Return rate in ecommerce

1. Problem overview

Data shows that only8% of buyers are repeat customers and they bring about 40% of revenue to online stores. Moreover, retaining an existing customer is 5 times cheaper than acquiring a new one. 

In addition to this, growing your customer retention rate by just 5% can result in a 25% to 95% increase in profit.  So, focusing on increasing customer retention is a cost-effective marketing strategy. 

On the other side, there are between 12M to 24M ecommerce sites worldwide. As a result, intense competition makes it hard for retailers to attract the same shoppers to their store more than one time. 

2. Goals

  • increase customer retention rate
  • increase revenue generated by repeated customers

3. Web push automation and customer return rate

In order for the web push platform to send a notification, it needs to collect data regarding subscriber behavior, such as:

  • date of the last visit
  • number of days since the last visit
  • categories / subcategories / products the user viewed

After a triggering event like making a purchase, a previously configured web push notification can be sent to the subscriber. 

4. Handy Advice

It is important to adjust timing to the customer's purchasing cycle in your industry. It will be different in the case of the FMCG and electronics industries.

In the first situation, it is possible to assume that the customer buys food products at least once a week. At the same time, how many times a year does a customer buy a TV or a washing machine? 

As a result, for FMCG companies it is worth linking to the last-visited category, and for electronics business to current promotions or Best Sellers.

You can send your subscribers a small reminder linking to the recent news, for example to a new collection. 

or you can send a web push notification with the most attractive offers.

Try to always send useful content to your subscribers, for example, weekly reminders if applicable.

5. Why web push notifications?

Web push technology is a new and highly effective tool that enables brands to deliver notifications directly to users desktop, easily grab their attention and, consequently, bring them back to your store. 

The CTR for web push campaigns that are intended to return the user to the site is 10.4%.

6. Benefit from our experience

Find out why 95% of customers stay with us.

Whether you are already an experienced web push marketer or are just considering implementing this communication channel, our dedicated Strategy Department is at your disposal. 

Using the experience of working with brands such as Pandora, MediaMarkt or Etam, we will help you to prepare and implement effective solutions to encourage customers to make additional purchases and increase your online sales, completely free of charge.

-> Test PushPushGo on your own completely free of charge up to 500 subscribers

-> Contact us to transfer your subscriber base or to order a dedicated web push strategy for your company:

+48 12 312 5213 

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