How To Use Exit Interviews & Surveys To Improve Customer Retention

A lost customer is painful for your business – both for your bottom line and your ego.

The importance of customer retention isn’t to be taken lightly. That’s why, in this article, we take a look at how to use exit interviews and surveys to improve customer retention.

You may be wondering, “What’s the purpose? After all, they’ve already left my company?”

The purpose of conducting exit interviews and sending surveys is to find out what you did wrong, why the customer left the business, and how you can improve so you keep more of your current customer base.

So, let’s get to it.

Customer Retention Stats

According to Score, the following can be said about an unhappy customer:

  • For each one of your customers who complains, 26 remain silent.
  • The average unhappy customer tells eight to 16 people about the bad experience.
  • 91% of unhappy customers will never buy from you again.
  • If you try to resolve a customer’s complaints, 82-95% percent of them will stay with you.
  • It costs you about five times as much to attract a new customer as it does to keep an existing one.

Those are some heavy prices to pay for lost customers. Now, wouldn’t it be nice to know why they are leaving and what you could do differently in the future to prevent such a loss?

The Customer Exit Interview

One way to gain customer feedback is through the exit interview. Basically you want to know why your customer jumped ship. Was it something you did, or did they find a better, cheaper product elsewhere?

Whatever the reason, you want to know more about your customer’s departure. You use the exit interview to improve and prevent future customers from leaving.

If you choose to do an in-person or over the phone exit interview in lieu of a digital survey, you can pick up on cues that a digital survey doesn’t always provide.

Here are some sample questions you can use to conduct your exit interview. Be sure to tailor these questions for your products and services as well as for the person you are interviewing.

  1. What did (or didn’t) you like about our services/products? Right off you’ll learn what they did like. This question is an automatic segue into what they didn’t like. Take your time with this question so you can learn what works and what doesn’t.
  2. Tell me about your experience with our sales staff/customer service staff/technical staff? Be open-minded. You might not always like what you hear. But, this is your chance to hear about the things that need improvement. You just might hear a new way to do something that will work for your staff and your customers.
  3. What could we have done differently? This lets your customer feel a part of the process and share his thoughts. He now becomes an active participant in the change. This is a great question as it allows you to pinpoint exactly what’s bothersome to your customer.
  4. Did we communicate well? Use the feedback you get here to improve your employees’ job performance. Don’t get on the defensive – listen and empathize.
  5. Did we meet your expectations? (If not, what could we have done differently?) Did you fail to meet their needs? Did you set customer expectations for your product or service too high? Did you over-promise and under deliver? Knowing where you failed gives you the power to make a change.

Exit interviews are powerful tools because your customer doesn’t have anything to lose by being honest with you. Be sure you take the feedback into consideration and make the necessary adjustments.

You can also take the exit interview one step further by letting the customer know when you’ve evaluated their feedback and made the improvements. This is an opportunity to actually get the customer back.

The Customer Exit Survey

For most of your customers, the exit survey is going to be the tool of choice. People are busy with their day-to-day lives, and the digital exit survey is easier for most of your customers.

You have two choices when it comes to the exit survey: the closed-ended survey and the open-ended survey.

The close-ended survey can definitely work for you, but it doesn’t leave room for customer comments. It’s simple a survey with “closed” answers.

For example, in a closed-ended survey, you might ask something like, “Why did you cancel your account.” Underneath you’d include check boxes for answers: too expensive, found a better product elsewhere, no longer interested, etc.

You can see how this type of survey is closed-ended. You will have very quantifiable data that you can arrange neatly into a spreadsheet, but you won’t have the actual reasoning behind the customer churn.

When it comes to the open-ended survey, you most often need to ask only one question. You aren’t offering any pre-filled questions with this survey.

Consider sending a survey addressed to the customer personally that says something like this:

“Dear Susan, Thank you for being a customer of XYZ these past few years. We’re sorry to see you go. Here’s a quick question we hope you answer to help us improve our service. What made you leave? Thank you for taking the time to answer our question! Sincerely, Bob Smith”

There is no personal attack and no leading questions. Just a simple question that opens the door to an answer.

When using an exit survey, be sure to optimize your question(s). If the first survey didn’t work well, revise your questions and try again.

Final Thoughts

Hearing negative things about your company is never easy. The trick is to not let it bother you and to do something about it.

By collecting feedback through exit interviews and surveys, you are taking the first important step in improving your products, services and systems. The next step is actually measuring the feedback and acting on it.

When you leverage and use the feedback to make changes, you are driving future business to your company and ensuring you’re solving and eliminating customer problems.

You will improve customer retention and customer satisfaction when you collect feedback and change your processes. Exit interviews and surveys allow you to make positive changes that affect your customer retention rate.

What’s more, you might even have a chance to get the lost customer back once you’ve changed the thing that bothered them.

Are you ready to squeeze more profit out of your website by using customer retention tools to skyrocket growth among your current customers? That’s terrific! We’re here to help you optimize your website to increase your retention rates. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Carlos Martinez

Customer Retention Stats, Studies & Best Practices For 2016

Do you know the value of loyal customers? Have you ever created a strategy built around keeping those customers while maintaining and building your relationship with them? Have you explored a customer retention strategy?

If not, we encourage you to do so. Retaining your current customer base is often referred to as the low-hanging fruit. What do we mean by this?

The fruit that hangs low is easily reachable, and it requires minimal effort to pick it. The same can be said for your current customers. They can be won or persuaded to stick around with little effort. Now, that doesn’t mean no effort.

Because you have to invest a little to get a lot, and we want to help you with your strategy, we’re going to look at customer retention stats, a study and best practices for 2016.

Customer Retention Stats

To drive home the importance of customer retention, here’s a list of stats:

  • It costs 500% more to acquire a new customer than it does to keep a current one. ~Destination CRM
  • It costs 16x more to bring a new customer up to the same level as a current one. ~Marketing Tech Blog
  • It’s cheaper to retain a customer than to get a new one. ~Econsultancy
  • The average repeat customer spends 67% more in months 31-36 of their relationship with a business than they do in months 0-6. ~Bain and Company
  • 47% of customers would take their business to a competitor within a day of experiencing poor customer service. ~24/7
  • 97% of consumers said they are somewhat likely to become more loyal to a company that implements their feedback. ~Apptentive
  • 81% of consumers are more likely to continue doing business with brands that offer loyalty programs. ~Bond Brand Loyalty

Customer Retention Study

Let’s look at a customer retention study concerning online and brick-and-mortar store giant, Sephora.

