Advantages.
According to many businesspeople, visitors usually don’t make a purchase on their first visit to a website. They will need to return at least once before they buy anything.
Repeat visits are essential for the creation of a “community.”
Disadvantages.
When you have a large number of repeat visitors, you put more of a demand on your server; thus, the server might be slower for your customers.
Some of Your visitors will require your time for email responses, etc. If these people are just visitors (and not customers), you might be wasting your time.
You can use various types of material to encourage repeat visits.
New material. For example, you might put up a “tip of the day,” or a column, or holiday-oriented material, or news from your industry. This new material can be posted at regular intervals (e.g., daily or weekly), or at random intervals (e.g., whenever the important news occurs).
Material which needs to be used more than once. For example, people will return to refer to your directory of links, or Your games, or Your chat sessions, or Your free services (e.g., a web page where the people can reduce the size of their gifs).
Material which is too extensive to be read in one visit. People will come back to read the rest of the material.
Material which requires a follow-up. For example, people will return to see the results of a survey, or the responses to their message on the discussion board, or the list of winners from a contest.
You can present the material in various ways.
You can have an entire page of various new materials. Some websites have a “What’s New” page.
You can indicate new material by putting the date onto the new or changed web pages. There are java scripts which will automatically stamp a date onto pages when you change them.
You can send announcements of the new material. These announcements can be presented in various ways:
E-mail mailing list. At Your website, you can ask your visitors to register their email addresses, to be notified when you add new material.
News Feeds. These companies will check your website periodically to see whether there have been any changes. If you have changed specific pages, the feed will automatically send an email to the people who asked to be notified.
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