Chapter 4
Converting Browsers to Buyers
IN THIS CHAPTER
Providing content to keep your customers coming back
Figuring out what your customers want
Creating a website that users enjoy
Tempting your customers with good offers
People measure online businesses by using different statistics (such as total revenue, total profit, and total number of customers). Another measurement, however, exists in the online world that doesn’t exist in a bricks-and-mortar business: Stickiness indicates how many minutes a user stays at a certain website.
Stickiness is measured from the moment online users first load your website on their screen to the moment they either move on to another website or close the web browser, including the time spent browsing around the site and deciding what to do there. The longer the average time, the stickier the web business. The more time that people spend on your website, the greater the chance that they will purchase one or more of your products or interact with other customers.
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