According to Meddalia, less than one year after implementation of their rewards program, their client loyalty index was up 3%. They also found that the average user logged on to their website two to three times more often than before the loyalty program was introduced.

Sephora has the leading loyalty program in the beauty industry with one of the highest levels of engagement.

How’d they do it? They offered three loyalty tiers with generous amounts of free samples, birthday gifts, exclusive events and promotions for the highest tiers.

Their system is easy to use, and once they’ve opened an account during checkout, their points automatically accrue. They don’t even have to redeem the points, as it’s done for them at checkout.

Sephora’s loyalty program increases customer retention because it gives rewards that matter in the form of free samples as well as promotions and gifts.

Customer Retention Best Practices

Now let’s talk about some customer retention best practices for 2016. Some of them are intuitive, but it pays to have a list to work from. Use these best practices to craft your customer retention strategy.

  1. Provide excellent customer service. It’s a competitive market out there. Your customer service must be top notch because this is what keeps your customers coming back again and again. If you don’t have a superb customer service policy, your customer retention efforts will seriously suffer. In fact, poor customer service is one of the leading reasons customers leave businesses.
  1. Provide a product that is of exceptional value. For example, if you sell pool chemicals, sell the very best products your customers can afford. Then, offer service to match the product. Your competitors may offer a great product or great service, but if you offer both, you’re ahead of the game.
  1. Get to know your customers. This doesn’t necessarily mean on a one-to-one basis, which is of course hard for an online eCommerce store. This means understanding their needs, knowing where they come from and finding out what they want. One of the easiest ways to find out what your customers think is through a customer survey sent through the email or hosted on your website. Another way is through social media. Find out what really matters and provide it to them. If they dislike something, change it. If they appreciate something, make it even better.
  1. Use segmentation to meet your customers’ needs. What does this mean? It means, for example that if you offer swimming pool and hot tub service that you send different communications (think email marketing) to each group of people. This shows your customer that you care about providing them something of value.
  1. Walk through the customer journey yourself. If you want to know how your loyal customer flows through your business, try it yourself. For example, do they come in from the website, social media or somewhere else? What do they find on each step of their journey? Is each step easy to navigate? Is your checkout process cumbersome? Are you meeting their customer service needs while engaging them with new and valuable content?
  1. Provide a loyalty or membership rewards program. Your customers have purchased from you once, maybe twice. Isn’t it time you rewarded their loyalty? Make it easy for your customers to shop with you by giving them a reward for spending money with you. They’ll be more likely to consolidate their shopping with you if they have an incentive to do so.
  1. Re-engage one-time shoppers. If you lost a customer, or they haven’t shopped with you for a while, reach out to them. You can use email marketing to do this. See if you can offer them something (coupon, reward, a listening ear) to encourage them to come back.

Final Thoughts

You may be a small company, mid-size or Fortune 500 company, and it really doesn’t matter when it comes to customer retention. Your company’s very survival depends on it no matter the size of your business.

Your marketing strategy should include customer retention as a core component. Allocate some dollars to it and create a workable plan to increase your retention rate.

Always keep this stat from the Gartner Group at the forefront of your mind when thinking about customer retention: 80% of your future business will come from just 20% of your current customers. In this little sentence you find validation for creating a customer retention strategy.

Don’t get complacent and think you can put your relationship with your current customers on autopilot. You have to work to earn their loyalty, and to keep it.

Invest in your loyal customers and watch your retention rates soar along with your bottom-line.

If you are ready to squeeze more profit out of your website by using customer retention tools to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase your retention rates. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Stijn te Strake

7 Rules of Retention Marketing

Did you know that it is five times cheaper to retain a customer than it is to acquire a new one?

Customer acquisition costs can break a marketing budget, yet many businesses spend more time focusing on attracting new customers than retaining their loyal customers.

That’s a puzzling statistic since one study says if you increase customer retention rates by just 5%, you’ll increase profits by 25-95%.

While we believe in customer acquisition tactics, today, we’re going to give customer retention it’s fair representation. In this article, we look at the seven rules of retention marketing so you can improve your rates and grow your business.

If the words “retention marketing” leave you scratching your head, we’re going to define retention marketing for you first, and then look at the seven rules.

What is Retention Marketing?

In its simplest form, retention marketing is what you do to keep your customers engaged, happy and spending their money.

Sometimes it’s called life-cycle marketing or loyalty marketing,

Retention marketing is a fairly new term, but one that is becoming quite widespread in marketing circles and the realm of eCommerce.

With retention marketing, through various activities, you create engaged customers that return to your online store again and again to make a purchase.

You increase the likelihood that your current customers will purchase again while putting some emphasis on increasing their purchase rate and amount.

Here are seven rules of retention marketing.

Rule #1: Provide Exceptional Customer Service

Customer service can be more important to your customers than the actual product. Consider the customer who makes a purchase on your website.

They have to wait nearly two weeks to receive the item. Then, they are shipped the wrong item. When they call customer service, they are on hold for nearly 20 minutes, and then they are told they have to pay return shipping on the item they did receive.

Is this good customer service? No.

Exceptional customer service is rule number one when it comes to retention marketing.

While it’s not rocket science, for many businesses, it is overlooked. There is certainly something to the old saying, “The customer is always right.”

Treat your customers with respect, offer your items at a reasonable price and make sure your customer service reps are fully trained in the art of customer service. Provide consistency across the board to encourage customer retention.

Rule #2: Meet Your Customers Where They Are

When it comes to retention marketing, you want to meet your customers where they are. If they’re using Facebook, meet them there. If they tweet on Twitter or post on Instagram, it’s your job to take your story to them.

Customer retention is about providing the right thing at the right time to your customers. Perhaps they subscribe to your blog – if so, provide them the best content possible.

