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Step 1
Design your shopping cart program to allow automatic insertion of "back-end" information. This uses the customer's previous purchase metrics into possible back-end sales when she returns. If your customer bought red size 7 shoes on her last visit, your database automatically inserts products that reflect that previous purchase.
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Step 2
Engage the customer when he first visits your site with a welcome message, using a previously stored cookie. This action reminds the customer of previous confidence and purchases with your organization. Include the message throughout your entire site, in plain view of the customer.
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Step 3
Create a comment section within the customer's login page encouraging the social aspect of reviewing products and interactivity with your organization. For example, if your customer with the red size 7 shoes is visiting again, ask her opinion of those shoes and her purchase experience. This gives you valuable feedback for future interactions with customers and your marketing department will thank you.
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Step 4
Award your customers with feedback profiles similar to a gold star rating system. This is emotionally effective for the customer. The more he feels you value his opinions and his visits, the more pride he takes with the interaction with your site and, subsequently, the more he purchases. Not to be overlooked is the virtual golden rule, "The customer is always right ...and his friends are, too."
