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Tips From the Front Lines
repeat visitors on your site. What separates great B2B sites from
the rest? Content key to building lists.
AICPA Custom Media Solutions
Visitors More Likely Than New Visitors to Purchase Online
When it comes
to making a purchase online, repeat visitors are eight times more
likely to click the order button than new visitors, according to
new data from WebSideStory, Inc., a San Diego-based provider of
digital marketing research and analytics. During the first three
months of 2006, repeat visitors to business-to-consumer e-commerce
sites had a conversion rate of 12.61 percent, compared to just 1.55
percent for new visitors, according to the WebSideStory Index, a
statistical barometer that features techno-graphic trends culled
from the millions of daily Internet users that visit web sites using
the company's award-winning web analytics solution, HBX Analytics.
it has long been known that repeat visitors make better customers
than new visitors, this data shows exactly how much better,”
said Ali Behnam, senior digital marketing consultant for WebSideStory.
“For marketers of e-commerce sites, this data further drives
home the importance of building customer loyalty online.”
is particularly important in the computers and electronics category,
where repeat visitors were nearly 16 times more likely to make a
purchase than new visitors with conversion rates of 23.12 percent
and 1.49 percent respectively. By comparison, visitor loyalty was
less important for shoppers at apparel sites, where the conversion
rate for repeat visitors (7.56 percent) outranked the conversion
rate for new visitors (1.37 percent) by less than 6 times. “This
makes perfect sense as consumers are more apt to buy clothing on
the spur of the moment than a big-ticket item like a computer or
television, which requires much more research,” Behnam said.
Rate — New vs. Repeat Visitors
Computers & Electronics
What Separates Great B2B Web sites From
the Average Ones?
“Most B2B sites emphasize internally focused
design, don’t answer customers’ main questions or concerns,
place barriers in the way of prospects who use the Web to discover
[vendors/solutions providers] to place on their short lists,”
said Web interactivity guru, Jakob Nielsen, principal at Nielsen
Norman Group in a recent trade magazine interview. “These
sites haven’t recognized that the Web has turned the tables
on relationships between companies and their customers, with most
online interactions demand-driven, where you either give people
what they want or see them abandon your site for the competition.”
What makes a B2B site great? Nielsen
says is a site that’s “more forthcoming with information
for new users in the early stages of research.” Sites often
deprive users of needed information by an overly confusing navigation
structure or by presenting overwhelming and convoluted content,
What key trends are you seeing in B2B sites
right now? “Busy business people have stopped saving
brochures and advertisements because they assume they can look up
the equivalent information on the Web.” One of the first actions
most people do when considering doing business with a company is
looking up its Web site. Guess what happens when a company’s
site inadequately communicates the credibility of a vendor.
Ways to improve a B2B Web site?
Most need a complete overhaul, with an emphasis on what customers
tell them in user testing. A quick fix he recommends is a good “About
Us” page and “good overview pages for each product category.”
Content Is Key to Building E-Lists
E-Mail marketers should mix promotional and editorial
content, according to Stephanie Miller during last month’s
MediaPost's E-mail Insider Summit in Scottsdale, Arizona. Miller,
vice president of Return Path, said this "news you can use"
approach boosts the perceived integrity of marketing emails in the
minds of both recipients and ISP monitors — its two most important
constituents. By making marketing emails into mini-newsletters,
Miller said, these small additions can yield substantial results
in CPM and ROI.
"It's really about a little bit of content
— three or four sentences," Miller remarked, pointing
to a successful email campaign by Hold Everything, which sells home
accessories for storage. "It changed it from a promotional
email to something that is worth taking a few seconds to read ...
A little bit of content can go a long way."