New customers are hard to come by, and they’re also expensive. According to The Harvard Review, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. 

On the other hand, repeat customers are nine times more likely to convert than a first-time shopper. They also have a higher average order value than first-time buyers, so they have a higher lifetime value (as they’re expected to spend more over a longer period of time). The bottom line is, it makes sense to hang on to your loyal customers, and reward them. 

Brands can reward their repeat customers in a number of different ways. Here are three tactics you can use to increase customer loyalty and keep regular customers returning to your fashion eCommerce website.

Develop a loyalty program

Loyalty programs are a form of gamification, or the application of game principles to non-game contexts (such as eCommerce) to motivate participation and reward long-term engagement. They were first popularized by grocery stores in the 1950s, who gave customers stamps every time they made a purchase. Since then theyhave evolved into sophisticated programs that not only improve customer retention, but also build community and drive sales online.

Loyalty programs can offer all kinds of different rewards to repeat shoppers and can be set up in a number of different ways.Your loyalty program could be as simple as offering a discount on any customer’s second purchase, or after a certain dollar amount in purchases. You could also implement a points system, where a customer must accrue points assigned to dollar values and get rewarded once they reach a certain threshold of points. Or you could offer access to exclusive merchandise or services.

Some brands are now adding gamification to their rewards programs in the form of animated interactive spinning wheels on their landing pages. Customers can click the wheel and “spin to win,” unlocking an offer such as a percentage discount or free shipping.

Create a referral program

Referral programs are another form of gamification, where your loyal customers send people to your eCommerce store to purchase and/or sign up and, in return, they are rewarded. The referrals can be your customer’s friends and family (“refer a friend”), or people they don’t know personally but that they’re connected with on social media.

These programs work well because people are likely to recommend brands they’re loyal customers of anyway, so a referral program incentivizes them to do so—hopefully with added frequency and enthusiasm.

Referral programs are sometimes called the “digital marketing dark horse” because of their lower level of use. A Gigaom survey found that only 39% of marketers use referral marketing regularly, yet 43% of companies that use referral marketing consistently acquire more than 35% of their new customers with it.

You can implement a referral program that either rewards only your customer providing the referrals, or both the existing customer and the new customer. However, the more incentive you provide, the more likely your program is to be successful. Rewards can come in the form of price discounts or points that accumulate toward those discounts. There are a number of platforms that can help you manage this, such as Talkable, ReferralCandy, Ambassador, SaaSquatch and Buyapowa.

Offer personalized discounts

Beyond traditional loyalty and referral programs, personalized discounts are another way to further engage and reward your valued customers, and there are a number of strategies for sharing these. You could utilize smart tags to show customers personalized discounts based on the categories they’re browsing on your website. Or reward your newsletter subscribers by including special deals that are only available to your subscribers. You could also reward your social media followers by offering special discounts only via these channels.

Discounts can also be sent more individually, via email and SMS marketing. For every customer that has an account or profile with your website, send out special discounts on their birthday. Or send special discounts on other special occasions, such as the anniversary of your store, or the anniversary of your customer’s account creation or first purchase.

Conclusion

As you can see, there are numerous strategies for engaging and rewarding your most valued repeat shoppers. All of them build on your community and increase engagement by rewarding customers that are loyal to your brand. Whichever tactic you choose, make sure that it’s not too complex and difficult for customers to understand, otherwise they’ll be less likely to engage with it. Make rewards easy to redeem, and ensure that the value is there so that customers will want to use them. We can help you to retain and reward your loyal customers—reach out to us for help with strategizing and implementing a loyalty program today.

Returns are one of the biggest challenges facing fashion eCommerce stores. In 2019, retail merchandise returned in the United States accounted for $309 billion, and it’s estimated that 15% to 40% of online purchases are returned. As eCommerce continues to grow over the next several years, the amount of returns is estimated to reach “over a trillion dollars a year.”

With delivery fees, restocking expenses and inventory losses, a high number of returns can be a serious threat to an eCommerce business. That’s why it’s so important to do everything you can to minimize them.  And given that accepting returns with little-to-no pain for the customer is now the standard (thanks a lot Amazon and Zappo!), need to figure out a way to handle them without breaking the bank!

Here are six ways that online fashion brands can reduce their product return rates.

Write honest, detailed product descriptions

Well-written product descriptions go a long way in helping to minimize returns. Where possible, describe quirks and features about the fit or fabric, and be upfront about whether an item runs true to size or on the smaller or larger side. If an item is likely to be seriously affected by machine washing or tumble drying, be upfront about this too. Some customers may wish to return an item they didn’t realize is dry-clean or hand-wash only. Be honest about how any products that will change over time, for example, distressed denim that comes with holes that will get larger as it’s worn, or colors that are designed to fade. Don’t leave these things up to the buyer to find out for themselves. Shoppers are increasingly savvy and may already know these things from experience, but neglecting to include this information could cost you your customer’s trust.

