This is the first in a series of posts looking at findings published in Paco Underhill’s books on shopping (see below), in order to understand how these findings might be applied to websites. The series was announced a week ago, and subsequent posts in the series will appear weekly.
The discussion point for today: A Reason to Return
Mr. Underhill points to retailers that successfully exploit this method of engaging their customers (video and music stores that promote upcoming new releases) and those that do not (bookstores, except for Harry Potter
How can websites give their visitors a reason to return?
Fresh content. If you aim at all for repeat visits, you need fresh content. Even better if the fresh content arrives dependably or predictably — then your visitor can schedule a return in anticipation of the fresh content (like a weekly post on shopping).
How can websites inform their visitors of this fresh content? Note that we’re talking here about visitors at your website right now — how can you give them a reason to return?
Blogs (like this one) are one obvious answer, but not the only answer.
News portals (like news.cehwiedel.com) are another answer, one that can provide both big & bold, and more detailed information.
A calendar of upcoming events — not something used much by the blogosphere except in an offhand I’m-headed-to-the-airport way to let visitors know that there won’t be any posts while the blogger is airborne.
However, a short upcoming-events list, even a headline doubling as a link to more details, in a high traffic area of the website could increase repeat traffic.
If your website has a point where everything grinds to a halt, such as while an online sale is confirmed, give your visitor something to look at besides a whirling candy or “Please wait.” Displaying useful information about upcoming events might even prevent your visitors from repeatedly clicking the Confirm button out of frustration and boredom.
Do you have another suggestion? Let me hear about it! Post a comment below, or send me email.
This series of posts is based on Paco Underhill’s books on shopping:
For my purposes, the second book, Call of the Mall
See you next week for article #2.
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[...] The first in the series discussed giving visitors a reason to return. [...]
[...] Kicking Over My Traces adopts shopping guru Paco Underhill’s bricks-and-mortar advice to websites in A Reason to Return, Interception Rate, and Display Windows (H/T: Frugal Underground). [...]