Retaining Visitors on Brand Websites
Retaining Visitors on Brand Websites…
Different types of websites attract visitors with different motivations. On brand websites, sites that are not e-commerce but are designed to promote the brand, the visitor mix is interesting. We looked at data from 11 WebIQ projects and 5793 visitors to brand websites. 61% of the visitors were there for the first time. Only 13% classified themselves as frequent visitors. The 3 primary reason that visitors cited for coming to the site were:
- Get coupons, giveaways, or enter sweepstakes - 28%
- Gather product information - 23%
- Use the site as an information resource - 17%
47% of the brand site visitors declared their visit a success while 38% declared their visit a failure. Now here’s where it gets interesting. For the 38% that declared their visit a failure, brand affinity dropped by 4% and only 35% say they will return to the site while 45% say they will not return. For the 47% that declared their visit a success brand affinity rose 5% and 76% declared themselves likely to return to the site vs only 9% who said they will not return. That’s a huge difference.
The message for brand websites is clear: focus on providing the functionality and usability that will ensure visit success so that the site delivers on the mission of raising brand loyalty.