Today's a short exercise for you.
Take one minute and write down the top reason why customers come back to your store to buy again.
Keep it short.
Done?
Now open your store's homepage and start a timer.
How quickly can you find a mention of that reason on your homepage?
Could be in your headlines. Your content. Images. Anywhere.
In an ideal world this would take you only a few seconds. It should be clear and highly visible.
But many stores are so focused on new customers that they neglect speaking to their repeat customers. They assume those customers will remain loyal but don't give any incentive to do so. Then those customers go to a competitor and are never heard from again.
A vague or missing reason hurts new customer purchases also. If they can't see signs of happy customers buying again, they might wonder what went wrong. Where the products over-hyped? Did the service suck? Why are there no signs of happy customers?
Social proof like reviews, endorsements, and testimonials are great for filling this out but you'll need to do some massaging of the message to fit your top reason. If customers come back because your prices, then quotes about your service aren't going to hit the mark (and vice versa).
(An old copywriting technique would put customer quotes right by the copy saying the same message. Since it's from a customer though, it's more believable)
You can and should continue this exercises all throughout your store, but the homepage is a quick one to check and one that I see stores miss often.
If you're having problems with customers not coming back in-general, Repeat Customer Insights might help uncover why that's happening. Using its analyses you can figure out how to better target the good customers and let the bad ones go elsewhere.
Eric Davis
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