Visitors’ loyalty is fundamentally defined by the number of times visitors visit a specific website within a particular date range. It is an effective metric for a number of websites that gives companies an insight on whether visitors have a purport to visit their webpage again or to participate in what their webpage has to offer.
Understanding the importance of Visitors’ Loyalty
According to a research by Marketo, around 98 percent of the visitors who visit your webpage are unknown. This means, if you have 100,000 monthly visitors to your website, there would be no information to interact with 98,000 of them which is a huge number of prospective leads!
Therefore, it is tremendously imperative for companies to understand the dynamics of visitors’ loyalty and to appeal these incognito visitors and convert them into allegiant visitors and eventually into allegiant customers. After all, more staunch customers would mean more revenue.
Customer Loyalty Statistics: 2017 Edition reports that 82 percent of loyal consumers are “likely” or “very likely” to continue buying from a business and give it one more chance in case something goes haywire. In fact, incrementing consumer retention by a mere 5 percent can escalate revenues between 25 to 95 percent. On average, loyal customers have a value as high as 10 times of their initial purchase. Therefore, it is critical for companies to focus on attaining visitor/customer loyalty in order to achieve better ROIs.
It is also estimated that acquiring a new customer requires at least five times more cost as compared to retaining a present customer, as returning/loyal customers have a substantial ability to draw in new customers through the word of mouth. Thus, e-Word of mouth has become an influential force today. Remember the incident when Pepsi had to pull off its ad featuring Kendall Jenner? Instant social media response to the commercial was scornful. The overpoweringly deleterious social media reaction led the media to tag this advertisement as a catastrophe.
All this boils down to the ‘social proof’ or ‘consensus’ aspect of Cialdini’s Theory of Influence as according to him, people tend to follow what they visually perceive other individuals doing. Therefore, if a website has staunch visitors who are gratified with its products and services and are deeply engaged with its offerings, they can draw in more customers for the company.
Psychological ways of turning ‘anon’ visitors into ‘loyal’ visitors
The following are 5 psychological ways to earn loyalty of your visitors:
1. Customizing the website
As the website acts as a virtual doorway to a company, it is paramount to appeal the visitors through the corporate website. Your website can be customized in terms of cherry-picking the right color, theme, and layout that is alluring for a wide range of audience.
If you are a novice to website design, following are a few UX tricks you can easily implement to attract attention:
- Focus on crafting a captivating homepage for your website. It should include the chief messages that you wish to convey to your visitors.
- Link your logo and all other pages with your homepage and avoid big chunks of text. Keep it short and simple.
- Target a shorter loading time. Websites that take longer to load often make visitors leave as soon as they can. In fact, during a transaction, a delay of two seconds in loading time yields an abandonment rate as high as 87 percent.
- Avoid cluttering the space with too much text or animations. According to Crazy Egg, sufficient white space around content escalates the viewer’s attention by 20 percent.
- Ensure a responsive design that allows your website to alter its layout in accordance with the viewer’s display resolution, whether on a laptop, tablet PC or smartphone.
- Using a winning Call to Action can also help you attain high conversion for your webpage. It should be clearly visible and the color must be chosen carefully as different colors convey different messages.
- If your website lacks a Search option, locating relevant information may leave your visitors frustrated and they’ll stop visiting your website soon. Amazon is an excellent example of implementing a search bar on your webpage.
- Remember, if a picture is worth a thousand words, then a video is worth a thousand more! Eye-catching images and videos can make your website engaging right away.
2. Special offers, loyalty reward programs and discounts
According to a survey by Hawk Incentives, prior to a purchase, 79 percent of customers hunt for offers in loyalty and reward programs. Consequently, if a website proposes excellent offers and discounts then visitors are more liable to keep checking it every now and then. In fact, they withal apprise their friends and family in case there is some exciting deal offered by a webpage.
In the light of Robert Cialdini’s Theory of Influence, engender a ‘scarcity’ aspect, for example, by posting that offers are available for a limited time only to promote sales and to entice more number of visitors to your website within a short span of time.
3. Personalized content
SmarterHQ reports that millennials who desire personalized communications with a brand exhibit a 28 percent higher company loyalty than the rest. Similarly, according to Accenture, 41 percent of American customers stay staunch to companies that provide them the prospect to personalize products so as to come up with something that is tailored to them. Such is the puissance of personalization!
