How can your ecommerce store boost its customer retention rate in 2021?

Julian Byrne - Tuesday, January 12, 2021

The retail industry took a hit at the start of the pandemic – and, in a fashion, continues to do so as many companies are forced to keep their brick-and-mortar stores temporarily shut in line with lockdown restrictions. In sharp contrast, however, the COVID-19 era presents the world of ecommerce with a huge opportunity for growth.

Still, a big question is whether your online store can ensure what may have been its pandemic-sparked expansion lasts well into this New Year.

Regardless of how long the pandemic itself lingers in 2021, here are several strategies you could pursue to help keep your company’s ecommerce growth going.

Use the RFM model

The recency, frequency and monetary value (RFM) model enables you to classify customers on account of their shopping behaviour. One way to put it into practice is by assigning each of your customers a score from 1 to 5 on the measures of how recently they have bought, how often and the average monetary value of their orders.

So, a customer who scores 555 should probably be in line for VIP treatment, while one with a 255 score may be tempted back to your online shop by an automated email or text message.

Use customer onboarding to build relationships

Customer onboarding can work with both new customers and those whose transactional habits at your online store have waned. In either instance, though, your objective would be to foster a relationship that encourages the customer to buy repeatedly from you in the longer term.

So, while onboarding for a new customer might involve them registering an account with your online store and subscribing to its content, trying to win back a former customer could entail messaging them privately to thank them for their last order and offering them a discount code redeemable on a future order.

Regularly publish fresh content to keep shoppers... content

How many times have you seen, in your email inbox, a message focused on a specific product? The mere sight of this kind of message has probably made you think “not spam again”. That’s why your marketing campaigns can’t be limited to product-specific pieces like these.

While it would not always be of the best use to your customers, content that touches on pain points in their everyday lives would come across as much less self-publicising. This content can comprise articles and videos, for which we can help you to select the right keywords.

Keyword research and guest blogging are among the services we include as standard with our search engine marketing (SEM) packages here at Piranha Designs. We can help you to choose between our Bronze, Silver, Gold and Platinum packages if you directly reach out to us in the UK or Gibraltar.

What are the key elements an ecommerce product page should have?

Julian Byrne - Monday, December 21, 2020

Whatever components you place on a product detail page in your online store, you will wish them to form an engrossing, cohesive whole that helps inform your customers’ buying decisions.

Here, then, is a rundown of the elements you ought to include as standard on each of your ecommerce site’s pages that focus on a given product from the store’s inventory.

Photography

Naturally, when shopping online, customers can’t physically handle a product and turn it over like they would have the option of doing in a traditional brick-and-mortar store.

That’s why each of your product pages should include an array of photos – we would advise about six to eight – that capture the item from multiple different angles.

A price and call to action

The “call to action”, in this instance, would refer to that trusty “buy now” or “add to basket” button – which you would obviously wish to tempt the shopper to click.

As one major factor that could sway the buyer in that direction is the product’s price, you should display this prominently – possibly right near the call-to-action button.

A written description and specifications

Somebody somewhere might have coined the phrase “a picture is worth a thousand words”, but they certainly didn’t own an online store. Besides, you wouldn’t want as many as a thousand words in the textual description and specifications you include on a product page.

That’s because those descriptions should be punchy, specific and easy to understand. In other words, they should get straight to the point – although you should still be careful to include relevant keywords, which our SEO marketing experts can help you to research.

Reviews

Of course, you wouldn’t write these yourself but instead invite customers to do so. However, these reviews should still be given a special space on your product page, as they can constitute a form of “social proof” that backs up your own claims about the item.

Even if it’s a relatively new product that has attracted few reviews so far on your site, those reviews can play a big part in telling the product’s story.

Are you unsure about any aspect of optimising your e-tail store’s product pages to appeal more strongly to shoppers and search engine spiders alike? If so, don’t forget that the friendly and professional Piranha Designs team is always available for a chat when you get in touch with us in Gibraltar, London or Edinburgh.


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