Recognizing What Drives User Loyalty in the Online Experience
By Jerry Tarasofsky CEO, iPerceptions Inc. | January 27, 2012
In the hospitality sector, if you build it, and you have a mega marketing budget to promote it and advertise it, you may attract visitors to your site once. You may even get them to return again.
But unless you understand the key drivers of loyalty and what makes users want to return, the challenge of building a loyal online audience segment will be just that - an ongoing challenge.
In this feature I will provide you with some thoughts and insights into what we believe are key loyalty drivers in the online hospitality sector. Our information is gleaned from feedback obtained from over 50,000 visitors to some of the most recognized hospitality related web sites in North America and Europe including those of Six Continents Hotels, Omni Hotels, and The Savoy Group. Our data is generated using proprietary technology that maps user group evaluations to a strategic behavioral framework. Our webValidatorTM Solutions Platform allows our clients to listen to and interpret how actual users value their web sites, identifying the sites' key strengths and weaknesses from a user perspective. It is a key component in our clients CRM online strategy to increase loyalty and build a solid relationship with their web site users
Here are the basics.
If you want people to return to your web site again and again, you must insure they have a positive experience at your site right from the start. That means the site has to load fast, and be easy or relatively simple to navigate Stay away from pop-up windows and other distractions that confuse and detract first time visitors from understanding the key branding and positioning messages you want to convey. If you lose people or frustrate them before they've even had a chance to start the relationship, the chances of getting them back are pretty slim. You have to make sure they can quickly find what they want.