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When 86% of new visitors won’t return to your website in the next 7 days, there’s a lot riding on the first visit.
You only get one chance at a first impression, which is why it’s essential to understand the actions first-time visitors take and what they reveal about their propensity to return to your website.
Repeat visits form habits and lead to loyalty. Loyalty then leads to revenue in the form of ad impressions and subscriptions. To develop a clearer understanding of the audience behaviors that result in repeat visits, we analyzed millions of data points from our global network of publishers to see how metrics like number of pages visited, scroll depth, content type, and more affect likelihood to return.
For this study, we reviewed the first session of more than 300 million visitors to news and media websites in our global network. Overall, 14% of first-time visitors returned to the same site in the next 7 days. This is a benchmark we’ll return to as we analyze how different factors affect return rate.
When 86% of new visitors won’t return to your website in the next 7 days, there’s a lot riding on the first visit.
You only get one chance at a first impression, which is why it’s essential to understand the actions first-time visitors take and what they reveal about their propensity to return to your website.
Repeat visits form habits and lead to loyalty. Loyalty then leads to revenue in the form of ad impressions and subscriptions. To develop a clearer understanding of the audience behaviors that result in repeat visits, we analyzed millions of data points from our global network of publishers to see how metrics like number of pages visited, scroll depth, content type, and more affect likelihood to return.
For this study, we reviewed the first session of more than 300 million visitors to news and media websites in our global network. Overall, 14% of first-time visitors returned to the same site in the next 7 days. This is a benchmark we’ll return to as we analyze how different factors affect return rate.
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