One way to meet your customers on social media is to start building targeted experiences. Consider using a social login box on your website. Allow your customers to register or sign in using their preferred social media account.

Not only does this let you learn more about your customers, but it makes registration and login much easier.

Additionally, if you send email marketing, consider surveying your customers and ask them what they’d like to see from you. Then provide it.

Rule #3: Get to Know Your Customers

It is pretty hard to provide the right content to retain your customers if you don’t know your audience.

Learn about your audience through social media and Google Analytics. Take note of their demographic information as well as their interests, likes and habits.

This helps you better provide targeted information to your loyal customers.

You can also let them self-identify what they’d like from you on your website. In your email sign-up form, give them some choices as to the types of emails they’d like to see.

Because you know your customers, you can provide them appropriate content.

Rule #4: Reward Your Customers

Offer a loyalty program. There are multiple ways to do this, but rewarding customers is one of the easiest ways to retain them.

Everybody likes something free. You can offer them a discount when they sign up for your program to get them started. Then, let them accumulate points for an extra big rewards.

Rule #5: Be Real, Don’t Talk At Your Customers

In the 21st century, your customers appreciate being talked to, not at. They want the personal touch, and they want you to be real.

Communicate with your customers. Don’t always try to sell them something.

When you are on a real, personal level with your customers, you are better able to retain them. When they feel you treat them well, you can expect they’ll be more likely to comment and share on your blog posts and social media, leave reviews and ultimately, make a purchase.

Rule #6: Ask for Feedback

Show your customers you value them by asking for their feedback. When you do this, we recommend offering them something for their time. You can offer them a small discount or extra reward points, just make sure to offer something to let them know you value them.

Customer feedback is important to your retention rates, and it’s important for the growth of your business. When you ask for feedback, do be sure to take action on it.

Go one step further and tell your customers what you’re going to change because of their comments.

Rule #7: Deal with Negative Feedback

If someone leaves you negative feedback on your website or in your social media channels, you want to respond to it quickly and sympathetically.

Find out what happened and do your best to diffuse the situation. If handled correctly, the customer may even retract the comment.

Not only does this have the potential to increase your retention rates, it has the added benefit of letting prospective customers know you value comments. It engenders a feeling of trust.

To Conclude

Now that we’ve looked at the seven rules of retention marketing, you might be wondering if this means you should stop trying to attract new customers. Absolutely not.

You still need to market your online store and work to acquire new customers while increasing your conversion rate.

Although, instead of overspending on customer acquisition costs and forgetting all about retention marketing, try to balance out your retention and acquisition costs.  Make it a more equitable balance.

Then, you can evaluate which strategies are working best for you and adjust your budget accordingly.

Create a strategy and use the seven rules of retention marketing to increase the loyalty and purchasing power of your current customers, while keeping your current customer acquisition strategies in place.

If you are ready to squeeze more profit out of your website by using customer retention tools to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase your retention rates. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Jessica Ruscello

The Best Of The Best - Top 5 Email Marketing Tools For 2016

Email marketing is important to your marketing strategy. So important, in fact, we’re going to highlight the best of the best – top 5 email marketing tools for 2016.

First, let’s talk a bit about why email marketing is pivotal to your overall marketing plan.

Benefits of Email Marketing

In an email statistics report from the Radicati Group, we learn that more than 2.6 billion people worldwide use email, and they expect more than one-third of the world’s population to be using email by 2019.

The report goes on to explain that businesses send more than 109 billion emails to their customers daily.

Email marketing is simply one of the very best ways to get in front of your customers. With email, you have the ability to land right in your customer’s inner sanctum.

In an age of ultra-personalization, you can customize your email marketing to your customers’ needs and interests.  You can provide them something of value that they appreciate. This makes your business top of mind when they’re looking to make a purchase.

One of the other great benefits of email marketing is that you can segment your audience into separate lists. This allows you to reach them with targeted content. For example, let’s say you are a swimming pool company, but you also sell grills.

You can send one email to your pool customers and one email to your grill customers.

The other benefit of email marketing is that it’s inexpensive. You can reach a large number of people at a very minimal cost.

Now, let’s look at the top five mail marketing tools for 2016.

#1: MailChimp

The first thing that makes MailChimp the best of the best is their Forever Free Plan – a great tool for small business owners and non-profits.

With the free plan, you can send up to 12,000 emails per month if you have less than 2,000 subscribers. For many small businesses, this is a great number. You don’t have to have a contract or even provide a credit card. You can simply send emails as long as you stay below their specified threshold.

There are a few limitations with the Forever Free plan. You can’t utilize the autoresponder tool, spam related tools and several others.  That being said, the plan is still great for those with smaller email lists.

They do have great pricing on plans for subscribers with more emails.

The next reason we like MailChimp is the wealth of free resources they provide. You’ll find countless videos and tutorials to help you learn more about email marketing. They even help you fine-tune your email subject lines with history and industry stats.

We also like MailChimp’s extensive analytics. You can view the basics, or you can dive in to really explore your open and click rates as well as your opens by location, bounces, unsubscribes and more.

They also offer the ability to compare your stats to others in the industry.

You’ll find Google Analytics integration with MailChimp so you can gauge your response after the email has been sent. Their tracking tools are top notch.

We also like the fact that MailChimp is constantly improving their service. Recent rollouts in 2016 include new features such as Inbox Preview which allows you to see what your email looks like in more than 40 various email, web and mobile clients and browsers.

They have also beefed up their autoresponders as well as the ability to market to abandoned carts on your website.

Their automation workflows now include an Abandoned Cart option to send emails to recipients after they’ve left their carts on your website. They’ve also added product recommendations, and they can pull in store products to send emails to customers based on interests.

Lastly, MailChimp has numerous integrations such as SalesForce, WooCommerce, Shopify, Facebook, Zoho and more.

#2: Campaigner

The next email marketing tool we like is Campaigner.  Very similar, and a bit costlier than MailChimp, we like Campaigner for the its large selection of email templates.

You’ll find a brightly colored dashboard with an intuitive interface. You can use their Smart Email builder that offers numerous templates and layouts, or you can code your own.

When it comes to templates, Campaigner stands apart. They offer more than 800 themed templates. You can also store your own assets in their media library.

