Types of Site Visitor
Who are the right people? The people with whom it is important to build relationships? Last Tuesday I reviewed the purpose of the copy on your site. Your copy should aim to build relationships with the right people.
So, it is important to know your market, find the people who belong to it and build relationships with them. This is essential whatever your site is about. There is little point in running a site if it does not address the needs of your market.
Three Types of Visitor
People not interested in your site
People arrive through all sorts of accidents and so you need to manage expectations. You don’t want the wrong people to waste their time or yours on the site. Some will leave almost immediately. Others may take longer to work out your site is not for them. Some may start a relationship and then work out your site is after all not for them. Mostly these visitors are not a problem unless you get someone who takes up a lot of time by trying to persuade you to change your purpose to meet their needs. In the extreme these people are known as trolls. A very small number of visitors will be so extreme, so it’s helpful to know they exist!
Visitors who become faithful supporters or customers
The evidence is if someone makes a purchase they are more likely to make a repeat purchase. This does depend upon them being satisfied with their purchase of course. The same applies if they respond in other ways, eg by joining in your campaign. To turn visitors into customers or supporters you need to build trust through your site. This may not be easy where communication is largely one way, from you to them.
The second customer
These are people who never make a purchase or do whatever it is you want them to do. They sign up to your email list and take part in the free activities on your site. If you want visitors to write to their MP, for example, second customers will sign up to your email list, make return visits, read your material but never write. However, they may publicise your site on social media, tell their friends about it and generally market your work. This can be immensely helpful. Encourage it!
So, the message is ignore type 1, design your site for type 2 and encourage type 3. The good news is you do not need to worry about losing the visitors who are not interested in your site purpose. You do need to worry about losing your type 2 visitors though! If you attract type 2, the chances are you will also attract type 3.
Next time I’ll explain how to find type 2, your potential customers or activists.
How do you design your site for type 2 visitors?