Audience retention on the website

To increase the number of customers, don't lose them. Get customers interested in coming back to your site and buying from you regularly. And a product that solves problems isn't enough. Pay attention to 14 tactics that will help bring customers back to your site. 

Funnel.

Analytics are important for audience retention. Create a funnel to find out what features users demand, what areas of the site they ignore, what pages they leave the site from. 

Find out how users use the product. This is the first step to creating a customer retention strategy.

Newsletters.

Newsletters seem annoying, but they help you stay in touch with subscribers. Emails are a cost-effective way to inform users of changes and remind them of your existence. We forget what we signed up for.

Useful emails that get read will bring users back to the site, increase interest.

Drip marketing.

Drip campaigns (drip campaigns) lead the site visitor through a transactional funnel. Messages that are related to the user's actions on the site attract visitors who have stopped coming to the site. Messages can be mass and segment-specific.

A drip campaign directs users and helps them reach a goal.

Blog.

Offer visitors more than just a product. Become a part of users' lives. Explore desires and problems, create attractive and useful content. 

Subscription.

An annual subscription for users who pay monthly will reduce user churn. But we don't like long-term financial commitments without tangible bonuses.

Offer the best, make sure the benefits are clear. Companies offer 20% off, a month free or extra features, gifts. You can send out emails to users who have signed up for a monthly plan near the end of the paid period.

Survey.

Improve your offer. Current customers are the best source of information about your product. To improve it, find out what they think about it. Users don't like surveys, so don't attack them with questions. Prepare a 2-3 question survey and offer it to returning visitors. Ask what they would like to change, what is annoying and what is missing.

To do no harm, don't ask unengaged visitors, don't ask a lot of questions and don't be partial to surveys.

Exit survey.

Some users will leave you for good: stop using your services, cancel subscriptions. Use surveys to figure out how to keep similar customers. 

And Hubspot turns a sad event into a celebration and sends unsubscribing customers a video.

Change.

Develop your product, add features to keep users interested. By the way, surveys will help you with this. 

Change, improve the functionality based on experience and analysis of user behaviour.

Customer support.

Taking care of your customers ensures that they will come back and tell their friends about you. Respond to queries promptly, send automated emails when certain events occur. Show customers that you are real people and treat them the same way. 

Community.

Create a community to keep customers and site visitors within reach. For inspiration: inbound.org, created by HubSpot and Moz. On this platform, marketers share articles on topics of interest.

Gamification.

Competition motivates, so successful online projects use gamification. Collecting badges, battling for rankings and influencing the final result keep the customer on the site.

Loyalty programme.

Show customers that their actions mean more than individual transactions. Develop loyalty programmes, award points, give gifts. 

For example, Gilt Insider developed a tiered structure. The more points a customer has, the more exclusive offers are available to them. You can get privileges not only by buying, but also by visiting the site daily and inviting friends.

Another example of a loyalty programme, the Van Dal Shoes website awards one point for every pound spent. The best part is that bonus points are also given for ordering above average amounts or for completing tasks such as reviews, which is good for site development.

Widgets for browsers.

Explore functionality that will enhance your core product, think about those that make it easier to access your product. Create a browser widget. Audiences will interact with your product more often and more easily, it will become a habit.

One-click imgur extension uploads images to their filehosting from anywhere. Buffer will help share content from sites your customers read on social media.

API.

Integrating with other products will help attract new users and retain current ones. When you connect your product to others that your customers use, you'll make their lives easier.
Survey loyal users to understand where to start. Formulate several integration options and promote to customers.