According to the article, acquiring a new customer is 25 times costlier than incentivising an existing one.
This article suggests that businesses selling physical products or services should look to move their new website visitors to their stores. The author recommends that brick and mortar businesses provide easy website navigation and a clear guided path to instruct users on what to do next.
Brands must prominently display information that initiates a call-to-action instead of scattering it across the website. They can also provide value through blogs, videos or newsletters to establish themselves as a reliable source of information with new prospects and to also collect leads.
Alternatively, companies can incentivise a customer’s first visit by giving coupons or gifts that require a face-to-face contact to redeem. Business can strengthen brand loyalty by over-delivering customer service.
[5 minute read]