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Getting Visitors to Return to Your Site

On October 24th, Google announced its latest algorithm update called BERT. According to the release, Google says that this will affect 10% of queries, which means this is one of the biggest Google updates of the last 5 years!

Instead of looking at the user’s search query on a word by word basis, BERT allows Google to interpret the entire phrase better to give the searcher more accurate results.

Slight modifications or even simple words in a search query can dramatically alter the search intent. With this new update, Google is getting better at interpreting what the users are truly looking for when they search.

What does this mean for you? Sites that have lots of good content in the form of well-written, long-form guides to be the winners of this update. Sites with lots of good content that is update regularly are are the ones that are most likely to get return visitors.

Most visitors (98%) to a website will leave without ever getting past the first page, never to return again. As a result, website owners are constantly looking for new ways to get repeat visitors and get them to engage with their site, staying on it longer and visiting multiple pages.

The Onion once mocked this behavior with an article titled, “New Facebook notifications alert users when they are not currently looking at Facebook.” As they put it:
“We hope these helpful new alerts will improve our users’ experience by prompting them to revisit the site in the event they momentarily turn their focus elsewhere.”

During the blind auditions, the Voice used a technique we see in various TV shows, including season finales, of  “To Be Continued…” You could do this too. In fact, you might notice that I try to do this with my newsletters, leaving readers hanging with where I put the “more” tag. For example, if you want to get more visitors to return to your site more often, the trick it so … “read more”…

Of course you can always use retargeting ads, the pesky little banner ads that follow you all over the internet once you have visited a site one time. Retargeting ads work because they draw your attention back to a site you previously visited. It is one of the services we offer at WebStores Ltd.

You could try a “Frequent Flyers” (frequent visitors) program using a tool like Gratisfaction and reward viewers for how often they return to your site. You could also make a game out of it, such as “Find the hidden turkey” somewhere on your site. Each day, you “move” the turkey to a different page, encouraging them to spend more time on the site trying to find the hidden picture – the reward of course is significant enough (like a $100 Visa Gift Card), that people will want to play your game. And it doesn’t have to be a turkey, it might be a hidden Santa, Valentine, Easter Bunny, flag or whatever.

The best ways to get people to come back to your website is to capture their email address, then send them links to your most recent post on a weekly basis. Click To Tweet

One of the best ways to get people to come back to your website is to capture their email address, then send them links to your most recent post on a weekly basis. In fact, you can get up to 70% of your visitors to return within a 60 day period if you send them an email. That is what this newsletter does.  If you are a regular reader you will be aware that each week you get a new article in your inbox, directing you to my site to finish reading the entire article. Regular, consistent content with new material delivered to your email subscribers every week (or more frequently if you are a news site or big enough, like Amazon to pull it off), is the key to getting people to return to your site over and over again.

Don’t think you have material to deliver content to your customers? Amazon of course has a huge number of products, and they can just send you product info. But think beyond just products or services, think about feelings and benefits. For example, you could write a series of articles on “the benefits of drinking tea everyday.” Or if you are a house cleaning company, you could write an article about “How to throw a great dinner party,” and of course one of the tips would be to hire a professional house cleaner before and after the party. You could write a story about an experience a customer has had while using your travel bags. The important thing is to deliver quality content on a consistent basis if you want someone to come back to your site more than once.

Once you get them on your site, it is your responsibility to not let them leave until they give you their email address. Click To Tweet

And once you get them on your site, remember that it is your responsibility to not let them leave until they give you their email address. Of course, if they are a repeat visitor and have gotten to know, like and trust you, then at some point, you want them to become a customer. And eventually a repeat customer. Or better yet, a regular and frequent customer who buys from you over and over again. That is why […]

A Dozen Secrets to running your ecommerce business like Amazon: Bonus Tip 2. Be Passionate About What You Do!

“One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions. Your passions choose you.” – Jeff Bezos It is now time that you apply the material you’ve read about in this ebook. Mix these 12 secret ingredients together and blend it to fit Read more about A Dozen Secrets to running your ecommerce business like Amazon: Bonus Tip 2. Be Passionate About What You Do![…]

A Dozen Secrets to running your ecommerce business like Amazon: Bonus Tip 1. Innovate

“My view is there’s no bad time to innovate.” – Jeff Bezos

bonus1-innovate

 

Amazon claims to be “the world’s most customer-centric company,” and it actually lives up to that reputation well. But many have labeled Amazon as the world’s most disruptive company, and the reason is because they continuously innovate. This is the secret that is going to make you a lot of money. If all you do is sell other people’s products, you will never be seen as a leader in your field – you need your own product(s). The best-selling item on Amazon is the Kindle, Amazon’s ebook reader. This is followed by the Amazon Fire TV Stick. And the Amazon Echo comes in at number 6.

