Success! You’ve got a regular stream of sales coming in, but the cost of acquisition is so high, how do you make this more profitable? How do you increase the lifetime value of a customer by enticing them to come back?
A healthy customer retention rate is a key factor in any high growth business. You can’t be a high growth without it!
During this webinar, Tom Robertshaw, Ecommerce Evangelist at Space 48, will take you through how to factor in customer retention in all areas of the business. Whether this is improving auditing and improving website user experience or through identifying targetted email campaign opportunities.
You’ll learn:
A wide range of opportunities for re-engaging with customers
Different ways to evaluate your website performance and customer satisfaction
How to prioritise the newly identified opportunities so that you can take the next step and test them
Real-life examples of how our customers have increased revenues through successful customer retention strategies
3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Tom started his career as a Magento developer and
escaped to the world of ecommerce consultancy through
his agency’s acquisition by Space 48. Outside of this,
you’ll find him playing and watching soccer and rugby,
and most recently learning to ride a motorbike!
TOM ROBERTSHAW
Ecommerce Evangelist, Space 48
@bobbyshaw
5. 2 Why would they come back?
3 The many reasons why they aren’t
4 So, what can we do?
TABLE OF CONTENTS
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5 And when can we get it done by?
1 High growth, I like the sound of that
7. 40% of revenue comes from returning customers (Adobe)
Returning customers represent only 8% of visitors (Adobe)
Increasing customer retention by 5% increases profits by 25% - 95%. (Bain & Co)
Businesses with 40% repeat customers generated nearly 50% more revenue than
similar businesses with only a 10% repeat customers.(Sumall)
ACHIEVE HIGH GROWTH
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13. You reliably solve their problems and they think of you in a time of a new need
TWO PARTS TO THE EQUATION
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Experience Timing
14. Customer has a need
They arrive on your site
They are evaluating if you are likely to be able to fulfil that need
Your job is to show that you can
NEEDS
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15. Site is super simple to navigate
Shows all information needed clearly
Low friction design
Customer has confidence in what they’re doing
HIGH QUALITY USER EXPERIENCE
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25. Get more data on customer experiences
Directly: Questionnaires
Indirectly: Analytics tools with click tracking and heat mapping
USER EXPERIENCE
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26. Payment Section might not inspire confidence
Use gateways that customers are familiar with, .e.g. PayPal, Amazon, Stripe
PAYMENTS
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27. Slow/expensive shipping options provided
No shipping estimates provided, or worse, you miss them
SHIPPING OPTIONS
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47. As a team, decide on the factors that are important to you:
Frequency, Feasibility, Impact, Importance, Cost, Shininess
PRIORITIZATION
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49. Get something in place and working for every area.
Then iterate.
Don’t miss out because you were optimizing something else
DON’T OVER ENGINEER
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