Repeat visitors
is an important metric to measure for visitor characterization. A repeat
visitor can be defined as the number of unique visitors with activity
consisting of two or more visits to a site during a reporting period. According to Kaushik, 2010, repeat visitors
can be measured through tracking first party cookies. “First party cookies are also rejected a lot
less because much of the internet does not work if you don’t accept first-party
cookies. Email providers such as hotmail.com
or gmail.com, ecommerce websites such as amazon.com or crutchfield.com, banks
or even blogging platforms all require you to accept first party cookies.”
Web analyst Paul,
blogs about the importance of repeat visitors for any type of website. “No matter what your website exists for repeat visits is
always a good thing. For instance, if you’re selling something, if guests visit
your site repeatedly that probably means that they like the products that you
have to offer and are going to convert. If you are a content site, repeat
visits mean you have a loyal set of readers, if you are a lead generating site,
repeats would eventually lead to higher number of leads,” (“What drives
repeat,” 2010).
Martell, 2011,
says “If you think that your
niche or particular product can’t benefit from repeat traffic you’re wrong. It
doesn’t matter if you’re promoting homemade candles, kitchen barstools,
infrared cameras, or accounting services you need to develop a relationship
with your visitors that creates opportunities for multiple exposures of your
offers.” Below, Martell gives 5 tips to increase repeat visitors to your
website.
1. RSS to e-mail- This
system will crawl your website and send email notifications to customers when
new content is available on the site.
2. Spreading the word- Create
a voice for your website as a deeper dimension to the visit. You can create audio clips such as podcasts,
or I would think videos are also a great way to get people back to your
website.
3. Keep your blog buzzing- Use a
company blog to put out information and to get customers to interact with
you. By posting a question at the end of
the blog, users can come back and comment and have conversations with you.
4. Chat forums- Chat
forums are a way for people to share stories and create a community to the
website.
5. Keep your hand in the game- Don’t
just look for automated marketing. Build
on the relationship with your repeat visitors by providing a personal touch.
At my company we
rent video and audio production equipment and we are always getting in new
products. When thinking about my company website, these tips are really helpful
to me. We always have new products in
our rental catalog and I don’t think people always see them. These tips are helpful ways for me to get
more repeat visitors to keep coming back to our page to see what new products
we have in the rental catalog.
Do you have any
tips on how to get more repeat visitors?
References
Kaushik, A.
(2010). Web analytics 2.0: The art of online accountability & science of
customer centricity. Indianapolis, IN: Wiley Publishing.
Martell, R.
(2011). 5 strategies to create repeat visits and improve sales opportunities.
Retrieved from http://www.expand2web.com/blog/5-strategies-to-create-repeats-visits/
“What drives repeat visits?” (2010). Retrieved from http://webanalyticssimplified.blogspot.com/2010/06/what-drives-repeat-visits.html
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