We like the Smart Email builder because it provides instructions on how to add photos and links.

Campaigner has terrific reporting. You can also link to Google Analytics, but in Campaigner, you can see real-time results with a built-in refresh button.

You can also find support in many ways when using Campaigner, so this makes it especially easy for the beginner with questions. You’ll find support available 24/7 and even by phone which is a real bonus.

New in 2016 is the ability to link to Saleforce, send autoresponders and set up email workflows and chat live with support.

#3: Email on Acid

Email on Acid is a great tool for email marketers.

With this tool, you can say goodbye to switching between your email service provider and text editor when coding your own emails.

With Email on Acid, you can also do all of your testing right in their system. They recently launched an email editor making it very easy to create and test your emails right in one place.

Since it’s vital to know how your emails look in various email clients and browsers and on multiple devices, Email on Acid is an incredibly useful tool to improve your emails.

#4: Scope from Litmus

If, like many email marketers, you have an inbox full of emails you like, Scope is the email marketing tool for you.

Using Scope, you can review and share desktop and mobile previews of emails you’ve received as well as your own emails. You can use their Code Inspector to look at the email code and see what the other business did to make their email so cool.

You can use the Scope It Bookmarklet to scope an email from inside a supported web mail like Gmail, for free. This is a super tool to improve your own emails.

#5: Raven URL Builder

We’re getting pretty technical now, but if you’re going to do email marketing right, the Raven URL Builder is a tool to get acquainted with.

If you’re using Google Analytics to track your website visits, it’s imperative to know where those visits are coming from.

By using this URL builder, you can track the sources. For example, if you’re sending people to your website through a link in your email, you can use this URL builder to know if your email marketing efforts are working.

Final Thoughts

Now that we’ve looked at the best of the best – top five email marketing tools for 2016, it’s time to get started.

Pick an email service and start collecting sign-ups through your website. Create newsletters and targeted email blasts. Set up automated marketing starting with the welcome email.

Give some of these tools a whirl and test them out to see if they work for your email marketing goals. And, remember, email is the top way to connect with your customers.

Are you sending people to your website through your email marketing? Are your landing pages optimized for conversions?

If you’re ready to squeeze more profit out of your website by optimizing you’re your landing pages, we’re here to help you increase customer conversion. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Darren Coleshill

3 Words You Should Never Use In Your Email Marketing Subject LineEmail marketing can sometimes seem like a long, winding road filled with road blocks to avoid.

One of the most important, yet difficult road blocks when it comes to email marketing is crafting an effective subject line.

Today, we’re going to help you avoid some of the most common problems when it comes to writing a great email subject line, and we’ll help set your email marketing on the straight road to success.

Let’s look at three words you should never use in your email marketing subject lines. These words are free, cure and credit.

Why shouldn’t you use them? In a nutshell, they can negatively affect your open rates and the actions people take in your emails.

In addition, these three little words can trigger spam filters and get your emails flagged, rendering them undeliverable.

Free, Cure and Credit

Everyone likes something “free,” right? And, who wouldn’t like the “cure” to what ails them or a fix for their credit?

While people like free things, cures and credit fixes, this is probably not what they signed up for when they joined your list. So, subject lines with these words are likely to be ignored.

But, more importantly, all three of these words are words you should never use in your email marketing because they can cause your email to get stopped by spam filters.

These words all by themselves can hurt your sender reputation and get your email list blacklisted. Try expressing their value in another way that doesn’t trigger spam filters.

Now that we’ve looked at the three words you shouldn’t use, let’s look at how to craft a great subject line to increase your open rate, reduce your bounce rate and increase your conversions.

Because your subject line is the first, and unfortunately sometimes the last, impression you have on users, remember that your subject line is more important than the body of your email.

Think of it as the doorway to conversions, and if they don’t open the doorway, your email is worthless, and you lose the customer.

We want your emails to get opened. Here are several ways to craft effective email marketing subject lines.

The Simple and Succinct Subject Line

A good rule of thumb when writing email subject lines is to be as clear and direct as possible.

Most people will decide to open your email based on the subject line alone, so short, descriptive subject lines are better than longer ones that slightly misrepresent the content.

Simple, succinct subject lines work best for emails with a specific purpose and for something that your subscriber is expecting.

For example, you always offer a first-Friday discount. A short, succinct subject line works here because your subscribers expect to receive it.

The Humorous Subject Line

Boring subjects are just that, boring. Delight your subscribers and increase the chances that they’ll open your email by injecting some humor into your subject line.

This helps set your email apart from the crowd, but you do have to be careful. Know your audience well and use humor with highly targeted emails. Be sure that your humor can’t be misconstrued and offensive.

Cleverness is often appreciated, but don’t be too clever. You do want people to understand your subject line. Don’t veer too far away from the body of your email with your subject line and don’t suggest something they won’t see inside.

The Numbered Subject Line

Numbers get things opened. Consider these two subject lines:

  • Find Tips on Opening Your Swimming Pool Inside
  • 7 Tips for Opening Your Swimming Pool in Less Than One Hour

The subject line labeling the number of tips is going to garner the most opens. It’s succinct and tells the reader exactly what to expect.

Our brains process lists well, and bulleted lists make skimming easier.

One tip when it comes to writing subject lines with numbers – aim for an odd number like 3, 5, 7 or 9. Emails with an odd number of tips are opened more often than an even number.

Why? It seems we can remember odd numbered lists better.

Lastly, in your title, don’t spell out the number, but write the number itself.

The Question Subject Line

Another way to encourage email opens is to pose a question in your subject line.

Consider asking an emotionally engaging question and then promise a solution.

The Subject with Scarcity

Humans are propelled to act when they think something is about to disappear. We just don’t want to miss out.

How many times have you opened an email and taken an action when there were “only 50 left,” or the 50% sale “ended at midnight?”

Don’t use this subject all the time. Save it for the truly special times when the scarcity is actually true.

Best Practices for Subject Lines

When it comes to subject lines, you know to leave out those three words – free, credit and cure – and you have some tips on crafting clever subject lines to increase your conversion rate.

