How to Increase Brand Loyalty and Customer Retention

Attracting people to your online store is tough, but losing them before they convert into a customer is easy. As per stats, the average conversion rate of an online store is as low as 2 to 3 percent.

If you are running an online store, it’s crucial to establish a strong path to conversion: one that will encourage shoppers to complete a purchase once they are on your site or even after they leave your site.

Here are three such ways that you can use to encourage your shoppers to complete their purchase and boost your e-commerce website’s sales.

1. Use Exit-intent Popovers to Increase Conversions

Shopping cart abandonment is a huge problem for e-commerce industries. As per BI Intelligence research, Shopping cart abandonment is increasing and will continue to do so as more consumers shift to online and mobile shopping.  So instead of waiting for these potential prospects to abandon your cart and retargeting them with a cart recovery email or series, you can actually proactively address these abandoners by using an exit-intent popup.

So what are exit-intent popups and what they can do for you?

As the name suggests these are the popups that appear the moment you are about to leave the site. They give you a second chance to recapture your shoppers’ attention before they finally leave your site. An e-commerce site can use these popups as an instant cart recovery tool. The moment a shopper is about to abandon its cart you can use this popup to offer an incentive like a free shipping, discount voucher, a free gift or no question asked exchange policy to lure these prospects to complete their transaction.

Tip: Offer something which highlights the benefit of completing the purchase at that moment. For example: For high-value items like diamond jewelry you can offer a no question asked refund policy to encourage people to complete their purchase without thinking twice.

Test out several different offers to see which one generates the most purchases and decide accordingly.

2. Use Email Marketing to Drive More Conversions

Using email marketing to increase your ecommerce conversions may sound like a no-brainer, but it isn’t. Now let me tell you why? Even though almost every brand is using abandoned cart email to increase its conversions, but there are very few brands who are using wish list campaigns even though almost all of them have wish list functionality on their site.

Are you using wish list campaigns? If not, you are leaving money on the table. Actually, quite a lot of money.

If you are not using these campaigns or don’t know how to use them, don’t worry. There are a number of ways you can use these campaigns to delight your subscribers and boost your conversions.

Here are 5 types of campaigns that you can send using the data you’ve captured from your wish list feature:

  1. Send about to go out of stock messages:

    Urgency is a great motivator when used effectively it’s a surefire way to increase your ecommerce conversions.

Modcloth, for example, does a great job of using this technique in its email message. Take a look.

Customer Retention

  1. Back-in-stock messages

Remember, your success lies in the hands of your customers, and you should make it a point to nurture each and every customer at every point. Sending back in stock messages is a great way to show customers you care about their choices and you believe in delivering what they are interested in. Here is an example:


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Back-in-stock messages


  1. Wishlist on sale email

Like urgency, a discount is also great motivator it induces people to take an instant action especially in the case of products they are already interested in. Here is an example from Polyvore, a community-powered social commerce website:

Customer Retention


  1. Send suggestions based on item added to wishlist

Wishlist feature for e-commerce work in two different ways: It allows shoppers to add a product they like but don’t want to buy at that particular point in time. And, it allows them to add a product they wanted to buy but could not buy at that particular point of time due to its non-availability was also known as a waitlist.

You can send some relevant suggestion to subscribers on the basis of their waitlist history. I’ve received an email like this from “Gilt” take a look:

Customer Retention

Other than that you can also use email marketing to send a reminder to product page abandoners. The reason being that it’s among one of the most critical points where the shopper tends to leave away the shopping process.  Sending reminders gives you a chance to woo these shoppers back to your site and increases your chances of conversions.

  1. Simply inform them about their Wish List

Chances are high if a shopper place an item on their wish list they will purchase it next time they return to your e-commerce store. But, sometimes shoppers add a product in a wish list and forgets about it. By sending these email, you can remind them of the product and make it easier for them to complete the shopping.

3. Use Personalization to Increase Conversions

Like in real life, the more personalized shopping experience you get the more the chances that you will buy the product, same is the case with online shopping. The more personalized web experience you offer to your shoppers the more the chances that they’ll convert into a customer or loyal customer.

You can show personalized recommendations based on a shopper’s viewing and purchase history.


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