While much of digital marketing focuses on attracting new visitors to different websites, customer retention is equally important — but it can cost less money. Once you have gotten potential customers to visit your site, you want to keep them coming back for more. When they have a positive experience on your website, visitors are not only more likely to come back, but they are also more likely to recommend your company to others.
As the focus shifts from growing an audience to keeping their interest, you can employ the following tactics to meet the needs of existing customers and increase return traffic.
Publish New Content
Whether your site focuses on selling products and services or educating your audience, you can give visitors a reason to come back as you regularly publish new content. New content indicates that you are invested in providing relevant information and that you are an expert in your industry.
Not only should you publish new content frequently, but you should also strive to keep to a schedule. When new content is reliably available, it builds a level of trust that visitors can count on. This also helps visitors create a routine based on when they regularly stop by your site.
If you struggle to come up with new content, create a running series of articles that tie together. A series of related content pieces can demonstrate your authority and knowledge regarding a specific topic. This helps readers feel confident about trusting the information that you provide.
Connect With Your Audience
Remind your audience about your content outside of your site by using social media and emailed newsletters. These tools are a great way to build brand awareness and promote special offers. Creating an opt-in mailing list increases your chance of connecting with customers who are interested in your content beyond an initial curiosity and can remind them of your business once they have left the site.
Just like emailing a newsletter, social media offers another channel to connect with site visitors and promote new content, special offers, and build credibility. Social media drives 31% of website traffic, so strong social media presence can make a significant difference in the volume of return visitors.
Instead of spending more time creating unique content for each platform, you can repurpose content from your site to use on social media and both generate new leads and retain existing customers.
Improve Site Usability
Now that the digital world is such a large part of business, visitors expect a certain level of simplicity and readability. Few customers stick around to navigate confusing websites. They will instead leave to find a similar site that is easier to use. By designing an experience that users can easily maneuver, you increase the chances that they will come back in the future.
Many potential customers will visit websites on mobile devices, so make sure your site is easy to navigate both on a desktop computer and on a phone. In order to keep customers coming back to your site for more, looks really do matter.
Personalize the Experience
In addition to making your site easy to navigate, you can customize it for returning visitors to increase their interest. If you are regularly publishing new content, make sure you clearly label or group new content to show repeat visitors where to look so they can get caught up.
Another great way to personalize the experience is showing site visitors content that is similar to what they previously viewed. Grouping products and information based on previous views allows your customers to find exactly what they are looking for, leading to a more positive browsing experience.
You can also personalize the user experience by keeping the most popular pieces of content easily visible. Showcasing content that is well-received builds a sense of community that most users enjoy, and they are more likely to share it with others if a large interest is already present.
Once you have invested the time and money in generating new clicks and visits to your website, keep your audience engaged with a personalized experience and new content. Whether you publish blog articles with tips and tricks or cover recent news in your industry, demonstrate your authority and give visitors a reason to come back.
By dedicating equal importance to retaining visitors as gaining new ones, you can build credibility and awareness of your brand. Visitors often like to feel like a part of a community, and a regular newsletter is a proven way to stay connected with customers and offer them an even more personalized experience.
The team at Grow can help you determine the best ways to increase website traffic from repeat visitors. We offer reliable strategies that you can depend on as you work to grow your brand. To learn more about how to effectively stay connected with your audience, visit our website.