May 15, 2006, 12:00 AM

Repeat visitors 8 times more likely to make online purchase

Visitors returning to a web site are eight times more likely to make an online purchase than new visitors, according to new data from WebSideStory.

Kurt Peters

Executive Editor

Visitors returning to a web site are eight times more likely to make an online purchase than new visitors, according to new data from WebSideStory Inc. During the first three months of 2006, repeat visitors to business-to-consumer e-commerce sites had a conversion rate of 12.61%. That compares with a 1.55% conversion rate for new visitors.

“While it has long been known that repeat visitors make better customers than new visitors, this data shows exactly how much better,” said Ali Behnam, senior digital marketing consultant for WebSideStory. “For marketers of e-commerce sites, this data further drives home the importance of building customer loyalty online.”

Customer loyalty is most important in the computers and electronics category, where return visitors were almost 16 times more likely to make a purchase than new visitors, with conversion rates of 23.12% and 1.49%, respectively.

Loyalty was less important to shoppers at apparel sites, where conversion rates for return visitors (7.56%) was only about six times higher than for new visitors (1.37%), according to WebSideStory. “This makes perfect sense as consumers are more apt to buy clothing on the spur of the moment than a big-ticket item like a computer or television, which requires more research,” Behnam said.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

FPO

Charles Nicholls / E-Commerce

E-mail remarketing: three best practices to maximize revenue

Consumers who make it to the shopping cart are interested in buying. The chief strategy ...

Advertisement