We have already discussed the issue of the strong digitisation trend in our country in several blog articles. The pandemic has proven to be a real stress test for the e-commerce sector, highlighting its weaknesses for insiders and highlighting its benefits for consumers.
In the world of e-commerce, one of the factors to focus on more energetically, before and after the coronavirus, is certainly that of user loyalty. A loyal user is a user who buys and returns to buy with great pleasure and who recommends the site to their friends and family.
The subscription, the highest expression of loyalty
Whether you offer services or products, subscription is definitely an incredibly good thing for your e-commerce. Due to the recent coronavirus outbreak, the numbers for online subscriptions have increased - not only for services but also for products, as is the case for subscriptions to home shopping services.
A user who decides to subscribe to the service or product you offer is a very loyal user. A user who knows your products well, trusts your payment methods, appreciates your delivery times and your customer service.
Opting for a subscription-based offer can trigger a virtuous loyalty vortex, strengthen existing links with existing users and create new customers.
Unless you already have a very strong name and reputation, before a user gets to subscribe to your e-commerce, you need a good dose of confidence from him/her in you.
How to retain your users
There is no unique formula to win the trust of users, but working well and consistently focusing on the user experience, using a good team, is one of the winning ways. As we said, there is no precise manual to follow, but there are some decisive keywords you can work on such as transparency, consistency, customisation and reliability.
Transparency
If you want to get to your user, you take the first step. Introduce yourself, fill in the section of your e-commerce, where you describe your business. If you have numbers to share, do it. You should also share the mission and ambition of your company. Be transparent and don't be afraid. A transparent e-commerce is the first step towards gaining the loyalty of your users.
Consistency
Another essential aspect to take into account is consistency. Study the tone of your brand and match that to the actions you will take over time. If your tone is friendly, you'll need to be that way when dealing with logistical issues. A user who is treated consistently is definitely a happy user and is more likely to trust your e-commerce.
Customisation
Customising your e-commerce is one of the key moves in winning the total trust of your users. As a virtuous circle, the more confidence in your e-commerce, the more customisation grows and thus improves the user's shopping experience.
Reliability
Put yourself in the shoes of your users who are buying products over the internet. One of the key success factors for any e-commerce is reliability - in terms of both payment security and product quality. Upload clear photographs, as close to the real thing as possible, show which secure payment systems you use for your e-commerce and you will have happy and loyal users.
Subscription logistics
When a customer pays for a subscription, remember that they can cancel it at any time. So always try to keep the bar high in terms of the quality of the service you offer. Respect delivery times with precision, keep the quality of the products constant, ask for feedback without pestering your customers, take care of the whole distribution chain if you deal with products, and make sure you are present in the last part of the shopping experience.
Make the most of your data
When signing up to a subscription, a user generally needs to provide you with a set of data. You can use this data to improve your e-commerce experience, actively involve the user, ask for feedback and look after your customers.
Be consistent with those who arrive and those who leave
Treat users who cancel subscriptions in the same way you treated them when they signed up. Remember the keyword: coherence. A user who cancels a subscription is likely to be doing so only momentarily, try not to let them become a lost user.
Do you want to start building up your users' loyalty straight away?
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