Give your visitors reasons to come back to your site.

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You've done the impossible: you've figured out how to get people to come to your site. Congrats. But don't celebrate too long. The hardest is yet to come: repeat visitors.

Getting people to check out your site once is hard. Getting them to come back a second and third time is far harder. Why? Because the stuff you have to add to your site to get people to come back doesn't generate revenue. At least it doesn't do it directly. That's a hard nut to swallow. That lack of realization may be why so many sites have such a hard time getting repeat visits. If you focus all your time and energy developing elements to build e-commerce, you won't have any time left to develop elements to build repeat visits.

Don't try to move the mountain all at once. It's not easy to get in the habit of making repeat purchases online. It's easier to get in the habit of coming back to the same site over and over again. Make visits your focus, and purchases will come eventually with trust.

To get repeat visitors, do the following:

  1. Focus on content, not products. People are not going to purchase something every time they come to your site. You'll always get more visits than purchases. If you want to increase purchases, increase visits. You do that by supplying content.
  2. Be timely. If visitors see new, current, useful information updated daily, they'll come back for more... daily.
  3. If it's new, put it on the front page. The only way visitors will know you've updated your site is if it's the first thing they see.

Content on a e-commerce site? I know it may sound far-fetched, but i's the magical formula to get repeat visitors. Read on to see who did it right, and who did it wrong.

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