30 of our clients in the travel and tourism business using the Blizzard ROI tracker were analyzed to find out the norm for first time vs. returning visitors. We found:
- The highest returning percentage was 48%
- The lowest returning percentage was 7%
- 23.7% is the norm for returning visitors to a website.
In the graph below, the blue indicates those below the norm and the yellow shows those above or equal to it. You can also see where the client is located, as well as how long we have been tracking statistics.
Is a High Return Rate Good?
- Loyal customers
- Name recognition
- Click fraud possibilities
What Does this Mean for You?
Low Return Rate
- Consider a new design for your hospitality website because you are not “wowing” people to visit your site again or keep it as a bookmark
- Work on your brand or product
- Analyze what target market you have been going after and consider reevaluating your travel and tourism marketing strategies.
High Returning Rate
- Make sure you are not the victim of click fraud by making sure that your bounce rates are not too high
- Keep fresh content on your site for those who keep coming back – a blog might be a great idea to help keep your website spicy
I consistently preach about my trust in and passion for the information you can get from a tracker. From the unique vs. returning visitors statistics, you can help determine if your design is attractive, if you are reaching the proper target market, whether or not you are the victim of click fraud, and if you have an established name or brand for your travel business. Just a few more reasons to consider allocating money for a great tracker that will help your online marketing strategies for your travel destination be more successful.
Katie White – Blizzard Internet Marketing, Inc.