As much as you might sometimes wish otherwise, your site visitors don’t exist in a state of perfect isolation. They’re browsing your site while surrounded by all manner of possible distractions – sat in their kitchen with their children yapping for their attention, or enjoying a quick lunch break before their boss calls them back into the office, or waiting for a taxi to arrive at their home… the list goes on.
Your site is effectively competing with all manner of ‘real life’ things for your visitors’ attention. So if they do get distracted and then forget about your site, how can you attract them back?
Be more memorable than any of your competitors
While many of us might bemoan popular tabloid news sites that attract attention through lurid headlines and sensationalism rather than truth, the reality is that making your site memorable does work a treat for getting people to make repeat visits.
Sometimes, that principle is taken to extremes – just take a look at the famously garish website for LingsCars, for instance. It’s a genuine business, but you might not have thought so at first glance. Nonetheless, it’s not a website you’re going to forget in a hurry.
But there are other, slightly milder ways to make your business’s site memorable, such as by giving your brand a quirky name, having an entertaining and engaging tone of voice or investing in video ads that are ripe to go viral.
Establish a means of ongoing customer communication
Obtaining a prospective customer’s contact details, or getting them to follow you in some other way online, takes the pressure off your company to immediately convert their interest into a sale. You won’t have to do it within one session, and can instead persuade them over a period of days, weeks, months or even years.
So, how can you establish that means of communication? Well, you could offer them a tempting, no-brainer deal – such as a free trial or demo – with a tiny commitment, such as providing their email address or other contact details, that makes it an almost impossible offer to refuse.
Convincing your visitors to follow your brand on Facebook, Twitter or a similarly popular social platform is another potentially good move. This will be made much easier if your social feeds provide a rich stream of content that is engaging, relevant and usable for your target audience.
Or why not launch an ad retargeting campaign? There’s a strong likelihood that if a given target customer was sufficiently interested in your site once, a well-placed ad will convince them to come back.
How could we help your firm with its 2018 goals?
The above steps can do a lot to ensure that a customer relationship that would’ve otherwise been a one-night stand becomes a longer-term commitment. But there’s much more that we can do to enhance your brand’s online fortunes here at Piranha Designs.