The website stickiness or visit duration is an important performance metric for the website managers and is the direct indicator of visitor loyalty towards the website . Stickiness is defined as the ability of a website or a web page to hold a visitor’s attention .
Methods to Create Stickiness
There are different methods to create website stickiness. One of the most common methods to increase website stickiness is to re-organize the website content and structure in a fashion that each action by a user on the website may always lead to the other and there are no dead ends . Other popular methods to promote website stickiness include website contests, loyalty programs and engaging content.
Drivers of Stickiness
The perceived value is dependent on the benefits or quality of products or services which customers gain and the cost that customers pay or Perceived value=Customer benefits-Customer Costs .
Stickiness would be higher for websites which provide high perceived value and satisfaction to customers . The value of e-business websites to customers are in the following form:
Quality of e-Business product website: The quality of website content is closely related to website features and services such as email, online chat, search services, financial services and many more . The organization and navigation of website pages, website customization, service quality, customer interaction and feedback, website speed or load time and reliability influence the quality of an e-business website .
Promotions: The promotions in the form of banner ads, coupons, shopping vouchers and Cashbacks are effective in increasing the stickiness of websites .
Usually the loyal customers are the sole targets of various stickiness programs . To loyal customers should be repeat visitors, spend increased time on the website, recommend the website to others and should generate revenues for the websites
Figure 1. Stickiness as the driver of volume and loyal customers on websites
Website stickiness or longer visit duration on e-business websites has many advantages. Website stickiness can increase user engagement on the website, provide ample time for online transactions and provide a viable opportunity for online advertising .
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