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Internet Retailers Leverage These 3 Tactics to Keep Users Coming Back

Posted on 3.23.2014

Every single Internet retailer has the same problem - keeping users returning to their website and ultimately buying more. Since it's less expensive (and more profitable) to retain rather than acquire, let's address three practical ways your e-commerce enterprise can ensure it is digitally poised to attract a repeat website visitor.

Share By Email: The email channel has proven increasingly vital in the real-time, data-driven world of e-commerce. Retailers are rightly concerned about cart abandonment and email is used regularly among top tier merchants for re-engaging users - and it has proven. Email remarketing has proven effective but there are still many others uses for the channel that retailers aren't fully taking advantage. For example, why not provide a feature that enables Web users to share their current cart with others through email. Not only will you support those users who are making a co-purchasing decision, you're also acquiring the email address of another prospective customers.

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Social Coupons: Most users of social networks are hesitant to share products with their friends, fans and followers. That is, unless they are being rewarded for doing so. While participating on social networks is one thing for Internet retailers, actively posting and engaging with an audience, the indirect approach is to let users share on their own - but again, they'll need motivation. Fortunately, the e-commerce platform you're using likely provides, or offers access to, a solution. For example, social coupons are an effective motivator that rewards users for sharing content. Social coupon sharing can be integrated into any page (cart, checkout, product) and can generate additional followers as well as the user that originally shares who wants to obtain the discount.

Online Wishlists: One of the main reasons for cart abandonment is that website visitors aren't always ready to purchase when you're ready to sell. Providing a website feature such as a wishlist offers a personalized experience and can be leveraged to attract users back to an e-commerce site. The wishlist feature proves most effective for those consumers considering the purchase of items/products that require greater consideration or deliberation. Wishlists should be shareable and merchants should consider tapping into the email channel in order to remind users of products left in their cart (perhaps incentivizing them with coupons to return).

These are far from the only three tactics that can be used to keep users coming back to your website. Care to share the methods you use to drive repeat visits? Just comment below and join the conversation with other Website Magazine readers.

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