Truly innovative products, services, and even delivery techniques attract the attention of the press and influential customers. Amazon is Amazon because they […]

A Dozen Secrets to running your ecommerce business like Amazon: #12. Hire an Expert

“I’d rather interview 50 people and not hire anyone than hire the wrong person… If you’re the right kind of person and you like to invent, you like change, and everything you see as you move about the world you think how it could be improved, that’s just fun and at Amazon over the last 18+ years has attracted a bunch people like that and we have a ton of fun doing it.” – Jeff Bezos

tip12-hire an expert

Like most successful companies, Jeff Bezos doesn’t try to do everything himself. Amazon hires experts to build both its website and its products.

If you’ve downloaded some free legal forms on the Internet, that does not make you a lawyer. Of course, having a copy of QuickBooks doesn’t make you an accountant and having a copy of AutoCAD doesn’t make you an architect or engineer. And getting WordPress and building a single site doesn’t […]

A Dozen Secrets to running your ecommerce business like Amazon: #11. Think long-term

“We know the energy we put into it today will still be paying off dividends for our customers 10 years from now. When you have something that you know is true, even over the long term, you can afford to put a lot of energy into it.” – Jeff Bezos

tip11-think long term

Amazon is known for having started out with using doors as desks – the company was and remains frugal because Bezos wasn’t interested in being flashy, he was thinking long term. Even though Amazon is a public company, they are known for investing in the future and looking at a return on investment in terms of years, not weeks or months. Your ecommerce business is not […]

A Dozen Secrets to running your ecommerce business like Amazon: #10. Make it easy for the customer to do business with you

“We see our customers as invited guests to a party and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos

tip10-easy-to-do-business

You aren’t in business to make it so things are easy for you, but instead, so things are easy for the customer. That’s why Amazon invented one-click checkout. You should offer multiple payment options, including both PayPal and credit cards – it should be convenient for them! It doesn’t matter if […]

A Dozen Secrets to running your ecommerce business like Amazon: #9. Regular Emails

“People forget already how much utility they get out of the Internet – how much utility they get out of email, how much utility they get out of even simple things like brochureware online.” – Jeff Bezos

tip9-email

Email is still perhaps the best marketing tool available. Not only can you send very targeted messages to your customers, but you can […]

A Dozen Secrets to running your ecommerce business like Amazon: #8. Great Customer Service, Not Just Lip Service

“If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online where word of mouth is so very, very powerful. If you do build a great experience, customers will tell each other about that.” – Jeff Bezos

tip8-great service

Amazon has the highest reputation of any corporation even higher than Disney or Apple.

You don’t get this kind of reputation by accident. I recently ordered a package for a friend in Philadelphia – UPS tracking showed it had been delivered, but my friend did not get it. Perhaps it was stolen. Whatever the case, Amazon refunded my money no questions asked. Wow! Jeff Bezos and the team at Amazon work extremely hard to make sure that […]

A Dozen Secrets to running your ecommerce business like Amazon: #7. Measure Everything

“The great thing about fact-based decisions is that they overrule the hierarchy. The most junior person in the company can win an argument with the most senior person with a fact-based decision.” – Jeff Bezos

tip7-measure everything

Amazon is notorious for measuring and analyzing everything that can be measured. Bare minimum, add Google Analytics to your site and review your stats at least weekly.

Integrate your data with your other systems – does your CRM program talk to your […]

A Dozen Secrets to running your ecommerce business like Amazon: #5. Create an Affiliate Program

“Amazon Associates is one of the first online affiliate marketing programs and was launched in 1996…When website owners and bloggers who are Associates create links and customers click through those links and buy products from Amazon, they earn referral fees. It’s free to join and easy to use.” – Amazon Site

tip5-affiliates

Amazon gets others to market and sell their products by paying them a commission. You need to do the same for your business. Invest in affiliates and JV (joint venture) partners to get them to market on your behalf!

Here is a quote from Jim Cockrum: “The companies who have the offers you are promoting sit back and love it because YOU are taking all of the risk to build their businesses!”

Affiliate programs (also known as reseller programs, associate programs, etc.) are an opportunity for you to get hundreds, even thousands of web sites all driving traffic to your site and making sales for you…

And the best part is […]

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