It is obvious that some of the businesses grew significantly during the lockdown.
One of my clients managed to obtain almost 20.000 new customers for March and April while the average number for 1 month was about 2-3k. Of course that was a great increase of the customer base but we noticed the returning rate lowered down significantly as well.
Usually the returning customer rate for this client is 60% and a client reorders the product after 3-4 weeks. So there’s been enough time already to figure out that the behaviour of the customers obtained during the lockdown differs from the usual behaviour of customers.
This huge amount of first-time customers should’ve increased the additional revenue the business is usually getting but it didn’t happen unfortunately. So we figured out that it is really important to create additional offers and email sequences in order to retain the customers we got during the lockdown.
Step 1: Create New Offers for Returning Customers
In the case of this business there is one starter kit which is the first purchase of the customers and additional supplement products which attract the returning customers.
So we decided to create new bundles of the best-selling supplement products, we built additional landing pages describing these offers. And started promoting these offers both through Facebook and through emails.
The key to obtaining returning customers with these offers is the copy! It is essential to show the customers that they are special. That they made the right choice to become a customer of your shop. You can also thank them for purchasing your product during the difficult times of Covid-19 And present your special offers as a gift for their support.
You can also add discounts and ending dates of these offers to encourage customers to purchase.
Step 2: Create An Email Sequence Loaded With Valuable Content
For example, tutorials or DIY instructions – anything that increases the value of your products.
You need to increase the interest of your customer to your product once again. And after a sequence of a couple valuable emails you can end it up with the offers you built on the first step.
Step 3: Build An Online Community
This particular client has a really huge community and it is another way of communicating with customers. By a huge community I mean over 50.000 followers on Facebook and it is another great source for promoting the offers for the existing customers.
It’s not only a way of promoting the offers, but also a fun way of spreading useful information. In addition to that it’s a very good platform for competitions, lives and so on.
This community increases the engagement of the customers with the brand and with other customers so makes the probabilities of additional purchases very high.
So all of these ways of engaging first-time customers and transforming them into returning customers will help you grow the average order value of your store.
And even a $10 increase in the AOV makes a huge difference for your revenue.
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