Now, let’s look at some basic rules to remember when writing email marketing subject lines:

  • Keep your subject lines to about 50 characters. They have higher open rates.
  • In your email program, test several subject lines. See what works and use that as an example for next time.
  • If you must use an exclamation point, never use more than one.
  • Never use all caps. You might have heard that sentences with all caps are seen as someone shouting at you. Don’t be this marketer.
  • Personalize your emails. Words like you and your work great. If you’re using the subscribers’ names, make sure your list is clean.
  • The from email should either be your company name or an email with your company’s domain.
  • Don’t write deceiving subject lines. Your subject must match your content, or you risk losing opens in the future.
  • Don’t overuse symbols.
  • Use pre-headers, but don’t repeat the subject line.
  • Other words not to use: earn, $, guaranteed, whitepaper, report, collect, claim, increase and urgent.

Final Thoughts

Did you know that 86% of the world’s email traffic is unsolicited junk email or spam? That accounts for nearly 400 billion spam messages sent each day.

Of those spam emails, most of them never see the inside of a user’s inbox.

You don’t want your emails to end up in your subscriber’s spam folders. That’s why you should commit the three words – free, cure and credit – to memory and never use them in your email marketing subject lines.

In addition, make sure you have permission to email the people on your list. Don’t use spammy subject lines and always include an unsubscribe link so you are in compliance with the CAN-SPAM act.

Lastly, for the best email marketing success, give your subscribers what they want, and what you told they’d get from you in the subject line. Pay attention to your unsubscribe rate and fine-tune your emails and your subject lines as necessary.

Are you sending people to your website through your email marketing? Are your landing pages optimized for conversions?

If you’re ready to squeeze more profit out of your website by optimizing your landing pages, we’re here to help you increase customer conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Alex Siale

eCommerce Conversion Rates, Stats & Best Practices For 2016

For those of you who run an online eCommerce site, we bet you’d like to give your sales a lift.

In this article, we’re going to show you some ways to do just that. We are looking at eCommerce conversion rates, stats and best practices for 2016.

First, let’s look at the average eCommerce conversion rates (the percentage of people who take the desired action on your website).

Conversion Rates

According to one source,  the average conversion rates are as follows:

  • First time visitors: 5.10%
  • Repeat visitors: 2.50%
  • Cart abandonment rate: 71.30%

Another source finds that product page conversion rates average about 8%. What does this tell us? It suggests that shoppers are entering websites more often through product pages instead of the home page.

This same study says that the top converting product pages are doing so at a 59% rate, while the bottom brands hover around .10%.

And, yet one more source sites average eCommerce site conversion rates between 2-3%.

While these rates vary a lot, we can point you in the right direction with the following info on conversion rates:

  • 0-1%: Not good. Something might be broken on your site, and you need help.
  • 1-2%: Below average. Check your incoming traffic and assess weak points on your pages.
  • 2-3%: Average. It’s still a good idea to assess problems on your site.
  • 3-5%: Very good. You’re getting somewhere now. Keep working at honing your conversion rate and see if you can leap any higher.
  • 5% and above: You are the cream of the crop. Keep up the good work.

Worth noting is that while there are average conversion rates, a great goal is to strive for a rate that is better than the one you have right now.

Make sure that when you are looking at average conversion rates, you are comparing variables that are similar. For example, is your traffic similar to the average conversion rate of the site you are looking at?

Conversion Stats

Now we’re going to look at eCommerce stats per device. These rates were found depending on the device the customer used to place on order on retail sites:

  • Tablet: 9%
  • Phone: 20%
  • Desktop: 71%

These numbers are as of April 2016, and they show that the number of mobile orders (phone and tablet) out of all eCommerce has increased to 29%, up from 25% in 2015.

Mobile ordering is gaining on desktop ordering, although it remains at the top.

When it comes to the platform, iOS devices reign as leader:

  • Apple mobile devices account for 75% of mobile eCommerce orders.
  • Android devices account for 24%.

In 2016, these channels are driving eCommerce:

  • Organic: 21%
  • CPC (cost per click): 20%
  • Email: 18%

These numbers are similar to 2015 and drive home the importance of a multi-channel marketing strategy.

Conversion Best Practices

Now that we’ve looked at rates and stats, let’s look at the best practices for eCommerce conversion rates in 2016.

Quality product images. This is the single most important thing on your eCommerce product pages. It’s what entices your website visitors.

Your product images let them know what they’re getting. Not only do you want great images, but you want zoomable images. The zoom function is imperative.

Your customers want to see your product from all angles and at enlarged views. Consider showing alternate views as well as the product in action. For example, if your product is jeans, show a model wearing them.

Rotating 360◦ are a bonus for your eCommerce shoppers.

Consider Golfsmith who claims that when they use the rotating spin feature, their conversion rates are at least 10% and as much as 30%-40% higher than products without it.

Another way to increase conversions is to use product images in the search window. This has been known to increase conversions as well.

Quality product information. Your customers want to know more about what they’re purchasing, so your product descriptions matter.

You want to give potential buyers enough information that they are convinced your product is the right one for them.

Your sales copy should be clear and concise and not misleading.

One trick when writing product copy is to include both a short and a longer version. The short version should capture the essentials of your product – the who, what, when and why. Then, visitors should be able to click to a longer version.

In the longer version, you can give more specifics and details. The long version should include absolutely everything there is to know about the product.

Another tip for writing product copy is to take what the manufacturer wrote, and then rewrite it. The flavor of the copy should be uniquely yours. Talk to your customer and tell them why you like the product.

Product videos. Everyone appreciates your quality images, but some people want more. Give it to them in the form of a video.

A video helps your customer experience your product in real time. We encourage you to try videos for a few of your product pages and see if you see a lift in your conversion rates.

Offer free shipping. Statistics show that free shipping is a great way to increase your conversion rates.

Nearly half of online retailers offer free shipping, and if you aren’t one of them, it’s time to start.

High shipping costs is one of the biggest reasons why people abandon shopping carts or decide to visit a brick and mortar store to make a purchase.

Not sure you want to offer free shipping? Test it out and see if it works for you.

You can also offer free shipping as an exit pop-up when someone gets ready to abandon a cart, or send the offer in an email to someone who has filled a cart in your store.

