[.is--yellow-highlight]Imaginons que vous souhaitez avoir plus de clients pour votre site e-commerce.[.is--yellow-highlight]
Le chemin le plus rapide d’y arriver, c’est par la rétention client !
The customers you already have are the most profitable. It's time to look at what works to turn them into return customers.
Non, on vous dit pas d’arrêter de faire de l’acquisition. Mais son coût a explosé : aux US, il est passé de 9$ à 29$ en 10 ans selon cette étude.
Just look at the breakdown of your e-commerce revenues. For the Smile.io platform, 8% of online customers generate 41% of a merchant's revenue! That's your core of loyal customers, the ones who keep your store running, if you like. And we're going to make sure there are more and more of them.
At Hey Pongo, we help e-tailers collect data on the frequency of their visits. This allows us to send automated SMS messages targeted according to customer profiles, but also to get great stats! In our loyalty tool :
A customer who has already bought once has [.is--yellow-highlight]35.5% chance of coming back a 2nd time[.is--yellow-highlight].
First of all, that's great. The random Internet user who visits your site has only a 2.96% chance of completing the purchase (that's the average conversion rate in e-commerce).
But that's where it gets interesting:
A customer who has been here twice is [.is--yellow-highlight]69.2% more likely to come back a 3rd time[.is--yellow-highlight].
A customer who has already been here three times has [.is--yellow-highlight]79.2% chance of coming back a 4th time[.is--yellow-highlight].
And so on...
As you can see, customer retention is the virtuous circle that makes your business so profitable.
Noooo, not with coupons! They're commonplace in e-commerce, but we don't recommend them at all. Because customers who come back for a coupon expect to receive one on every visit. And you don't want to break your margin... We prefer to focus on customer retention through clever loyalty programs and personalization, which keep customers coming back to an e-commerce site without impacting your margin.
This is one of the things you don't learn right away in e-commerce. Normal: when you launch a business, you have to think acquisition, acquisition and more acquisition.
But existing customers are much more likely to come back, as we've seen. And what's more, it's much easier to talk to them.
If they join your loyalty program, you can follow up by SMS. And if they've signed up for your newsletter (in exchange for a 10% coupon), you've got their email address.
You have the contact information of people who have already bought from you, and that's huge. Whereas in acquisition, you do a bit of retargeting, and a lot of "guesswork".
If your customers are enrolled in your loyalty program, you can relaunch them with automated SMS messages or one-off campaigns. And it's much easier and more cost-effective than acquisition.
The average basket is higher among loyal customers.
It's true all the time.
A statistic that proves it: among the 10% of customers who return most frequently, the average basket is doubled!
And it gets better: repeat customers tend to spend more at key times of the year. Money time is a bit like Black Friday at Christmas. Over-solicited, customers go where they know: 38.4% of e-commerce sales during this period are attributed to repeat customers.
Returning customers tend to recommend you to their friends and family, leave you Google reviews and make referrals. In a way, they're your ambassadors.
With a loyalty program, you can send them an automatic SMS after a certain number of purchases to ask for their opinion.
[.is--yellow-highlight]That's what 900.care has done: the e-commerce site has earned 150 Trustpilot reviews in just 3 days! [.is--yellow-highlight]
It automatically sends a gift wheel game to its best customers, who leave feedback.
Getting customers to make repeat purchases has become absolutely vital at a time when acquisition costs have soared.
On average, customer acquisition costs French DNVBs €32 per person (Digital Native Group study). At this rate, a single purchase is no longer enough to make the acquisition profitable!
Repeat purchases (up to and including subscriptions) have become THE criterion for securing the future of e-commerce sites.
