How many times did a customer visit your site, explore your product, view articles, and then just leave? Or he was already ready to buy: he chose the product, put it in the basket and … closed the browser window.
Potential customers are leaving everyone – you are not alone! However, there are special tools that allow not only to return visitors to the site again, but also to turn them into customers. We will talk about how to return a user who left the site.
Use different tools, focusing on the task
There are several tools that can be used to return the user to the site. Let’s analyze each in more detail.
The main tasks of email marketing are:
- turning site visitors who left their contact into customers;
- motivation of existing customers for repeat purchases;
- increasing loyalty, informing about products.
For implementation, you need a database of contacts, a budget for paying for the electronic mailing service and a team that will create content.
The disadvantage of this tool: despite the fact that e-mail marketing is personalized and contacts are left by users voluntarily, many still equate it with spam and do not pay attention to offers from mailing lists.
2. Paid advertising
A very versatile and effective tool, especially when it comes to returning a client to the site. There are several types of retargeting: contextual advertising, advertising in social networks.
Each niche has its own ways of implementing remarketing, but advertising through Google Ads and social networks is one of the most used tools.
There are many types of retargeting. When choosing, it is important to consider at what stage the client left: did not take a single action, abandoned the cart, did not order anything for a long time, etc.
Messages via instant messengers are great as a means of reminding the visitor about the pending actions on the site. Sending to messengers is a more modern and effective way of notifications.
Such a tool is aimed more at a younger audience, however, as with email, there is a possibility that the user will delete the message without reading it. To avoid this, pay attention to the presentation – in what style you write the message, what you offer. It is also important to choose the messenger that your target audience uses.
4. Push Notifications
Thanks to push notifications, you can simply and quickly tell users about new events, order status, promotions, or new products. However, it is worth considering the fact that often notifications are simply distracting – especially those that people have subscribed to for a long time and have already forgotten about them.
In this case, the risk of unsubscribing and losing a potential client increases. How to avoid it? Return the client immediately, without shelving this tool.
How effective this or that method of returning a user will be depends on the submission of a message and further work with the departed client.
Even those methods that seem irrelevant at the moment can work better under certain conditions and a competent approach. Therefore, I recommend testing different tools, analyzing the results and choosing a tool for your specific situation and task.
And if situations and tasks can be different, the goal of returning a client is most often the same – conversion. What else can be done to get closer to its implementation?
Carefully work out a new offer
It is much more interesting to talk about what exactly to offer the client for the sake of his conversion actions. 🙂 Now every second or third advertiser offers discounts and promo codes. Thus, companies merge into a single mass, which dumps the common market.
Therefore, I recommend not to be like everyone else, but to carefully work out a new proposal.
- Analyze the possible reasons for the client leaving (expensive, moved to another city, did not understand the site, did not find answers to questions, etc.).
- Conduct a survey among your company’s employees. Ask what information they lack on the site or what exactly can motivate them to take a targeted action.
- Conduct a survey among existing customers of the company: “What prompted you to make a purchase?”. Collect feedback. A telephone conversation increases the chances of getting a response. In addition, you can use questionnaires through social networks, where the audience is active and involved. SMS and email newsletters already require additional customer motivation through bonuses and gift promo codes.
- Brainstorm among employees. Based on the answers, develop a unique offer that will help not only return the client to the site, but also motivate him to take the targeted action.
Read Also: How to prevent bots from clicking on the advertising budget or Where fraudulent traffic is hiding
When implementing the project “Cottage village ” Cranes ” ” to attract customers, we used a creative with the wording “This house can become yours.” As a result, we found that not all clients completed the target action.
Then, for an advertising campaign aimed at returning customers, we offered the customer the following wording: we will help with the purchase of a house (collection of all documents, assistance with a mortgage, etc.). Now our creative had the inscription “Let’s help with the purchase of a house at 2.7%”.
What did we get? Traffic quality improvements:
- bounce rate fell by 33%;
- page browsing depth increased by 53%;
- website visit time increased by 44%;
- CTR has not changed;
- with old creatives, there were almost no conversions. But thanks to the new offer, the number of conversions has tripled.
Thus, based on the quality indicators of the returning audience, the traffic was interested in our offer (even though the click-through rate (CTR) did not increase much).
We managed not only to bring the audience back to the site (this is usually not the most difficult task), but also to interest them, keep them on the site, and convince some of them to contact the sales department!
So, you can return visitors to the site using the following tools: email newsletters, paid advertising, instant messengers, push notifications. Do not forget that any tool must be used, competently approaching the solution of each specific problem.
Think carefully about the new offer to not only return the visitor to the site, but also convert him into a client. Test different techniques and choose what is right for your business.