One of the most important traffic metrics of any site is the return visitors percentage. It is an indication that the site is meeting the needs of visitors and serving quality content which they can't wait to tell their networks about. As a result visitors are converted into loyal ambassadors. A site that can effectively convert visitors into loyal customers need not spend so much time and money on marketing. In this tutorial, we will explore how to build customer loyalty.
Make your site feel human
Some of the fastest growing companies of modern times don't fill their marketing with technical jargon. They make sure that all customer-facing-communications are easy to understand. A company that does this is exceptionally well is Apple. Read any of their product descriptions and you will notice that they are written in plain, conversational language. Some people find implementing this fairly daunting. This is understandable because they don't want to risk seeming unprofessional. However, it simply works! Apple have become the world's biggest brand partly due to having a conversational voice. In a recent survey consisting of 1400 people, 92% ticked "Apple understands me." In order to implement a winning voice, start with your "About" page. Pretend that you have just met a stranger in a restaurant and only have a minute to explain exactly what you do. If you have up-market clients, giving your company a unique voice is like a breath of fresh air because most up-market sites are filled with jargon. Furthermore, it gives your business a natural voice, almost like a close friend.
Under promise and over-deliver
Nothing loses more customers and generates more negativity than a business that promises the world and disappoints. In fact, the White House Office of Consumer Affairs showed that ,on average, a customer who has had a bad service experience tells twice as many people as a customer who had a good one. It can be incredibly tempting to over-promise in order to put your business ahead of competitors. As a general rule, loyalty is built when a business exceeds expectations.
For implementation purposes, surprise first time customers with a free gift. Ideas include; a discount for their next order, an ebook, pen, or membership into your 'VIP club'. For an example of this technique, look no further than Casinos. They give out free champagne, chauffeur rides, and hotel rooms, knowing full well that this makes gamblers feel special and therefore more likely to spend more money at the tables. Bonus tip: Alcohol makes people spend more.
The psychology of loyalty
In order to supercharge customer loyalty, an appreciation of consumer psychology is necessary. Every human being has an innate desire for certain things. Brands that gain knowledge of these needs are able to use it in order to create fanatical customers. Today, you will find out exactly what the main ones are.
We have a 'built in' need to be of higher status. This goes back to our hunter-gathering ancestors. Back then, individuals of higher status were more likely to survive, grow, and find a healthy mate to reproduce with. As a result, the need for higher status has been passed down through generations. The luxury car industry is the best at exploiting our need for status. Watch any luxury car advert and you might see an attractive man, with an expensive watch, driving out of a mansion with a beautiful lady in the passenger's seat. They know that buying is primarily based on irrational thought. They could give you detailed specifications about how powerful the car is. They don't because it doesn't tap into the subconscious. This technique is so powerful because they are able to tell your subconscious that: "Buy this car and everything you have ever desired is yours." In order to implement this for your business, the next time you describe a product or service mention the status it brings. For example, "With these exclusive shoes on your feet, friends are bound to take a second look."
We are a lazy species. We come up with new inventions on a daily basis to make our lives easier and ensure that as time goes by we do less and less. Weight loss companies have been exploiting this human trait for decades. They tend to use phrases along the lines of: "Why go to the gym when you can buy this pill and lose weight while you sleep. No exercise or dieting required." Obviously, no such pill exists because if it did the inventor will become a billionaire overnight; however, such phrases work time and time again. In fact, the weight loss industry is worth approximately $590 billion dollars. A major industry built on being able to sell ease. When describing your product or service, convey how it makes life easier.
As an example, let's go back to the previous example about the shoes and add an element of ease. When we do this it reads like this:
"Strategically placed cushioning and a high-quality sole ensures that these shoes are like walking on a cloud and easy to slip into. With these exclusive shoes on your feet, friends are bound to take a second look."
## Social proof
Humans have a pack mentality. We don't like to be the first ones to try out a product or service. Moreover, we want to see proof in the form of testimonials. Have you noticed that sales pages are always filled with testimonials? This is called social proof and has a huge effect on customer loyalty. This begs the question: How does a new business establish social proof? By using well-known objects, facts, and news as leverage. Below are two examples.
- When the Bugatti Veyron was first introduced, it was touted as having the engine of a jet fighter. That immediately told consumers and the press that it was fast.
Some companies in the beauty industry mention that Cleopatra prepared a similar body cream in order to maintain her beauty. It is a well-known fact that Cleopatra was a beautiful woman. Interestingly, such 'facts' aren't verifiable.
For implementation purposes, link your product to a well-known fact or event. Back to our shoes example, we are now going to give our shoes social proof. The text will now read like this:
"The leather from these shoes are adored by Hollywood celebrities for their quality, premium feel and glamorous appearance. Strategically placed cushioning and high-quality sole enusres that these shoes are like walking on a cloud and easy to slip into. With these exclusive shoes on your feet, friends are bound to take a second look."
Hard selling is the easiest way to kill loyalty in a customer. Metaphorically speaking, the customer-client bond is like a relationship. Like in a normal relationship, there are few things more off-putting than a desperate/needy partner. Once you remind a prospect that you need to make a sale, it becomes an uphill battle to gain their trust. For instance, most high-end car dealerships don't even display prices. They give visitors a refreshment and invite them to take a look. They are confident that their cars basically sell themselves. This confidence is transferred to customers. For implementation purposes, show that you have 100% confidence in your offering. For instance mention that you look forward to congratulating the lucky people who are able to get their hands on your next product because you know what a big difference to their lives it will make,
To conclude, by implementing these strategies into your business, you are practically bound to see results. We hope that you have found this guide on generating customer loyalty useful.