Why a Traffic Retention Strategy Matters

It’s getting increasingly harder to generate and secure traffic to your site. Time to reconsider your strategy for building this valuable asset? Statistics show persuading a customer to visit your site is 10 times more difficult than persuading existing customers to make a purchase.

What’s your traffic retention strategy? What measures are in place for retaining visitors?

It’s said Amazon.com’s original strategy was to retain customers for at least 10 years. That’s an ambitious goal. But you do need a traffic retention strategy that looks further into the future than one day or one week. Short-sightedness is characteristic of most sites. Look 3, 6, or even 12 months ahead. Give more to each customer during that period. There are returns with this strategic investment. You won’t make your goal tomorrow, but perhaps six months to a year from now you will.

Why talk about long-term strategy in times demanding instant return on investment (ROI) and instant results? Because your customers aren’t dumb. We’re all customers, after all. We’re all sick and tired of the never-ending addictions to decreasing quality and supposedly “special” offers. While everyone focuses on short-term goals, today’s discount, and other gimmicks, smart marketers combine this thinking with long-term vision. They’re plotting in substantial timeframes to survive beyond today.

Brands that will reap rewards in 6 to 12 months are those adopting parallel short- and long-term strategies. In doing so, they communicate to customers they don’t stand for short-term, opportunistic gain. They want to build loyalty.

Easier said than done? Yes. In coming weeks, I’ll take you through some future-focused activities you should consider adopting. They can help you establish more enduring customer loyalty, secure valuable repeat visits to your site, and encourage increased frequency of return and consequential revenue gain.

None of this will put an end to your day-to-day, short-term strategies, important for generating buzz around your site. The two approaches must be combined and work in harmony. Make your customers feel you’re in business for the long haul and not, like so many other Web sites, only for today. Acting like there’s no tomorrow can persuade visitors that’s exactly the case. There’s no reason for them to visit again.

Next week, I’ll take you through the fundamentals that need your attention now more than ever. I’ll be provocative — hey, I need to give you a reason to come back to my column and learn how loyalty can really pay off.

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