How to Improve Return Visits to your Web Site

Generating initial interest in your web site can be difficult enough, given the sheer number of competitive distractions on the Internet. However, it takes a special savvy and moxie to generate recycled excitement about your site. Here are some general strategies and ideas for boosting the visibility, usability, and originality of your web site.

Follow up with your customers. This old saw of business ethics has been around for centuries, but in the world of ecommerce, where loyalties are thin and the “new and better” always seems just around the corner, following up is essential for building your web site brand. Offer subscriptions to free web site letters. Provide toll free complementary assistance, ideally around the clock if you have the in-house capacity. If you don’t, consider outsourcing your customer service during non-business hours.

Get feedback from the people who do make purchases, sign up for subscriptions, or otherwise take information from your web site. Put the feedback to work quickly. Follow up -- again, that buzzword -- with your customers to make sure that the improvements you’ve made to your web site are concomitant with the suggestions given. When customers feel like they are intimately involved with building your business, they will be far more vocal and helpful in terms of giving you criteria.

Leave your ego at home. Sure, you may fancy yourself an artistic web site designer and a well versed copywriter. However, what you put out on the web is what matters. As any top-tier professional artist will tell you, revision is part and parcel of the creative process. Don’t expect to set your web site in stone. Instead, expect to come up with many (potentially dozens) versions of the web site and to test these different incarnations with various metrics.

Finally, learn to synergize your offline and online endeavors. Give online customers coupons for your brick-and-mortar store. Conversely, give your walk-in customers web-only discounts. Think of your business as a whole, not as discrete online and offline enterprises. Talk to other entrepreneurs who’ve successfully integrated their walk-in and online business and read interviews of successful online CEOs. You can evolve the shape of your online and offline interactions even after you’ve achieved a positive ROI.

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