Question

Topic: Research/Metrics

Industry Average For Website Returning Visitors?

Posted by Anonymous on 9/14/2010 at 2:02 PM ET 250 Points
Does anyone know what is a good rate of returning visitors vs. new visitors to your website? We're a CPG company and 39% of our total website visits for the year are from returning visitors but I have no real sense if this is good or not and/or how it compares to industry standards if there are any. Can anyone help? I would like to include this information in a presentation but only if it's meaningful.
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RESPONSES

  • Posted by koen.h.pauwels on 9/14/2010 at 2:10 PM Accepted
    Hi,

    Much as I hate to give this answer, it depends:

    1) what is the main goal of your website: customer acquisition or retention? How does that translate to its functionality? If you compare with other websites or industry averages, you should compare apples to apples

    2) I fail to see why the % is important: even though you can easily compare that to an industry average, I do not know what you could learn from it. Absolute numbers are always more important in my eyes.

    For instance, suppose you really want the site to acquire new customers and compare yourself to your own previous month (or your nearest competitor) with 70,000 new customers and 30,000 returning customers ( 70%). You have just launched a new campaign this month which gets you 100,000 new customers and also 50,000 returning customers. Your new customer rate has just dropped to 67%. Should you be worried about that? Of course not, but you would not know this is you only looked at percentages

    Cheers

    Koen
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