Make It Fun to Keep Them Loyal
What makes people love your website? The answer might be as simple as childs' play. Research shows that people have more positive feelings toward a website when their online experience is engaging and enjoyable... and enjoyment is an important determinant of why consumers shop.
When they become immersed in your website, customers view being on it as fun rather than work. Since their experience feels like play, they return more, which makes them more loyal to your website, your company and the products / services you sell.
What creates this immersion? Research suggests you gain loyalty when:
- Your Site Challenges Your Visitors
Customers don't want to be bored. When the skill required to navigate your site exceeds customers' search [engine] skills, they see the experience as an enjoyable escape rather than a task.
- Customers Believe They Possess the Skills to Find What They Want on Your Website
If visitors can't follow your website's navigation, they will lose interest in their search and maybe even, in your company and your products.
- Customers Feel They Have Control Over Their Search
If your website's navigation is too complicated to master, visitors will not return to your website.
Visitors who become immersed in your website will be more loyal to your website and will ultimately, become customers. Maintain that loyalty, and you've got repeat business for life, brand enthusiasts and a bottom line you can smile about!
Source: "Play, Flow, and the Online Search Experience" by Charla Mathwick and Edward Rigdon. Journal of Consumer Research, 2004.