Vin65 Blog

DTC wine thoughts served up by Vin65

Andrew Kamphuis
December 8, 2008 | Ecommerce, Marketing | Andrew Kamphuis

Lucky Number 3.

We've been talking about the importance of first time visitors to your site. Last week we were doing some analysis for a customer, and as I watched Jason walk through their web statistics, a really interesting statistic jumped out at me.

Most purchases happen on the third visit to this customer’s website. (While we don't have statistics across our customer base, I can tell you that this customer has sizable traffic and a sizable order volume on their site)

Obviously repeat visitors buy more than first time visitors, but I would never have guessed that it took a person three visitors before they made their first purchase.

If the average person doesn't buy until they have visited your site three times, there are a few things that you can consider doing:

  1. You can try and figure out why they don't buy sooner. (Maybe have a first time visitor special, try and increase the level of trust with testimonials, guarantees, etc)
  2. More importantly you can try and find ways for a customer come back to your site. What are you doing to ensure that they come back. (Entice a first time visitor to subscribe to your weekly specials, etc)

Any thoughts?


Commenting has been turned off.