mCommerce Insights

The Four Types of Online Customers – and How To Get More of the Right Ones

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When you look at your online shop's visitors, you'll find you can place each unique user into one of four categories. You likely have a mix of users in each of the following categories, but figuring out how to turn Visitors into Regular Customers is one of the most important parts of your marketing strategy. In our recently published whitepaper, The Loyalty Factor: How to Turn One-Time Visitors Into Loyal, Lifetime Customers, you'll gain deeper insights into the four types of customers, and learn how to leverage your mobile presence to establish more regular customers. 

1. Visitor: Never makes a purchase
2. Monetizer: Orders once, never again
3. Return Buyer: Orders twice or more 
4. Regular Customer: Orders regularly

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Of course, any retailer would rather have Return Buyers and Regular Customers frequenting their site, but many online marketers tend to focus their efforts and investments on acquiring new customers - the Visitors who never make a purchase. While driving fresh site traffic is important, loyal customers will always be worth more. Consider this: 

  • NEW CUSTOMERS ARE MORE EXPENSIVE THAN RETURNING CUSTOMERS
    On average, it costs 7 times more to win a new customer than to keep an existing one.

  • REGULAR CUSTOMERS BUY MORE THAN NEW ONES.
    You’d need to acquire 7 first-time buyers to match the sales volume of a Regular Customer.

  • INVESTING IN CUSTOMER LOYALTY IS MORE PROFITABLE THAN INVESTING IN ACQUISITION. increasing your customer retention rate by just 5% can increase profits by 25–95%.

Although retained customer relationships aren't new, they're vital to the success of your eCommerce store. Despite the fact that many mobile marketers are aware of these stats, they’re not often reflected in their budgets and decisions. 

To discover more about how you can make smart decisions to invest in customer retention, download the full whitepaper, and get in touch with one of our mCommerce experts, who can help you build your mobile strategy. 

Download My Copy

Amanda Laviana

Written by Amanda Laviana

Marketing Communications Manager | Amanda is an experienced content marketer, with a background in advertising copywriting. She manages content across an array of platforms for Shopgate, including blogs, whitepapers, webinars, social media and video.