Why do visitors return to a website?
SurveySite developed a list of 40 factors that had the most
potential impact on the repeat visit rate.
From this analysis, a final survey with 12 questions was
developed.
1) Content correlated highest (74%) with the likelihood to make a repeat
visit to a site. The main reason for deciding not to revisit a site was
'frivolous content'.
2) The second most important factor is enjoyability of the site (71%):
either providing a novel experience or entertainment, or an interesting
interface etc.
3) The third and fourth most important factors were the quality of the
organization, or layout (68%) and
4) the degree of uniqueness (66%). Many respondents indicated they would
not return to a site because it was 'like all the rest'.
5) Some 64% of respondents rated ease of finding information or content
as important,
6) followed by whether visitors thought their visit was 'exciting' (61%),
7) visually attractive (58%),
8) easy to navigate (54%),
9) and the speed at which they could move around a site (53%).
Quality of graphics was not an important consideration when compared to
other factors.