How to Convert Website Visitors into Loyalty Members
Nowadays, it’s not just enough to get plenty of customers and potential clients to visit your website. Sure, the traffic is nice, and you’ll still get to convert a segment of the visitors. However, there’s more to it.
You also need to gather contact details from your visitors, follow up with them in an engaging manner through marketing campaigns, and slowly but surely convert them into loyalty program members. That’s the best way to generate a decent ROI and enhance your brand, after all.
First things first, though – you need to start with getting the contact data. Well, here are various 6 ways you can collect relevant information when people visit your website:
1. Loyalty Sign-Up Pop-Ups/Landing Pages
Sometimes, it’s best to be direct about this. You can have a pop-up show up for first-time visitors that lets them know – in short – about your loyalty program. You don’t really need to redirect them to another page, as you can just ask for their contact details through the pop-up.
Just make sure the pop-up shows up once visitors reach the end of the content on your webpage – they’ll be more likely to interact with it this way. You can also have it trigger when visitors show intent of leaving your website or closing the browser.
Afterwards, you can then send them an email with everything they need, and let them know they can pick up their physical loyalty card at your place of business (that also gives them another incentive to visit your business sooner).
You can also have the prompt trigger when recurring visitors access your website again. Though, we recommend not having this prompt show up for people who visit your website for the fourth or fifth time, and so on (they can view it as spam).
If you want to make people more likely to engage with the pop-up, throw in a quick mention about them being able to redeem a free reward if they sign up right then and there.
Another thing you can do is develop a landing page that promotes your loyalty program. You should share it on your social media pages since it will get more attention this way.
Many people in your situation prefer using a landing page since it gives them a chance to present more info about the loyalty program. That works well, obviously, but do keep in mind that you can just run the pop-up we mentioned above on your website, and include a small “Learn More” link at the bottom.
Newsletters are a smart way to go about collecting customer contact data since they are engaging from the get-go. If people are interested in your business or have already bought from you, they are quite likely to sign up for your newsletter.
Newsletters are also a great way to keep customers interested in your business, and even get them to promote your brand and bring in new potential clients (if you provided adequate perks, that is).
Speaking of which, if you want to be sure your website visitors will interact with your newsletter sign-up form, consider offering them access to a discount or coupon if they do it.
As for placement, you can display a pop-up for your newsletter on your website, dedicate an entire page to it (though we don’t really recommend that), or mention it on your blog page.
One of the best ways to get website visitors to share their contact details with your company (especially their email info) is through online contests. If you emphasize a sense of urgency (say that the contest will only run until a certain date in the near future, for example), people will be even more likely to engage with it.
It’s generally enough to offer a discount or a coupon as a prize. If you want to really incentivize the idea of joining your loyalty program, you can offer them a free program tier upgrade or some bonus points as well.
In return, we recommend asking users to provide some of their contact details. Make sure you always ask for their email and social media profiles (if there are any), as those are the most crucial details.
Ideally, you should have the contest notification pop up for new visitors since the end result is to turn them into loyal customers. You can also target low-loyalty visitors who are already clients too.
Oh, and you should also do your best to promote your contests on your social media pages. Your website will get more visitors this way.
4. Digital Gift Cards
Digital gift cards are extremely popular with consumers nowadays. So much so that they are the fastest growing segment of the total gift card industry (that averages around $127 billion). How fast, you ask? Well, think about this: Normal gift cards are growing at an annual rate of 6%, while digital gift cards are growing at an annual rate of 200%.
It’s not hard to see why. After all, electronic gift cards are extremely convenient. So, having a pop-up or copy segment on your website that lets people know they can win a digital gift card if they offer their contact details is a very good idea.
If you want to go the extra mile, let them know that they can win some bonus points if they also sign up for your loyalty program on your website. Or, even better, give them access to another free digital gift card they can share with someone if they offer one of their friend’s contact details.
To learn more about digital gift cards, read our post on e-gifts.
5. A Website Poll
If you’re planning on launching a new product any time soon, you should first run an online poll on your website asking visitors if they like the new idea or not. You can make it much more interesting by offering 3 variations of the same product, and asking people to vote for their favorite one.
Naturally, you can ask for their emails in exchange for letting them vote, but that’s not too effective. It’s best to let visitors vote, and then ask for their emails if they want to see the current poll results.
Plus, if you do this, you’ll also get plenty of product-related feedback, which will really come in handy marketing-wise. Think of it as free “focus group.”
6. A Giveaway
Like contests, giveaways are very efficient at driving visitor engagement. Some might say giveaways are the better option, since people automatically associate them with winning better free prizes than regular contests.
While it’s true that running a giveaway is more suited for a retail business, you can also do it if you run a restaurant or QSR. The main idea is to offer a product (or more products if you want) as redeemable rewards. All that’s left is to ask your website visitors for their contact details in exchange for a chance to win.
And, of course, ask the winners to visit your place of business to redeem their rewards. When they do, you can also offer them a chance to join your loyalty program.
How to Best Use the Data You Collect
The main idea is to run marketing campaigns that target the website visitors whose contact info you received. Furthermore, you can actually just communicate with them to give them an incentive to visit again.
For instance, if you have your customers’ mobile number, you can send them an SMS with a limited-time promotion they can redeem by visiting your place of business. If you have their emails, you can send them a wide array of promotions, discounts, and redeemable rewards.
The bottom line is this: You need to fully take advantage of the info you acquire to ensure your patrons keep coming back, and that they become loyal customers.
The only thing that’s left is making sure your efforts pay off.
The Right Loyalty Platform Can Help You Accurately Measure the Results
We’re talking about being able to measure just how many visitors you manage to convert into repeat, loyal customers.
Well, you’ll be happy to know that Spoonity has everything you need in this regard. Our platform won’t just make it easy for you to keep track of the data we mentioned above. Spoonity will also help you better target your marketing campaigns and promotions by making sure they reach the right people.
Basically, you’ll be able to segment your customers across various indices. For instance, if you’d only want to run a promotion targeting low-loyalty clients, you’d be able to do just that.
What’s more, our platform will make it easy to pinpoint what purchasing behavior, demographics, and even profitability levels characterize your client base.
Lastly, we should also mention that Spoonity will soon incorporate referral programs too. This way, you’ll be able to sweeten the deal when you try to engage website visitors, as well as when you follow up with them.