The once-in-a-lifetime challenges of 2020 accelerated the adoption of e-commerce and online sales. In fact, during just the first 3 months of the pandemic, e-commerce penetration in the U.S. grew more quickly than it had in the last 10 years combined.

A tumultuous year likely left your digital marketing strategy under intense pressure to perform in 2021. As digital has become the primary (if not only) way to reach your customers, delivering a stand-out customer experience is more important than ever.

According to eConsultancy, 88% of online consumers are less likely to return to a website after a single bad experience. Don’t let this happen – a strong digital strategy is your best tool for achieving a better customer experience.

As a digital agency for 20+ years, we help our clients understand their customers needs and motivations to deliver compelling content and offers that guide their next action. Our marketing experts continuously optimize digital strategies to achieve our clients’ business goals.

Our work is centered on creating genuine customer experiences online (albeit, this can be complex and easier said that done). Through the years, we’ve noticed patterns with the types of issues our clients come to us to solve, including:

• “We can’t keep up with our customers’ changing demands.”
• “Abandonment rates are high and customers are losing interest.”
• “We set up automated campaigns, but we’re not seeing results.”

Sound familiar? Let’s address these common digital strategy mistakes and share quick tips on how to get back on track for the year ahead.

Research shows it’s far more expensive to acquire a new customer than to retain an existing one. Just consider the marketing or sales resources, proposal or RFP responses, multichannel acquisition campaigns, and more, that go into landing a new client, compared to the endless opportunities and automated efforts that drive repeat sales from a loyal customer.

While converting prospects into new customers is a crucial aspect of every business strategy, customer retention focuses on driving loyalty among your strongest supporters. According to Crazy Egg, returning customers spend 31% more than new customers. Moreover, when you release new products, existing customers are 50% more likely to try them out.

Data from eConsultancy supports this trend, finding that revenue add-to-cart rate for a repeat customer is 23.5%, versus a new shopper’s 5.29%. What’s more, returning customers drive $10.67 revenue per session, versus a new shopper’s $1.73 – an increase of 517%.

How are you keeping loyal customers coming back for more? The key to customer loyalty lies in delivering a consistent and simple multichannel customer journey. Think about a vacation you’ve taken: the better the experience, the more likely you are to plan a return trip.

The best customer experiences are easy. They may not be flashy or sexy, but they stand out for not standing out. Your customer get answers to their questions quickly, find the perfect products, get a refund without a hassle, autofill credit card information, access invoices fast – the list goes on.

Does your website provide a frictionless, intuitive user experience (UX) that helps customers find the products and information they need – and fast? Is your marketing on-brand, consistent, contextual, and providing value? We’re sharing four must-have digital strategies to deliver an easy and enjoyable shopping experience, deepen relationships, increase order frequency, and continuously drive repeat sales.

Your marketing team works tirelessly to drive consistent, high-quality traffic to your site. However, according to ReTargeter, only a mere two percent of web traffic converts on the first visit. Do you have a plan in place to recapture the attention of the other 98%?

To foster continued, sustainable growth for your business, it’s vital that you actively nurture new prospects, while motivating existing customers to come back time and time again. In fact, Bain & Company research found that repeat purchasers spend more frequently, generate larger transactions, and are more likely to recommend your brand and motivate new business.

Need help converting your website’s window shoppers into new customers, and nurturing existing buyers into loyal brand fans? A proactive re-engagement plan will raise brand awareness, increase website traffic, cultivate more personalized interactions, and grow sales – ultimately driving long-term customer loyalty and profitability. 

Learn how retargeting and remarketing strategies work and campaign optimization best practices to amplify your customer acquisition, retention, and maximization success. 

Retargeting and Remarketing – What’s the Difference? 

Frequently used interchangeably, retargeting and remarketing are valuable nurturing tactics to target and engage audiences who have already shown interest in your brand.

In both instances, a visitor browses your website, but leaves before converting. When you remarket or retarget, you attempt to bring them back to your website by reminding them of your brand, products, or services at a later moment. The visitor sees your advertisement when they’re browsing a different website or social network, or they’ll receive your email.  

The difference between retargeting and remarketing is in the channels used to accomplish these goals. Retargeting primarily uses paid digital ads to reconnect with visitors interacting on your website or social profiles, such as making a purchase, completing a webform, or leaving items in their shopping cart. Similarly, remarketing uses email to re-engage visitors who have previously taken action on your website.