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Tracking unique returning visitors offers insights into website “stickiness” and engagement. By looking at both new and returning visitors you can see the impact of retention strategies.
You need your rV metric to make informed decisions for building repeat engagement and customer loyalty.
These visitors visited the website once and then visit again within the defined period.
We all know by now that cookies aren’t what they used to be. Between privacy settings, device switches, and users deleting cookies, all you’re left with are a few crumbs. Not the reliable data you need for dialing in your strategy.
You can use tools like Wicked Reports to get a more unified view by linking sessions and interactions from different devices, channels, and touchpoints. This way, you can track actual behavior instead of just one-off sessions.
Of course, capturing their email or a personal log-in gives you the most detail of their customer journey.
By tracking Returning Website Visits (rV) over time, marketing leaders can identify which content, products, or features are driving repeat engagement. This data enables them to refine high-performing elements and improve areas that may not resonate as well with the audience.
For CMOs and VPs of Marketing, Returning Website Visits is a vital indicator of customer retention and satisfaction.
High returning visits suggest the website provides content or products compelling enough to entice visitors. Low returning visits may signal that users don’t find enough value to revisit.
rV serves as a benchmark for evaluating engagement and retention strategies over time. Marketing leaders can compare visits across weeks or months to identify trends, monitor loyalty program success, or measure the impact of new content and messaging strategies.
Let’s look at a e-commerce company tracking rV over a month:
The company observed an 80% increase in Returning Website Visits last month from Week 1 to Week 4. The CMO dives into a deeper analysis and finds two primary drivers of this increase:
Contributed to a 20% increase in returning visits from subscribers in Week 2.
Led to a spike in returning visitors in Week 4.
This spike could mean visitors are interested in the product but hesitant to invest the money.
Or it could signal that their audience responds to opportunities to win no matter the prize.
The CMO concludes that email marketing and interactive campaigns like contests were key drivers of returning visits. Now their team can use these insights to plan future campaigns and refine retention strategies. Combining the elements that worked from the email or contest with known pages or offers that convert can generate a boost in sales.
For senior marketing professionals, the Returning Website Visits metric gives a time-sensitive view of how a website retains and re-engages visitors.
It is essential for assessing retention strategies, optimizing content and product offerings, gauging customer loyalty, and tracking performance over time.
By leveraging insights from Returning Website Visits, CMOs and VPs of Marketing can make data-driven decisions that increase traffic, boost customer loyalty, enhance engagement, and support long-term business goals.
