Peat and Re-peat: Targeting Repeating Customers
Differentiating between browsing visitors and returning visitors of your site can lead to the right actions of building a great relationship with people who want to have a reason to return to your brand for their needs. What are these right actions? As discussed in a “How To” article on marketingsherpa.com, there are five simple steps to QUADRUPLE conversion from your repeating customers.
Sound good? As an example, the article used a company called DYMO which is a manufacturer of label printers and the insight of the company’s Director of Web Marketing and CRM, Michael Klazema. In preparation to taking steps, the company gathered any and all website data and user surveys and took the time to really sit down and analyze the data. “A very significant percentage of site visitors were owners [of DYMO products], not new visitors or people contemplating to buy a new label printer. Nine out of 10 cases, going through our customer support calls and our online support section, were all related to the printer that they own or use,” says Klazema.
Klazema and his team took this information and launched a special section of their site devoted to returning customers. From here the steps began, step #1 was to determine how to personalize pages, this led to step #2 which is to determine what data would be required in order for a profile to formulate. Step #3 requires your website to allow users to register products.
Let them tell you what they “also have”. Step #4 and 5 involved using timely information that directly related to proposing products that they may have ran out of or didn’t know that they needed in addition to other products, and doing so without forcing the customers to provide any information. No one likes to have to jump through hoops just to get what they want.
The My DYMO site allowed users the options as to what level of information they were willing to give and therefore giving them the information and ability to purchase products based on what information they were willing to give.