SmallBusinessNewz

Let's say you have closed a sale through your web site. Depending on what you are selling, your customer may never have a reason to return to your site after making the purchase.

So let's take a look at a few ways to give them a reason. I am going to use an example of a site that sells nothing but washers and dryers. Once someone buys a washer or dryer, typically they are set for years in that department and they're not going to have much of a desire to go back to such a site just for the fun of it.

Well, why would you want them to come back anyway if they're not going to buy again?

As usual, it's all about branding. Maybe they're not going to come right back to you and buy again, but by visiting your site, your brand will stay fresh in their minds, and who knows? Maybe one day, their neighbor mentions that they need a new washer and they respond, "Hey, I know this great site..." There are probably a hundred different scenarios, but I think you get my point.

Content

Ok, that's all fine and good, but what kind of content would a site that only sells washers and dryers possibly feature to keep customers coming back?

This is the tricky part, and you may have to test different strategies, but when you find the right one, it is sure to be well worth the effort.

Maybe you offer a column on home appliances in general, or housekeeping tips. Maybe you offer resources for washer/dryer repair and maintenance. Look at Home Depot's Washer and Dryer page for example. They have workshops and videos, project guides, etc. Offer customers something they will find useful.

Deals

Offer the customer some kind of deal. Discounts for referring new customers, for example. Form partnerships with other sites/stores and offer coupons for their services while they do the same for you. Saving money is a timeless passion of consumers. If you're a local washer and dryer seller, maybe you could partner with someone that sells hot water heaters or a local hardware store.

The point I am trying to make is this: Don't let your customers just buy and never be heard from again. You will probably have more luck with this if you sell more than just one thing that people will be set on once they purchase (like a washer), but even if this is your case, it's not hopeless to expect them to return to your site. There's always a way to get at least some of them back. Some businesses just might have to try harder and be more creative than others.