With so much hubbub around the importance of social media in brand marketing and customer interaction, it’s easy for brands to let their websites go by the wayside. However, your website plays an essential role in your customers’ experience. It’s the central hub around which both potential and return customers congregate, providing you with ample opportunities to secure new business and build customer loyalty.

Your website doesn’t only offer a space to showcase your offerings and tell the story of your brand. If you view your site as a one-way street of information, you’re not taking advantage of its full potential. 

Your website doesn’t only offer a space to showcase your offerings and tell the story of your brand. If you view your site as a one-way street of information, you’re not taking advantage of its full potential. 

Building Blocks for Customer Loyalty on Your Website

Wondering how you can transform your website from a two-dimensional information station into an interactive experience for your customers? These four building blocks create a solid foundation on which you can use this platform to develop relationships with customers.

1. Customer Testimonials

With the right widget, customer testimonials add a personalized feel and attractive flair to almost any website. Requesting testimonials from customers makes them feel appreciated and emphasizes the fact that their opinions matter. When they see their words on your site, they’ll begin to view themselves as a representative of your brand.

Testimonials don’t only reinforce customer loyalty among existing customers. They also draw in prospective customers, providing them with the kind of trustworthy, experience-based information they’re looking for about what to expect from your brand.

Of course, testimonials aren’t only trophies to look at. They should be acted on as well. Any insight you receive from customers about their purchase experience will help you better understand what’s working and what’s not.

2. Customer Experience Analytics

While testimonials offer a written account of the customer experience, analytics represent the digital body language of customers. Customer experience analytics are vital to ensuring your website is effectively reaching customers and providing them with a smooth purchase journey. By facilitating a positive experience, you’re increasing the likelihood customers will return and develop loyalty to your brand.

With customer experience analytics, you’ll have access to a detailed analysis of how customers interact with your website. From the most frequently visited pages on your site to the products customers keep returning to look at, you’ll quickly see the most popular elements of your site. 

You’ll also learn about the types of content customers find uninteresting and any areas of friction that repeatedly come up during the purchase journey. Understanding these patterns can help you increase conversion and customer retention. 

As you make any necessary changes, you’ll also have the ability to measure the difference your adjustments are having on your overall bottom line.

3. Valuable Content

You put a lot of time and effort into your content. That’s why it’s important you’re producing the kind of content your customers want to see. With fresh, useful content on your site, you’ll have a better chance of customers making repeat visits to check out what’s new.

The goal is to become a trusted source of information for your customers, a kind of authority within your industry. That way, you can ensure they return to your site, even if they’re not yet ready to make a repeat purchase. 

By providing relevant content that’s useful to both prospective and existing customers, you’ll increase the likelihood they become vocal advocates for your brand.

4. Customer Loyalty Programs

Loyalty programs offer customers an incentive to keep coming back for more, make them feel appreciated, and inspire word-of-mouth marketing. Using your website as the hub for your customer loyalty program will open opportunities to catch their attention and encourage repeat purchases.

As they visit the public-facing side of the site, they’ll have a chance to browse what’s new. Then, they’ll log in to a members-only area where they can check their points, cash in on rewards, and view members-only content. 

Personalizing this area of the website and giving it a unique feel with notifications for events, discounts, and reward eligibility will drive proactive engagement from customers and promote greater levels of interaction.

With these building blocks in place, you can work on developing a loyal following who sees your website as a portal into a community of other brand advocates. Over time, you can transform your website into a two-way street that attracts customers not only for its wealth of information but also for its opportunities to connect and engage with your brand. 

In a blacksmith’s home, there are only wooden spoons.

The plumber’s house always has a dripping tap.

Proverbs such as these are scattered throughout cultures around the globe. The phenomenon is quite universal: sometimes we become so consumed by our profession, so preoccupied with projecting our talents outward, that we forget to look inward long enough to provide for our own families.

Rapidly growing businesses often have impressive and proven strategies for customer acquisition. An influx of new customers is an exciting statistic glimmering with the promise of revenue and growth. It is so exciting that it can dominate all of our efforts and resources. But what about the customers we already have?

When customers choose to buy your product or service, they become part of your brand family. Whether it is reluctantly or enthusiastically, they take up your banner in some fashion. Nurture and respect a cohesive family unit, and it can bolster the brand’s image, value, and future prospects. Consumers see a proud and happy brand family and jump at the chance to join. Neglect or mistreat that family, however, and you may quickly find frustration and disillusionment that could lead to an exodus.

Retention is an integral aspect of growth. It is exhilarating to look outward towards prospects with an appetite to conquer new territory. Fail to take care of the folks at home, though, and you might have a revolt on your hands. Slowing down to make sure customers have proper care and attention will greatly improve a business’ odds of survival. A high retention rate ultimately drives profitability and increases the value of a customer lifetime.

Just like customer acquisition, customer retention needs carefully planned programs. For some insight, take a look at this webinar with John Schroeder of Nova Foresight and Angela Bossie of Listen360. Tune in to follow along as these two experts map out the path to higher retention rates with 3 essential strategies.


Watch the recording here.