3 STEPS TO SUCCESS – STEP III:
TRUST ARISES FROM QUALITY

Step III: Quality brings trust and loyal customers

Congratulations on the new customer! Your website has been found thanks to clever search engine marketing, and the offer on the optimized landing page convinced the curious visitor to become a customer. The work was excellent, and success has arrived! You did everything right!

It's not difficult to sell a new product to a loyal customer. They already have experience and trust in you. But those who are not yet familiar with your company and the advantages of your products need to be convinced with the right arguments. It's important to convince a new customer in a way that makes them consider your offers in the future, becoming a loyal customer. This will only happen if the promised benefits are delivered effectively, meaning if the quality, effectiveness, good prices, and quick delivery meet expectations.

Rekindling interest

User preferences on the website don't remain the same; sometimes, there's no need to purchase the offered goods or services. If you know your customer, you shouldn't wait too long for them to return to your site. The latest information about offers and changes should motivate the user to visit your site from time to time.

Personal initiative is necessary; nothing should be left to chance. Encourage your customers to bookmark your site by adding a bookmark to their browser. This way, your address will always be easily found and visited.

At the same time, you should announce interesting news, changes, and developments in the company on the site and regularly update the product offerings. This not only arouses the curiosity of your site visitors and encourages them to return soon, but it is also recorded by search engines, resulting in improved search engine rankings.

However, the easiest way is to send information directly to the customer. To do this, visitors and customers need to leave their email addresses and give consent to be contacted. The most well-known way to exploit this direct marketing potential is to send regular newsletters with interesting news about your company or industry. Periodic information about special offers, new products and services, or events piques the interest of many customers.

But even in this case, it's important to provide the customer with concrete explanations on how to contact you or proceed with the purchase.

Upselling - Cross-Selling

Often, online stores display the indication: "Customers who found this item interesting also looked at this product."

This "Cross-Selling" tries to encourage the customer to consider purchasing other items that may be related to the recently bought product. Not infrequently, a particularly convenient "package" offer with quantity discounts or special prices is added.

A fundamental requirement for this Cross-Selling, also called Upselling, is to personalize your website, which means each visitor must register with a username or customer number and a password.

Now they are recognized by the website, which is of enormous advantage to the site owner:

- Strong customer loyalty through linkage to your order management system (CRM / ERP)
- Product offerings tailored to the customer's previous demand, possibly with special prices for loyal customers
- Tracking the pages visited by visitors, in case they haven't placed an order yet, specific offers related to the offer they were interested in can be proposed
- Questions and feedback about customer satisfaction, product range, payment terms, website clarity and usability, or direct shipping to the customer
- Faster completion of purchases thanks to pre-stored data, activated via a customer number

It is essential to ensure the security of the customer's registered personal data and provide secure access to their information. This allows them to have an up-to-date overview of their orders and purchases, as well as establishing a special trust relationship with your company. Thanks to these experiences, it's possible to create custom offers specifically for the customer and fulfill special requests.

Another level of increasing the customer relationship concerns "premium or high-value-added areas." Certain customers are offered additional services. This could also include internet subscription users who are willing to pay to access important information and offers.