A “repeat visitor” is someone who has visited your website, online store or digital application more than once. Acquiring and retaining them is an important part of digital marketing and selling, as these users are more likely to convert from just browsing to an actual purchase. They also represent contentment and loyalty to the brand, as returning to a site more than once suggests they find value and purpose in it.
In order to increase repeat visitor numbers, there are certain steps and processes to follow. First, create content and products that your users will value. It should be of the highest quality and constantly updated to keep them coming back. Investing in customer experience is key, as any rocky shopper journey may discourage users from coming back. Put focus on navigational ease, offer personalised and helpful recommendations, and maintain a strong level of customer service.
Moreover, establishing a rewards system incentivises visitors to keep returning. It may comprise of any combination of discounts and promotional offers, a loyalty program, bonus points and exclusive products. It can even be improved upon with email newsletters and different types of communication to establish a relationship with the customer.
Engaging with customers or site visitors can also include a feedback loop. This can be in the form of an online survey, questions or even social media conversations.
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Another important aspect of repeat visitors is search engine optimisation (SEO). By making your website or application easily visible in search engine results and using keyword-rich digital assets, you can direct more visitors to the site in general. This can also utilise search engine marketing (SEM), social media, blogs, press releases and more, to draw more attention externally.
Ensuring maximum visibility is also the purpose of link building. Cross-linking between pages and loading images and videos with proper titles, alt text, descriptions and captions will help to move your website higher up in Google search rankings when people search for it.
Analytics and other tracking/monitoring applications will be useful to find out where your visitors come from. This provides a better idea of the kind of market segment you’re dealing with, and therefore creates an opportunity to tailor your offers specifically for that specific incoming traffic.
Finally, there is always the option of using digital marketing and retargeting campaigns. This allows for further interaction with potential and former customers, giving you a better insight into the interests, hobbies and needs of your target audience. Displaying ads that follow people outside of the website is a good way reach them wherever they may be, as is offering content that people may be interested in outside of a sales context.