Offer sales and specials. Online customers are conditioned to wait for the sale or special offer. Do some testing on this practice and see how it works for your site.

Provide enhanced search. In other words, make searching your site easy. Your customers need to find the products they want, and quickly.

Using auto-suggest search functions is a good idea.

In addition, offer filters to your customers. Let them filter products so they get exactly what they want. Once on the product page, you can always show them related products or things you think they’d be interested in.

Provide online customer service. Live chat is the wave of the future because it makes shopping so easy for your customers.

Road Runner Sports does a great job with customer service. In addition to chat options, look at the amazing amount of info provided on their product pages:

  • Short and long descriptions
  • Videos
  • Customer reviews
  • Fit Experts
  • Personalized shoe finer
  • Items you might also like
  • A reminder after you add an item to the cart of another product you might need.

They’ve really thought of everything.

To Conclude

We’ve looked at eCommerce conversion rates, stats and best practices for 2016. Now it’s time to put it all into action on your own eCommerce site.

We’ll leave you with a few more best practices.

  • Include customer reviews whenever possible.
  • Show your badges and awards.
  • Display your security certificates so people feel safe shopping your site.
  • Offer easy returns.

Don’t forget to put your A/B testing to work for you. Keep what’s successful and ditch the rest to increase your eCommerce site’s conversion rates.

If you are ready to squeeze more profit out of your website by using customer acquisition tools to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase new customer leads. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today. We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Nick de Partee

7 Tools To Include In Your Customer Acquisition

You probably already know that it costs more to acquire a new customer than it does to keep a current one. That’s why this article is so important.

When you are working to gain new customers, you want to make sure you are maximizing your dollars and doing everything right.

So, to help you be as efficient as possible when trying to attract new customers, we’re going to discuss seven tools to include in your customer acquisition plan.

#1: Set Your Goals

Author and motivational speaker Zig Ziglar said, “A goal properly set is halfway reached.”

Your customer acquisition plan is futile if you haven’t set your goals. It’s like walking in the dark while trying to read.

Your first tool is goal-setting. It will not only shape your customer acquisition plan, but it will also shape the people you hire and the lead generation tactics you set into motion.

Here are some possible goals you might set when it comes to customer acquisition:

  • Increase website visitors by X%
  • Convert more website visitors into actual leads by X%
  • Convert more leads into paying customers by X%
  • Increase new customers by X amount in a certain time frame.

Be sure that when setting your goals, they are specific. You don’t want to set vague goals. You also should limit your goals to a certain number in a certain time frame.

In addition, your goals must be measurable – this is data analysis. They must be achievable and realistic – don’t set goals that you have no chance of achieving. Lastly, your goals must be time-bound – keep to a time frame.

For example, focus on one or two goals and set deadlines for each one. You might say your goal is increasing web visitors by 25%, and you’ll write four blog posts, send two emails and spend two hours per week on social media for one month.

This is an infinitely trackable goal. It enables you to track and monitor your results with relative ease.

#2: Define Your Target

Do you know who your market is? If not, an essential tool in your plan is defining your target audience. You have to know your ideal customer if you want to reel them in.

While it’s important to know their demographics such as gender, household income, where they live, interests, etc., there is much more to defining your target market.

You’re looking for the people most likely to buy what you’re selling. For example, if you’re selling men’s work shirts, women probably aren’t your target market. Likewise, if you sell a gaming app geared toward teenagers, the elderly set isn’t your target.

Defining your target – in other words, the people you want to market to – involves really getting to know these potential buyers.

  • Are they using Facebook or Snapchat?
  • Do they prefer to surf the web on their phones or tablets?
  • What motivates them?
  • What are their problems? How can you solve them?

Once you really understand your target, you can move forward with your customer acquisition plan. You can now target the right people at the right time for the best chance at success.

#3: Estimate Costs

Before you dive into your strategy, you want to estimate the cost of acquiring new customers. This is referred to as CAC (cost to acquire customers).

You find this by taking the cost of your sales and marketing expenses over a specified period of time and dividing it by the number of customers you acquire. This can be hard to do when first starting out, so make your best estimates.

#4: Hire Talented Staff

What if you craft a great plan, know your target market and have the budget to spend, but you don’t have the right people to implement your plan?

You can probably guess the answer. Make sure that you have staff on board who can take your customer acquisition plan through from beginning to end.

#5: Define the Acquisition Funnel

This means knowing and understanding where your customers come from. What does their journey look like?

For example, you want to know the following information:

  • How does your customer learn about you?
  • What makes them consider your product or service?
  • Why would they prefer you?
  • What makes them decide to purchase?
  • After the purchase, how do you create loyal customers who then advocate for you?

You also want to break your funnel down so you know how people are getting to your landing pages. Is it SEO, social media, email marketing, referrals, organic search, paid search or word of mouth?

Are there any leaks in your funnel, and can you plug them?

#6: Use Various Channels

In your plan, outline the channels you will use to put your customer acquisition plan into action. Here are some things to consider:

  • Create your landing page for each campaign. Include a strong call to action, vivid imagery and catchy headlines and text.
  • Identify which social media platforms appeal to your target audience and concentrate on those.
  • Use content marketing tactics – a blog, webinar, podcast, eBook or video.
  • Consider and evaluate pay-per-click options.

You want to continue to test and refine your landing page and your channels to improve your conversion rate optimization.

#7: Track and Measure Data

Your successful customer acquisition plan depends on constantly testing and measuring your data. Set up your data collection well in advance, and don’t neglect to track and measure your data.

Set specified times during each campaign to analyze your data – don’t wait until the end. This way you can make adjustments if necessary.

To Conclude

Now that we’ve looked at the seven tools to include in your customer acquisition plan, it’s time to get started.

It can be easy to implement the plan but forget to analyze the data. Yet, this is incredibly important to your customer acquisition plan. With proper analysis, you can make adjustments in your strategy to meet your customers’ and your businesses’ changing needs.

Your goal-based acquisition plan has a process and a strategy that you set into motion. You then use a set of tactics to reach your goals.

How will you know if the tactics you set into motion aren’t working? That’s where the analysis comes in. Don’t bypass the tracking and measuring.

