Moving to online shopping from the traditional way caused lots of changes. As time goes by, the need to create an interactive and fun shopping experience is continuously increasing. Providing a personalized shopping journey on a site is a necessity to survive on the e-commerce market. Increase buying frequency to improve conversion rate optimization and to become a top of mind brand for customers.

Increasing buying frequency is directly linked to the next steps I will present you. Test every step on your e-commerce business, evaluate the results and see which one is the most efficient. Do not take them for granted, but personalize each tactic according to your goals and business.

1.Loyalty programs

Implementing loyalty programs on your website has two main benefits: it develops a great relationship with customers and, also, it boosts your revenue. Design a points-based customer loyalty program to reward customers for purchases, interactions, social sharing, and referrals.

In the long term overview, investing in a loyalty program proves to be the right way to go, because the cost is less to maintain that it costs to acquire new ones. Customize the programs to your audience, using segmentation criteria that best fit your needs.

Besides designing engaging loyalty programs, marketers and CRO specialists might need to focus on getting new visitors and customers on site. One important part of acquiring traffic is to reach the right people with paid advertising. For this, you need to understand the media fragmentation and identify the best opportunity for your business.

2.Promotions and special offers

Promotions can to wonders to your conversion rate. If customers know they can find the products they want at a lower price because you offer promotions they’ll probably visit the website more often. Also, if they discover a great deal on your e-shop, they’ll tell about it to their friends and family. Word of mouth advertising is one of the best advertising channel, because people tend to trust more the words of a friend than an advertiser.

increase buying frequency

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Keep in mind that promotions must be created according to specific objectives, and it is useless to launch promotions just because you’ve heard it works. Design your campaigns after a clear plan, knowing what results you want to reach.

A well-designed promotion addresses to a specific audience. Every e-commerce store that wants to qualify as successful and sustainable must investigate and segment its audience because not all visitors are the same. For example, with Omniconvert’s technology, you can segment your traffic using several criteria:

  • traffic source
  • purchase history
  • actions on site such as:
    • pages seen on site
    • time on site
    • landing page
  • new vs. returning visitors
  • device
  • operating systems
  • cookie
  • UTM parameters
  • location
  • weather conditions
  • average order value

For instance, you can address the customers that have items in the cart page, but want to leave the shopping cart without ordering. Display them an on-exit pop-up, communicating them a “10% discount for the current order” or “Free shipping if you order now”. The main idea is to create personalized pieces of content for each persona.

Here’s an example from one of your clients, Tina R, which will demonstrate the power of personalization. The conversion rate increased by 42,68% by simply adding a size filter within a pop-up on site:

tinar

Here’s the full case study TinaR.

Also, in order to reduce the cart abandonment rate, you can offer them a small gift on the cart page to persuade them to order. If you are an online perfume retailer, offer them a sample.

There is no need to always give customers money savings. Great and free content is much appreciated, especially in industries such as fashion, home, and gardening. If the order is placed now, besides the items they have selected, they’ll get “The Ultimate Guide To Design The Perfect Garden” . Give them whatever they need. To find out what kind of information customers want to see on your website, conduct a piece of research and launch a segmented survey.

There are several types of promotions you can display:

  • discounts for orders or specific products

This type of promotion might come as a deduction of a percentage of the total purchase or as a reduced fix amount of money.

For instance, here’s how Mango does it:

exemplu_30_

  • subscription discounts

This type of promotion is very useful because it helps you collect leads, build up email lists and also to engage customers. For instance, offer a “10% discount for the next order if you sign up to our newsletter” or “Free shipping if you sign up to our weekly fashion recommendation”.

  • shipping and return discounts

Free shipping is the top reason customers buy online. According to this studies, 43% respondents say that free shipping is the first reason they’d buy groceries online.

If you cannot provide full time free delivery, here’s an example of a good technique from Zappos:

3.Free trials

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Within a free trial, people get to know your product and how to use your program. Give them a 14 days free trial and make the best of their experience, trying to convince them to use your product. Show them you are worth investing in. In case that customers do not choose to use your service furthermore, investigate the reasons why they leave. Solve any problem and contact them again, communicating they no longer have to worry about that. Nurture every lead you have and transform them into paying customers.

4.Frecquent and constant communication

For any business, whether it’s online or offline, it’s crucial to know your customers and what they want. But, if you do not stay in touch with them, all the information you have might be useless. Remember that customers respond to something they see more often.

For example, think about how often you send a newsletter. Every time you send them an email you remind customers to buy. Address to your customers more often and they’ll engage easier because of the allowance concept.

 

5.Gamification

The sole purpose of gamification in e-commerce is to create a more entertaining shopping experience. Add gamification on your e-store and see how your customers are reacting. According to the type of gamification users, there are different ways to approach gamification:

  • Enjoyer

Game mechanics: luck, quick games, prizes, boosters;

Activation: Wheel of luck, Mystery wheel;

  • Farmer

Game mechanics: badges, levels, simple tasks;

Activation: Reviews badges;

  • Self sicker

Game mechanics: leader boards, duels;

Activation: User ratings;

  • Networker

Game mechanics: chats, mentoring, community;

Activation: Reviews badges;

In conclusion, make sure to use the tactics above on your e-commerce website if you want to increase purchase frequency! Happy conversions!

ASAP