Incorporate customer product reviews

You can write all the great product copy in the world, but some shoppers still won’t feel confident until they see what other shoppers have to say. Incorporating customer reviews on your product pages will help your web store gain and build trust. This is important not just for your existing clientele, but for growing it through word of mouth as a reliable brand. What’s more, having customer reviews on your website proves that you stand by your products, and that you value what your customers have to say about them. As we’ve mentioned in a previous blog, reviews also lead to increased engagement, which means more sales. There are numerous tools that provide the functionality required to enable reviews on your web store—check out our recommendations of reviews solutions here. We installed one of them—Yotpo—to generate product reviews for our client Kabayare Fashion.

Include detailed size charts

A lot of shoppers tend to over-order because they’re unsure what size they should wear. And with sizes varying wildly brand to brand these days, who can really blame them? That’s why it’s so important to have size charts that provide the individual garment measurements in addition to standard numerical or alphabetical sizes. You can also see it as another way to extend your brand style and voice across interesting graphic elements. Big Bud Press have created illustrated size charts for each of their items, complete with a blurb about the style and fit. It’s particularly helpful in the case of items like jumpsuits, where an inch can make a big difference.

Use very high quality images

If you’re not already investing in a professional photographer, you’ll want to ensure your setup is as close to professional as possible, with a high quality camera, lights and a sweep (or plain white paper backdrop that obscures the horizon line). Good lighting is extremely important, so that customers can discern all of the details of your products. Use photo files big enough that allow viewers to zoom in to see the fabric quality, prints, patterns, stitching and construction. Many larger retailers like Asos are now incorporating modelled videos in addition to static images, which allow viewers to get a really accurate sense of how the clothes move and fit on the body.

Listen to and utilize feedback on product pages

Pay attention to what your customers are saying in reviews, on social media, and in their reasons for returning items. Incorporate the knowledge and experience customers give you to paint a truer picture of your items. If shoppers are consistently saying colors appear brighter or duller in person, retake your product photos to provide a more accurate representation. If they say that something about the fit or style of the item is different to what they expect—say a pocket runs smaller than usual—include that information. These details can be incorporated into your product descriptions, or included separately as Q&A sections on product pages. You could also have a Testimonials page, as our client Medelita has done.

Segment serial returners and exclude them from free returns

Shoppers return items for numerous reasons, including problems with fit, fabric, color or pattern, or simply change of heart. All of this is fine and to be expected, however some stores are finding they have shoppers who repeatedly make returns. Sometimes they order and then return everything, or they deliberately over-order by buying multiple sizes or colors with the intention of returning those that don’t meet their needs.

If your web store is suffering from these serial returners, you’d be wise to segment your audience using a customer relationship management program and establish refund thresholds based on per-order dollar values or number of items ordered. You’re then able to exclude any shoppers who you find are routinely ordering and returning items from obtaining your free shipping offer. You could also try including a note on your product pages like Big Bud Press has with their limited-edition items. They explain that when shoppers buy multiple sizes it’s “incredibly costly” for them as a small business, and that customers who order the wrong size are “free to exchange.” They say they even hold stock aside for this purpose.

Returns are the new normal, but they don’t have to be the huge financial and time burden that many eCommerce websites find them to be. There are smart, customizable platforms available that can help you manage returns, such as Returnly, which is used by brands including Everlane, Outdoor Voices and ThirdLove. As you start to incorporate these and other tips, you may find that you’re processing fewer returns as your customer base grows more confident in your products and empathetic to your cause. Talk to us about implementing these and more tips to minimize your returns.

Product pages are key for fashion eCommerce websites because they are generally where customers decide to either make a purchase or leave your website. Therefore, it’s crucial that brands do everything they can to get them right and to keep visitors on-site and shopping.

These pages should provide all of the information that customers need to know about your products, so they must include well-written product descriptions and quality photos—but that’s just the beginning. If you really want to showcase your products and increase your conversion rates, you’ll need to pay attention to the details. Read on for eight keys for creating successful fashion eCommerce product pages. 

• Use a variety of photos
  It might seem easier to stick to either modelled or flat lay (bird’s-eye view) photography, but it’s wise to use both types. Using a variety of photos that are well lit, high quality, and that employ different angles and contexts helps you to minimize customer concern. There’s nothing to hide when the customer can see all sides of the product!
  
