Today's posts complete a series of posts which started with which gender is doing what online, covered differences in gender experience, gender site revisits and today, Loyalty.This time I want to investigate the difference between an individual's willingness to return to a site and their loyalty to a site. I wrote in Brand Loyalty that "Loyalty is a Willingness to Tolerate Pain and Risk". This is based on something NextStage clients probably tire of hearing from me, "Loyalty is the amount of pain an individual is willing to endure to either be with or to use something when they know less pain would be involved either being with or using something else. Knowing visitor Loyalty and knowing how far that loyalty can be pushed before disloyalty sets in tells you how much and how well your clients think of you and what visitors think of your site."
What is the difference between someone returning to your site and someone loyal to your brand? The example that I often use is that my family regularly shops at a local grocery store. We return to that same grocery store week after week after week. However, we also go to new grocery stores that open in our area because we don't particularly like the grocery store we go to, we just happen to shop there because we know where everything is in that store. In other words, we're not loyal to that grocery store. The charts in my gender site revisits post show that we may or may not return to that grocery store. Loyalty, the subject of today's posts, show whether or not we'll go to that grocery store even when we no longer really want to. The delta, if you will, between returning to a site and being loyal to that site is a demonstration of when visitors have already (psychologically) stopped going to the site.
More to follow...
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I do think that, if we are speaking of gender loyalty, women tend to be more loyal than me, as they tend to be the type of 'safety and stability looking' persons, unlike men, who tend to look for diversity and especially don;t like to believe to think that they depend on a specific brand or location.
Posted by: Cindless | May 23, 2007 5:00 PM | Permalink to Comment