To achieve this a variety of devices can be used, both to increase the length of site
visit, and to make users return. A measure of a site’s ability to retain visitors has been
referred to as ‘site stickiness’ since a ‘sticky’ site is difficult to drag oneself away from.
Activity 8.1 is intended to highlight some of the methods that can be used to achieve
the objective of repeat visits.The promotion element of an Internet marketing plan requires four important decisions
about investment for the online promotion or the online communications mix.1 Investment in promotion compared to site creation and maintenance
Since there is a fixed budget for site creation, maintenance and promotion, the e-mar-
keting plan should specify the budget for each to ensure there is a sensible balance and
the promotion of the site is not underfunded. The amount spent on maintenance for
each major revision of a web site is generally thought to be between a quarter and a
third of the original investment. The relatively large cost of maintenance is to be
expected, given the need to keep updating information in order that customers return to
a web site. Figure 8.22 shows two alternatives for balancing these three variables. Figure
8.22(a) indicates a budget where traffic-building expenditure exceeds service and design.
This is more typical for a dot-com company that needs to promote its brand. Figure
8.22(b) is a budget where traffic-building expenditure is less than service and design.
This is more typical for a traditional bricks-and-mortar company that already has a
brand recognition and an established customer base.Selecting the optimal communications mix
Activity 8.1 Methods for enhancing site stickiness and generating repeat visits
This activity is intended to highlight methods of on-site promotion which may cause people to
visit a web site, stay for longer than one click and then return. For each of the following
techniques, discuss:
1 how the incentives should be used;
2 why these incentives will increase the length of site visits and the likelihood of return to
the site;
3 the type of company for which these techniques might work best.Techniques
Sponsorship of an event, team or sports personality.
A treasure hunt on different pages of the site, with a prize.
A screensaver.
A site-related quiz.
Monthly product discount on an e-commerce site.
Regularly updated information indicated by the current date or the date new content is
added.
Note that as well as ‘up-front’ incentives there are some simple techniques that make a site
‘fresh’, which can be used to generate repeat visits. These include:
daily or weekly update of pages with a date on the web site to highlight that it is updated
regularly;
regular publication of industry- or product-specific news;
the use of e-mails to existing customers to highlight new promotions.Selecting the optimal communications mix