Prioritize E-Commerce Return Visits, Augusto Beato Tells Online Merchants

Portland SEO's Augusto Beato reminded retailers not to ignore the importance of return visits to their e-commerce sites regardless of the benefits that social media engagement bring.

Beato was reacting to a global study of e-commerce websites by Wolfgang Digital that a social media ‘engager’ is twice as likely to buy than a website visitor (4.4 percent conversion vs. 1.8 percent). It added that engagement on Facebook Messenger showed “extraordinarily” high conversion rates of 9.9 percent.

But Beato, who is the CEO of Portland SEO, was quick to note that the same study showed that the more visits generated per user, the higher the revenue.

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According to the digital marketing expert, having a blog on one’s website is one of the best ways to build engagement with their brand and encourage people to return to their site.

"Blogs should be regularly updated with informative, entertaining and engaging content," said Beato. "That will encourage visitors to keep returning to your site."

Currently, e-commerce websites are averaging 1.5 visits over 12 months. Wolfgang Digital says anything a person can do to increase this return visit rate is about the best marketing they can do.

Wolfgang Digital’s founder and CEO, Alan Coleman, also has advice: “Think of each as a multi-step relationship rather than a point-in-time transaction."

Coleman added that online retailers should create an itinerary of digital media touchpoints which transport them from interested clicker to loyal customer.