Empower your customers: Three proven ways to increase repeat business online

Ever had a customer make a purchase then vanish forever? Of course you have – it's something most businesses know all about!

For small business owners, converting a one-time buyer into a dedicated customer can be the difference between survival and success.

Empowering your customers is one of the best ways to boost customer loyalty and generate more repeat business.

In this blog, we share three practical methods you can employ today to transform your online store.

1. Empower customers with useful information they can understand

Today's customers are better informed than they've ever been. They compare prices, read reviews and closely examine every aspect of the buying experience.

To make people trust you and encourage them to buy from you again, you need to be completely open about what you do.

Display all costs clearly

No-one wants to be surprised when they go to check out. According to a study by UPS, 89% of consumers in the UK research a product's price before buying, while 70% consider delivery options like cost and speed.

Before the customer hits the check out, give a complete breakdown of costs – including:

• the price of the product

• any taxes charged

• shipping fees

• handling charges

• packaging costs

This transparency will not only stop more customers from abandoning their carts but also establish your brand as reliable and one to trust.

Describe your returns policy

Having a returns policy that's clearly explained and simple to find is crucial.

In UPS's study, 54% of online shoppers said they like to read a store's returns policy before purchasing, while 72% claimed their experience with returns would influence whether they buy again in the future.

Make your returns policy really visible – include it on product pages, in the "journey" to the checkout or in your website's footer.

Check that it contains information for both domestic and international customers, with clear timelines, conditions and how-to instructions.

Anticipate and respond to enquiries

A frequently asked questions (FAQs) page is an effective tool. It allows customers to make informed decisions quickly and lessens the workload on your customer service team (if you have one!).

The UPS study revealed that 30% of consumers across the world rely on FAQ pages during their research.

Think ahead: what commonly concerns customers when it comes to delivery, payment or using the product? Address them proactively in a clear, well-structured FAQ section.

2. Empower customers with more options

Customers feel more appreciated when presented with flexibility and the ability to customise.

Offering a wider range of options – especially for delivery and payment – can greatly improve the shopping experience and encourage people to come back to your online store.

Aim to cater for all delivery preferences

Speed of delivery is no longer the customer's primary concern. In fact, 94% of consumers surveyed by UPS said they'd choose a slower and less expensive delivery option if it were available.

With this mind, give customers a range of options – from expedited shipping to more affordable or environmentally friendly alternatives.

Some courier services now allow customers to collect or drop off parcels at places local and convenient to them.

Provide several ways to pay

Consumers expect to reach the checkout and see a variety of payment methods. Research shows that around 55% of all online transactions are made using alternative methods like PayPal, Klarna or similar services.

Make sure your checkout accommodates credit and debit cards, digital wallets (such as Apple Pay and Google Pay) and buy-now-pay-later services (like Klarna and Clearpay).

If you're targeting customers overseas, tailor your payment methods to local preferences. For example, over a third of consumers in Germany abandon their purchases if their preferred payment option isn't available.

3. Empower customers by giving them a voice

The empowerment we're talking about here doesn't stop at the checkout stage.

By listening to what buyers have to say – and demonstrating that you value their feedback – you'll be well on the way to making loyal customers out of them.

Be accessible and available

Modern consumers expect prompt and convenient communications. Thankfully, it's easier than ever to be responsive, with tools like instant messaging apps (such as WhatsApp), social media channels and AI-powered chatbots.

Make sure people can find your contact options without any trouble, and don't delay when replying to messages or comments. Even a negative review handled carefully can turn a dissatisfied shopper into a devoted advocate.

Actively ask customers for their feedback

Invite customers to write reviews, rate their experience or answer quick feedback forms.

This type of user-generated content is a great way to build credibility but also gives you direct insight into what you're doing well – and where you might need to improve.

Never ignore feedback, particularly when it's negative. Express gratitude for positive comments and offer constructive replies where people have concerns.

This engagement shows that you care, and that your customers matter beyond the point they've paid you.

Final thoughts

It doesn't take a big investment to empower your customers – just thoughtful action. Here are the three key takeaways:

• Be transparent: Display all costs, explain your return policies and answer FAQs in advance.

• Offer flexibility: Give customers choices around delivery and payment.

• Encourage communication: Be accessible and show customers that you value their feedback.

Want to turn your online store into a repeat-customer machine? Start by reviewing your shipping options, FAQ page and customer service tools today.

Relevant resources

• Customer service: Golden rules for small businesses

• Seven steps to better customer engagement

• How to give your customer service the wow factor: Small business tips