It will help you fine tune your customer acquisition plan to meet the needs of your ever-changing customer.

Lastly, remember that plans change. But, that doesn’t mean you don’t need one. You must have a plan for customer acquisition that includes all the details mentioned above as well as an understanding that plans evolve.

Not sure how to optimize your customer acquisition plan? We can help.

If you are ready to squeeze more profit out of your website by using customer acquisition tools to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase new customer leads. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Drew Collins

Email Signup Form Best Practices and Stats For 2016

We are nearly half way through 2016, and we can announce with great confidence that email marketing continues to top the charts when it comes to digital marketing tactics.

How can we say this with such certainty? It’s simply because multiple studies continue to report that email marketing is the most effective way to get and convert new leads, build awareness and retain customers.

But, you have to have an email list to send emails to, right? The email signup form on your website is one of the best ways to acquire new leads.

While many people can put a signup form on their website and send out an email, they aren’t necessarily doing it in the most advantageous way. Today we tell you how to create a really good signup form so you can send out top-notch emails.

Let’s look at email signup form best practices and stats for 2016. We’ll discuss the best way to create your forms so you can begin and nurture a relationship with your current and future customers using email marketing.

Here are the best practices for your email signup forms:

Use a Limited Amount of Fields

In the case of your email signup forms, shorter is better. Eliminate distractions and save your website visitors time by using only the amount of fields that are absolutely necessary.

Your goal is to reduce “friction” for your customers. What do we mean by friction?

Friction is your customer’s psychological resistance to your form. Consider the form that asks for 10 fields. One might say this form is full of friction. It forces your potential subscribers to think. It makes them rethink their decision to sign up.

Forms with friction take too long to complete and result in interrupted momentum that may keep customers from taking your desired action – completing the form.

Every single time you ask for a new field, you risk increasing your form’s “friction.” This is why we recommend using very few form fields. If you can get away with it, just ask for the email address or if you absolutely must, the email and first and last name.

Consider one study that shows a form with five fields outperforming a form with nine fields by 34%.

Remember – the goal is ultimately the lead. Your sales staff can get the rest of the details later.

When creating your forms, always ask yourself, “Is the additional information I think I need worth losing a potential lead?” If the answer is no, and it usually is, stay away from multiple form fields.

You can also ask yourself if you’ll lose anything if you have to wait for additional information? Remember – the lead is more important than the extra info. Only ask what’s absolutely relevant.

Consider Internet giant, Expedia. They saw an increase in profits of $12 million a year after removing “company” from their booking forms.

Keep It Simple

Consider using simple, straightforward graphics to direct users to your contact forms. Help your user focus on the call to action you want them to take.

Keep your page simple, without any distractions, so your customers have a clear path to your signup form. This helps your overall conversion rate.

Tell Them What They’ll Get

At the top or bottom of your signup form, tell your website visitors exactly what they can expect. Here are a few examples of things to include to make it personal:

  • If it’s a sales lead, let them know when they can expect an email or phone call.
  • Tell them how many emails you’ll send them each month.
  • Let them know what kind of information they can expect in your emails.
  • Promise to keep their information private.

Use Only Mobile-Friendly Forms

According to Litmus, who tracks open rates of more than 12 billion emails, April 2016 saw an increase of email open rates on mobile rise to 56%. Desktop opens remained steady at 19%, while web mail decreased to 25%.

What’s this mean for your email signup forms on your website?

It means that your signup forms must be mobile-friendly and responsive to screen size because your website customers expect it. Having mobile-friendly forms also means it’s easier for customers to signup which in turn leads to a higher conversion rate.

It’s worth noting here that you need to pay special attention to your website, your website forms and your email marketing. The entire digital package should be responsive to screen size for increased ease of use.

Use Social Proof

These days, more than ever, web-surfers feel better doing something if they know others have gone before them.

You can use any of the following ideas to “prove” that it’s a good idea to join your email list:

  • Use customer reviews or testimonials.
  • Use quotes, like “thousands sign up each week” or “join a community of 10,000 subscribers.”
  • Mention who they’ll be joining, especially if they are well-known names.

Use Large Buttons

Large buttons serve two purposes. First, they make it easier for mobile users to click.

Second, small buttons can get lost. Use large, bright submit buttons that can’t get lost on the page. Make the button as wide as your input fields.

While talking about the button, we encourage you to test your call to action. While “submit” may work for some, “get pricing” may work for others. Test and test again to learn what works for you.

Use Double Opt-Ins

For years people have used captchas on their signup forms. Unfortunately, that’s just another form field.

You can try the double opt-in – it not only helps you avoid unwanted spam, but it eliminates a form field. Again, we encourage you to test which method works best for you.

Stay Clear of Long Drop-Down Lists

This falls into the category of asking for too much information. Plus, drop-down lists are often difficult to complete, especially on mobile phones.

If you must offer options, consider the check box or radio buttons. Only use these when your choices include less than six.

Use a PopUp

One last best practice is to use the email signup form pop-up. This allows you to grab visitors as they arrive or get ready to leave your website. It’s a great way to reach out to customers one last time before they click away.

Final Thoughts

To improve your conversion rate optimization, you’ve got to acquire a lead. How? You get your leads and increase your conversions through your email signup forms.

Online lead generation depends on your signup form. Continuing the relationship with your customer continues through your email marketing. The two are forever tied together.

One of the biggest challenges for email marketers is getting into their customers’ inboxes. Today, we’ve looked at some email signup form best practices and stats for 2016 so you can grow and nurture a healthy email list.

Email signup forms are a great strategy for increasing your conversion rate optimization. It’s time to optimize your landing pages with great signup forms.

If you are ready to squeeze more profit out of your website by using email marketing to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase email conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Fabian Irsara

Why You Should Be Conducting AB Testing On Your Email Marketing

You’ve heard from us on many occasions that A/B testing is a great tool to optimize your landing pages. We’ve told you that for each test you run, you learn something new about your audience – something that helps you reach them more effectively.

You’ve learned what it takes to meet their needs while improving your conversion rate optimization.

The same holds true for email marketing – A/B testing is a good thing. It’s the key to your email conversion rate.

