issues that may have occurred and even avoid negative reviews online.
- Provide fast customer service. First impressions matter a lot. In eCommerce, they can determine whether a one-time customer will purchase from you again or not. Providing fast customer service, whether on email or social media is one sure way to exceed your customers’ expectations.
By using Facebook retargeting pixel, you can retarget all the visitors that have reached the checkout page. That way, you will be able to build a relationship with them outside of email.
Here are some ideas you can use for the ads:
- Tell them about new products that you’re launching;
- Promote the new sale you’re having;
- Create a special “comeback” discount just for them.
Seasonal shoppers are very common around Christmas, Black Friday, Cyber Monday, or during any other periods when you’re having a major sale.
Even though you won’t be able to turn all of your one-time buyers into loyal customers, these tactics will pay off in the long run by helping you build a relationship with them. Some of them will buy from you again, and some will probably tell their friends about you. Either way, it’s a win-win.