Customer loyalty is measured in repeat purchases and referrals and is one of the key drivers for online profitability. To build customer loyalty in your E-commerce business it is essential to make your customers feel that they are your top priority, not just another dollar sign.  Many businesses focus on gaining new customers, yet the cost of doing so far outweighs that of retaining current ones.  Try these ideas to build loyalty into your online customers.

1. Make Your Website Easy to Navigate
Are people able to purchase with no more than 3 clicks of the mouse?  Do you have a site map for those who can’t find what they’re looking for on the menu?  Do you have a support section where you’ve anticipated possible questions customers might have and provided the answers?  Are customers able to create an account that remembers their information so they don’t have to re-enter with each purchase? The more turn-key you can make your site, the more resulting sales and likelihood that customers will return.

2. Follow-Up on all Enquiries
Adopt a policy that you will answer all e-mails and phone calls the same business day or quicker and watch how your business grows.  With mass communication and competition consumers expect to be treated as a priority in their business dealings.  Even if you don’t have the time to answer the specific question at the moment, a quick e-mail stating that you’ll reply within 1 business day is usually sufficient to quell the most demanding of customers. 

3. Communicate Regularly
You want to be top of mind with your customers and make them part of your success.  Consider writing and distributing a monthly newsletter, sending thank you letters following a purchase, reminder notices when a product/service should be updated or renewed, or anniversary letters when someone’s been with you for 1 year, 2 years, and so on.  Another important key is to conduct regular customer surveys and find out how you’re doing and what you could be doing better.  These are relatively inexpensive ways to maintain and increase your customer base.

4. Offer Incentives
Give customers incentives to come back to your site.  Develop a “refer  a friend” program where you give a discount or free product for every referral purchase that comes through. Offer multiple purchase discounts like “buy 2 get 1 free,” promotions like “buy a product and be entered to win a voucher,” or daily tips related to your industry.  The key is to make a visit to your site more than a one-off purchase.  The more they visit the more likely they are to buy.

5. Identify Your Top Customers
Generally businesses will find that the top 20% of clients provide them with 80% of revenues: the old 80/20 rule.  It would follow to identify your top customers and cultivate these relationships so that they not only continuing purchasing from you but also encourage their friends to do the same.  These same customers are often happy to give you a testimonial or a referral if you only ask.

Do what you can to get out amongst your customers and find out what they value as a customer and replicate this in your everyday business.  Focus on making your site simple, having a dedicated follow-up procedure, providing regular communication, offering incentives and keeping those top 20% of customers happy.  Loyalty breeds loyalty so be loyal to your customers and they will surely return the favour.