Behavioral Segmentation and Targeting: Engaging Recent and Returning Site Visitors

Consumers arrive at your site, look around, come back a few times, and finally decide to make a purchase — or not. If those consumers are interested enough in your products or services to return to your website, what can you do to help convert them to customers? And how can you get their attention if they've been to your site only once and are still shopping for products or services that you offer? According to useit.com (article published in 2005), 75 percent of orders are placed within a day of the consumer first visiting the site. That leaves 25 percent of consumers who come back to a site, perhaps more than once, before deciding to buy. With higher-priced items, the purchase cycle tends to be longer. The above article gives an average conversion rate of two percent, and the percentages include only those who become customers. Our focus in this article is on how to increase the conversion rate among recent and returning site visitors.

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