The content you post on a website has a similar impact on your visitors. The more degree of personalization you offer, the more your visitors will stay allegiant to you. Here’s how you can keep visitors coming back to your website through personalization:
- Customize your landing pages, for instance, by adding a list of products bought by the customers previously
- Actively participate on social media to connect with the wider audience. Use nostalgia to garner attention such as through throwback posts or refer to the customers’ childhood to establish a connection between customers’ emotions and your products/services.
- Have a featured section on your website that highlights some of the best products you have to offer in accordance with the season, occasion, or general customer behavior. For example; Chipotle’s “What’s New” segment is where they highlight videos, news, campaigns, and happenings.
- Employ generational marketing techniques to cater to a wider range of audience. No one size fits all when it comes to appealing your visitors. While the majority of the Baby Boomers and Generation X still prefer traditional TV over the internet, social media is a rage among millennials. So, come up with interactive social media campaigns such as Kit Kat’s 2015 campaign in which they developed the first ‘massage billboard’. It encouraged people to record their video and click pictures while using it and share it on their social media networks. Kit Kat also interacted with the social media users to encourage them to make use of the massage billboards. Consequently, it successfully entered the Columbian market. Share a Coke campaign is another excellent example of personalized marketing technique.
- Personalize your content on the basis of the customer location, past search history, and user profile such as gender, age and profession. You’d be surprised to know that around 48% of Americans anticipate companies to know them and help them find out new products or services that fit their requirements.
- Target different levels of Maslow’s Pyramid of Needs, for instance, for somebody motivated by the need for self-esteem, adapt your promotion approach to persuade them that using your product or service will fetch praises from their colleagues at work. Make your customers feel important and appreciated.
4. Building curiosity
Posting content either in the form of blog posts, landing pages, or social media posts that build curiosity can also help attract people to visit the website. However, it is paramount to note that your visitors should not feel cheated at any stage. Thus, clickbait headlines that end up disappointing the visitors should be dodged.
Here’s how you can build curiosity among your visitors:
- Use enticing headlines that intrigue the readers to click to know more. For example, UpWorthy develops curiosity by keeping the real subject of a story secret until you click. Therefore, it has attracted millions of readers overnight with this strategy.
- Post content regularly across an extensive range of themes and topics to attract a larger audience. This is what Buzzfeed does. They publish a lot of content every day and on varied subjects. This strategy also helps them diminish any “damages” of poorly-performing content by merely posting more often.
- Focus on posting content that goes viral in order to leverage the curiosity gap. This virality on social media results in more traffic to your website. As a result, you’ll perhaps reap greater ad revenues.
5. Winning trust (and hearts)
It is exceptionally imperative to win the trust of your visitors in order to keep them allegiant to your website. Some ways include putting up a site security shield and creating a USP that makes your website stand out.
Moreover, direct interaction with your customers, either in-person or online, can also help you make or break the reputation of your brand. According to a study, around 70% of customers’ perception of a brand is determined by their interaction with workers, and around 70% of consumers forsake a brand because of poor worker demeanor. Other statistics pertinent to brand perception and employee comportment can be seen in the image above.
Similarly, poor customer service is the reason why 82 percent of American customers abandon a brand. Hence, another way of winning trust of customers is by effectively interacting with them through social media. After all, as Theory of Influence explicates that people are easily convinced by other individuals that they like. Consequently, train your employees to present a good image of the brand in their public dealings.
Every company, whether an incipient startup or an established corporation, strives to uncover the secret to retaining visitors in order to perpetuate its business for years to come. However, in order to understand how customer retention is possible, it is imperative to first comprehend the drivers behind visitors’ allegiance and to come up with strategies that attract visitors to your website and encourage them to visit again and again.
The five psychological ways discussed in this article- if implemented correctly- can help companies in earning the loyalty of their visitors. Once your website visitors are converted into staunch visitors and customers, it’ll become more facile for you to gradually turn them into brand advocates.
Donna Moores is an experienced blogger and a content writer. She has gained an outstanding marketing experience within the biggest industries and businesses, which she pleasantly shares with the readers. Reach out to Donna on Twitter.