Metric: Repeat Visitor Rate
Category: Visit characterization
It is
estimated that the cost of acquiring a new customer is five times more than
retaining an existing one. (Cheng, 2015). Analyzing customer loyalty and
retention through Web analytics is important, and metrics like the repeat visitor
rate (RVR) are relevant for these purposes. “RVR
is a metric that measures the rate of return visitors to your website. It’ll
often be a good indicator of whether your marketing communications and content
marketing programs are healthy” (2015). As a general rule of thumb, an RVR
under 25% means that website content should be refreshed, 30% means content is
engaging to visitors, and 50% or higher is excellent and the company should
turn focus to paid distribution to attract more visitors. To find RVR, divide
the site’s return visitors by the total number of unique visitors (2015). Below
are some real-life examples of how RVR is used:
1.
Geolocation technology is becoming more widely used,
especially since a majority of consumers these days have mobile phones. With great
levels of accuracy, marketers are now able to target the right customers in the
right location at the right time for retailers with brick and mortar stores,
which creates increased engagement, conversion and revenue. This technology can
help with repeat visitor metrics when an app is combined with user behavioral
data. Personalized push notifications can be sent to customers that have been
at your location before after they break the geofence near a store. When this
location data is added to a customer profile, retailers can track repeat versus
occasional visitors. These retailers can reward repeat customers with
specialized coupons and offers for their loyalty (Hamer, 2018). This is an
example of a non-ecommerce site’s use of measuring return visitors.
2.
Marketers at Contently have a strategy of sorts and they
work to consistently see how their efforts are playing out using the RVR metric.
They reference Google Analytics monthly to obtain their RVR measures. Along
with that, they also look at their “most popular URLs, the
content formats these pages offer, content topics that have resonated during
this time period, the average time spent on [the] site with these pages, and
shares counts and comments” (Cheng, 2015). From there, a 3-6-month content calendar
is created to build relationships with their visitors.
From there, the team figures out which content pieces in the content calendar will be distributed (i.e. through social media, email marketing, etc.). Email marketing is touted as their most effective way of increasing RVR, as it is a reminder to users of their content, but also a potential “forwarding vehicle” that can reach an audience that other Contently resources may not reach. Contently sees 16% of visitor web traffic from email subscribers. Here’s a look at where all of their visitors come from:
(Cheng, 2015).Another piece of the pie (pun intended) that cannot be seen from the above pie chart alone is the average attention time of the users logged onto the site. For Contently, in the first half of 2015 (the year this reference article was written), return visitors on the site “viewed 300 percent more pages per session and logged 61 percent more attention time per session than one-time visitors” (2015).
Repeat visitors
are important to any business, as they tend to be more loyal overall. If your
business has few repeat visitors, a focus on content and brand development is
key. Now, visitors can be found from other places than just a website. Mobile
is a huge avenue many businesses should consider as part of their overall Web
analytics strategy.
References
Cheng,
R. (2015, August 018). How Loyal Are Your Customers? This Metric Has the
Answer. Retrieved October 20, 2018, from https://contently.com/2015/08/18/how-loyal-are-your-customers-this-metric-has-the-answer/
Hamer,
R. (2018, October 12). How Geo Campaigns Can Help You Win More Moments of
Engagement. Retrieved October 21, 2018, from
https://www.business2community.com/marketing/how-geo-campaigns-can-help-you-win-more-moments-of-engagement-02127551
No comments:
Post a Comment