  WP Standard is one brand that depicts their products well, in a range of settings that reflect their shoppers’ realities—or aspirations. The product page for their Vintage Tote Bag includes photos of the bag by itself (with a zoomable function when your computer cursor goes over it), as well as photos of the bag being worn in various settings, and close-up images of the bag with belongings inside it. This allows the shopper to picture themselves with the product.
• Make variants abundantly clear
  When you offer color or pattern variants of a product, include this information on both the product category page and the product page. Small color swatch buttons alongside each product thumbnail image on your category page are a great way to clearly communicate the options to your shoppers. A note like “more colors available” or a more specific mention of the number of color or pattern variants is also ideal.
  
  Our client, Sam Villa displays the options available for their shears by size and type (right- or left-handed) via clearly marked buttons. These options are visible on both the category page and the product page (where there are also photos available of all options), making it easy for shoppers to immediately see the variants on offer. WP Standard displays their variants slightly differently—including photos of different colorways of the product on the same product page, so all the customer has to do to view their options is keep scrolling.
• Include a size chart
  With sizes varying wildly brand to brand, even the most confident shoppers can encounter uncertainty about the size they need. Size charts that are specific to your different product styles can be very helpful in increasing conversions and reducing the amount of returns your eCommerce store has to deal with.
  
  On each of their product pages, Big Bud Press includes a link to their size charts, which utilize color, illustrations and notes about different styles and how their measurements were taken. They also include a link to their model size guide, which allows customers to view photos and measurements of various models and the sizes of the brand’s clothing that they wear. This is a unique visual offering that enables customers to assess which size they need based on viewing different body types and discerning which model most closely resembles their body type. It’s something the brand is able to do as they regularly work with the same models—if that’s something that your brand also does, it could be a great way to cultivate shoppers’ trust, as well as a sense of community.
• Keep product descriptions concise and relevant
  When writing product descriptions, consider the most important features or elements of the product, and put those front-and-center. Think of it like a news story—you want the most crucial information right away, so if that’s a special sewing technique, collaboration or inspiration, be sure to include that prominently. You can always go into more detail later on.
  
  Think about what can be conveyed with an image versus what can only be conveyed via text. For example, it might be hard to capture the comfort level of a pair of shoes via photo, but you can share information about supportive innersoles or special technology in the product description.
• Reaffirm your brand’s voice and mission
  Whether your brand’s voice is young and witty or angled at a more mature, serious audience, it should shine through in all of your product descriptions. Youthful online fashion retailer DollsKill excels in letting their colorful style come through in every product page, sharing all of the necessary details of the item while keeping the tone of the copy lively.
  
  Never pass up an opportunity to reaffirm your brand mission. United By Blue does this well, by including the following taglines at the bottom of every product page on their website: “Every product purchased removes one pound of trash,” and “Sustainable materials and ethical manufacturing.” They also include information about the environmental effects of the materials used in that product. This reminds shoppers of the brand’s point of difference and encourages them to click “add to cart” to support their mission.
• Be clear about costs
  “Unexpected costs” is one of the leading causes of cart abandonment, so the earlier you can communicate, and provide explanations for any additional expenses such as taxes or shipping, the more likely you are to convert visitors. Don’t wait till the cart—put this information on your product pages.
  
  This also applies to any free shipping, free returns or bundle deals you offer—include that information on all of your product pages, near your “add to cart” button. Transparency is key throughout the eCommerce process. Show your products exactly as they are, and communicate costs clearly up front, and you will gain loyal, repeat customers.
• Have a simple, well-positioned CTA
  When it comes to your call to action, be mindful of both the clarity of your CTA and the positioning of your CTA button on the page. Something like “add to cart” or “buy now” is all you need—keep it simple.
  
  If your product page runs long because it includes a lot of photos and information, consider adding a second “buy now” or “add to cart” button at the bottom of the page. That way your shoppers don’t have to scroll all the way back up to the top of the page again after taking in all of the product details.
• Consider a unique or minimal design
  Don’t be afraid to buck the trends and try different product page designs to let your products shine. Los Angeles brand 69 centers their products with large, animated thumbnails that showcase their commitment to modern experimentalism.This brand’s homepage also doubles as their product page, showcasing their inventory with vibrant, clickable photography that changes as your cursor moves over it. Aside from this, the page remains static and minimal, with a clean off-white background and a simple sans-serif font. It’s eye-catching and effective in showing exactly what they’re about.

As you can see, product pages are about a lot more than just photos and copy. These are just some of the considerations you should take into account. For more, please get in touch with us.