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How do return visits to a retail site affect purchase rate

Author's avatar By Dave Chaffey 27 Jul, 2017
Essential Essential topic

Chart of the day: Research shows the power of email marketing to encourage return visits

Much of the insight about how our audiences interact with us online relates to acquisition channels and conversion to sale. So, I was interested to see this research from Ecommerce personalisation platform provider Monetate which shows returning visitor behaviour related to channels.

It prompts us to evaluate returning visitor rates and their impact on sales and how we can influence them through communications using different channels.  This curve shows an interesting behavioural trait where most visitors return within a short period of a week or so (if they are going to return), but others do return.

What are the implications? Monetate conclude with this takeaway:

While outreach tactics, such as targeted emails, should be concentrated within that one-week window, there’s plenty of opportunity to re-engage shoppers after that one-week window: Nearly 30% of all returning visitors come back after a week.

The research highlights the importance of email marketing for encouraging return visits since prospects and customers who are email subscribers. Nearly 70% of all shoppers who initially visit a site from an email return within a 60-day window, and 48% return within seven days. By contrast, 48% of shoppers who initially visit from social media return within 60 days (and only 33% return within the first seven days) and 39% of shoppers who initially visit from search return within 60 days (and only 27% return within the first seven days).

Given the power of email, it's no wonder retailers use many tactics to acquire email addresses to grow their email list. It IS surprising that some other businesses aren't so proactive about it email growth.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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