Increase Repeat Business

Using Repeat Visits Analysis

The concept of first time versus repeat visitors is easily understood, but actually quite difficult to determine technically for a website and capitalising on this information with targeted marketing campaigns is even more difficult. However, this can be easily done using Affinium NetInsight and integrating it with an existing CRM system or contact management system.

If you know when a visitor has returned to your website, the recency of that visit (amount of time that has passed since a visitor's last visit) and the frequency of visits from a particular visitor, you can build up a greater picture of the relationships you have with your customers online.

Business Goal

To increase profits by retaining current customers and gaining repeat business, since the acquisition of new customers is known to be more expensive.

This of course does not negate the goal of acquiring new customers, necessary as well to avoid risk of going out of business should existing customers be lured away by a competitor.

Most Common Challenges

• Visitor identification, whether through cookies or user names, is not an exact science dues to challenges such as visitors deleting cookies repeatedly, visitors using more than one computer to look at a website, or cookies may expire (Websites using registration mechanisms can reduce this margin of error by using a username for visitor identification).
  

• Even registered-users only websites have a public portion which requires no registration. A visitor may only obtain a cookie or login during part of their visit. This makes correct sessionisation and visitor recognition impossible for less sophisticated website analytics systems (Affinium NetInsight is able to get round this challenge of visitor identification by offering a completely flexible approach, in which visitors can be identified in multiple ways and not just from persistent cookies).
  

How SCL Analytics can help

Affinium NetInsight On Premise (higher traffic volumes) offers a powerful web analytics solution, enabling you to integrate your online data with your CRM systems, allowing you to analyse your repeat visitors and ultimately target that promising segment with specific marketing campaigns.

For more information download our FREE Recipe Card (PDF File) "Increase repeat business with repeat-visit analysis and recency analysis" or Contact us to find out more about our web analytics solutions and how they can help you optimise your online marketing campaigns.

Related Affinium NetInsight Diagram

An Affinium NetInsight graph showing New visitors vs. repeat visitors.