Make It Fun to Keep Them Loyal
What makes consumers love your Web site? The answer might be as simple as child's play. Research shows that customers have a more positive attitude toward a site when their online experience is engaging and enjoyable. And enjoyment is an important determinant of why consumers shop.
When they become immersed in your site, customers view being on it as fun rather than work. Since their experience feels like play, they return more—making them more loyal to the site, the company and the brands it sells.
What creates this immersion? Research suggests you gain loyalty when:
- The site challenges customers. Customers don't want to be bored. When the skill required to navigate your Web site marginally exceeds customers' search skills, they see the experience as an enjoyable escape rather than a burden.
- Customers believe they have the skills to find what they want on the site. If customers can't follow the site navigation, they will lose interest in their search and, perhaps, your company and its products.
- Customers feel they have control over the search. If the navigation is too complicated for the average user to master, they won't return to the site.
The Po!nt: Design your Web site with the end-user in mind. Make it a fun challenge, not a task. Customers who become immersed in your site will be more loyal to the site, your company and your brands.
Source: "Play, Flow, and the Online Search Experience" by Charla Mathwick and Edward Rigdon. Journal of Consumer Research, 2004.
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