So, today, we tell you why you should be conducting A/B testing on your email marketing and some best tips for doing it.

What is AB Testing?

Just the mention of A/B testing might sound complicated and quite daunting. But, we’re here to tell you that it’s not as hard as it sounds.

A/B testing is the method you use to test your best guess about human behavior. In other words, you are testing what you think they’ll respond to.

Using your email platform, you can perform these “split” tests quite easily testing things such as headlines, send times, content and images.

Let’s simplify A/B testing. For example, you’ve written a blog post, you’re ready to send it out through email, and you’ve chosen two images. You want to know which image is more compelling for people, so you set your split test with the same content but two different images.

In your email app, you set your A/B test to learn which one garners more opens. The app chooses a winner, and your winning email is off to the rest of your list. It’s just that easy.

You’ve just used an A variant and a B variant as a split test to gauge the response of various headlines, calls to action or images.

If you’ve ever wondered what the best open times are for your emails, you can also test send times.

The best part of email A/B testing is it requires very little effort on your part. You pick the one item you want to test, set it up, choose how much of your list you want for test subjects, and then you let the program do the heavy lifting for you in determining which test is the winner.

A/B Testing Best Practices

As easy as A/B testing is using various email platforms, there are few general best practices to guide you through the process.

First, you want to have a reason behind what you’re testing. Don’t just test for the sake of testing. Ask yourself what you’d like to improve. Is it open rate or click through rate?

Why are you testing? Do you want to learn what subject lines engage your audience? How about personalization? Do you want to know if the personal touch gets more opens? Does your audience respond to images with people, landscapes or humorous images? Does your audience respond better in the morning or evening? Should you use numbers in your subjects?

These are just some ideas when it comes to the purpose of your A/B test. You can pick any, just be sure to pick one reason why.

Next, you want to be purposeful in your test. Make sure that the item you’re testing is bold. For example:

  • Test an image of a woman and an image of a man.
  • Test a red call to action button against a blue one.
  • Test a subject line that is personal against one that includes stats.

When you are very deliberate with the items you are testing, you can use a smaller sample size. In addition, we recommend only testing two variants. Some programs will allow you to choose more, but two gives you better results.

Here are some ideas of things you can test:

  • Call to action
  • Subject line
  • Testimonials – included or not included
  • Layout of email
  • Personalization
  • Body Text
  • Headline
  • Images
  • Your Offer – for example, you might offer free shipping in one email and 20% off in another.
  • Send time (change hour or even day)

Before acting on future emails from the result of your last A/B test, make sure your results are statistically significant.

What do we mean? Well, if test A nets 2535 opens while test B nets 2756 opens, that’s not much of a difference. Be careful here when making a decision on test results.

While your program chose a “winner,” a small statistical difference doesn’t necessarily mean one is that much better than the other. Keep testing until you get results that statistically meaningful.

Once you’ve done the test, it can be easy to forget about it. Some marketers test the email and leave it at that. But, what if you learned that your email subscribers preferred images of women in your A/B test, yet in subsequent emails you used images of men?

That isn’t a good use of your testing data. If they preferred images of women in one email, continue to test this theory for a few more emails. If women win out, use images of women in future emails.

Final Thoughts

A/B testing is the key to emails that convert. Improving your conversion rates is after all one of the main goals of your email marketing.

A/B testing gives you the ability to improve not only the email you are testing, but the performance of all future emails.

It’s the best way to make measurable improvements with your email marketing. A/B testing gives you statistical data on the tactics that work with your chosen audience.

Keep track of your testing results and make a list so you can continue to test to see if you get the same results.

Your email A/B testing lets you reach your marketing goals while improving your email open rate, click through rate and conversion rate.

Each time you get statistically significant data, and act on it, you are one step closer to your goals.

It is important to continue testing on an ongoing basis. People and their needs change daily, so it’s important to test and keep track of your results.

One great strategy to use with your email marketing is linking email articles to your website. Are you ready to handle the traffic with optimized landing pages?

If you are ready to squeeze more profit out of your website by using email marketing to skyrocket growth among your current customers, that’s great! We’re here to help you optimize your landing pages to increase email conversions. In fact, we promise you we’ll do just that.

With our guarantee, you can rest assured we will increase your profits through landing page optimization.

If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Lachlan Donald

Improve Customer Retention With These 5 Tools

Did you know that it is seven times as expensive to acquire a new customer than it is for you to retain an existing one? Yet, companies everywhere focus more on acquisition than they do on retention.

What’s more, 63% of businesses feel that customer acquisition is a more important goal.

So, even though it’s more cost effective to improve customer retention, companies tend to throw marketing dollars at courting new business.

In this article, we encourage you not to neglect your best business prospects – these are your current customers. Create a strategy for customer retention to watch your profits soar.

Today, we look at how to improve customer retention with these five tools. First, let’s look at customer retention:

What is Customer Retention?

Studies show that retaining customers is better for your bottom line than working hard to acquire new ones. But, just what does customer retention mean?

Customer retention is the process you go through to encourage your current customers’ loyalty. Customer retention strategies work together to encourage your repeat business.

Consider this definition by Impact Learning Systems:

By definition, customer retention is the activity a company undertakes to prevent customers from defecting to alternative companies. Successful customer retention starts with the first contact and continues throughout the entire lifetime of the relationship.

Since customer retention is one of the most powerful ways to grow your business, we’re here to tell you that it is doable. The best part about customer retention is that you already have a relationship with these customers because they’ve already made at least one purchase from you.

They know your business and a little about at least one of your products. Now, it’s up to you to convince them to move forward with your business again and again. To help you do that, here’s how to improve customer retention with these five tools.

#1: Build Relationships

The most important part of your customer retention strategy is relationship building. Once your customer makes the first purchase, it’s time to personalize the message.

This allows you to tailor information to each customer’s needs.

For example, let’s say you purchase a pair of jeans on an eCommerce site. That company may then send you an email with product recommendations that might go with your new pair of jeans.

Alternatively, you might sell vacuum cleaners online. You could continue to build the relationship by offering emails that include cleaning tips and product recommendations on vacuum cleaner bags.