BUS 2202 - Week 6 WA

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Brevard Community College *

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2202

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Business

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Nov 24, 2024

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Uploaded by tbb11007

Three Types of Website Attractors to Boost Visitor Engagement and Retention BUS 2202 – E-Commerce Week 6 Written Assignment Professor Stephane Thomas 16 May 2023

Three Types of Website Attractors to Boost Visitor Engagement and Retention Abstract: This essay discusses different methods businesses can use to attract website visitors and keep them engaged. Specifically, it focuses on three types of attractors: the Entertainment Park, the Town Hall, and the Club. The essay provides definitions and descriptions of each attractor, along with two examples. It also includes statistical data to support the importance of visitor engagement and retention for businesses. The conclusion emphasizes the significance of incorporating engaging and interactive website features to build a community of loyal customers.

Three Types of Website Attractors to Boost Visitor Engagement and Retention Introduction: In the contemporary era of technology, it has become indispensable for businesses to maintain a digital footprint to entice and retain customers. However, more than just having a website is required; companies need distinctive techniques to provide an unparalleled online experience to their visitors. The solution lies with formidable website attractors, which help organizations draw traffic toward their web page while keeping them hooked. This essay will delve into three major categories of these 'website magnets' including but not limited to: Entertainment Park, Town Hall, and The Club tactics. The concept of the Entertainment Park pull is centered around utilizing gamification to captivate guests and foster an enjoyable, interactive experience on a given website. According to Huseynov (2020), activating content such as quizzes, polls, and games yields twice the number of conversions compared with static content. Corporations can execute this attractor by instituting playfulness-based initiatives, including contests or mind teasers to involve online visitors, thereby bolstering brand devotion. The effect of gamification on customer behavior and brand perception has been the subject of several academic investigations. Gamification, for instance, has been demonstrated to boost happiness and loyalty among online shoppers (Bauer et al., 2020). One example of this is the Starbucks Rewards Program. Starbucks uses gamification to engage visitors through its rewards program, where customers earn stars for every purchase they make and can redeem them for free drinks, food, and other rewards. This incentivizes customers to return to the website and repeat purchases to earn more stars and rewards (Mathilde, 2023).

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Three Types of Website Attractors to Boost Visitor Engagement and Retention Another, Duolingo utilizes the methodology of incorporating gaming elements into language education to enthrall its users. This pedagogical software incentivizes individuals with points upon completion of lessons, concurrently presenting them with the opportunity to compete for superiority in scores against fellow participants. Consequently, this mechanism cultivates an engaging and collaborative milieu that fosters user retention on the platform while facilitating continuous learning efforts (Gutierrez, 2022). The utilization of community-related features like discussion platforms, user-generated materials and social media by the Town Hall attractor aims to construct a group around an enterprise. Nielsen Norman Group's study established that websites characterized by these constituents have 10% greater visitor retention rates compared with those without it (Chaffey & Smith, 2017). Enterprises can initiate this pull factor through crafting forums for discourse, constructing groups on diverse online platforms or sections specifically designated for consumer- created resources in their digital domain to encourage visitors to interact more intimately with the brand while also being part of its communal fabric. An example of the Town Hall, the online beauty retail giant, Sephora employs community features to foster a sense of kinship around its brand. Its Beauty Insider Community avails themselves of an opportunity for consumers to proffer and obtain tips, reviews and counsel concerning various cosmetic products. As such, this cultivates a feeling of camaraderie amongst customers while also inspiring them to revisit the website frequently to partake in meaningful discussions with other members regarding novel merchandise offerings on display thereon (Koetz, 2019).

Three Types of Website Attractors to Boost Visitor Engagement and Retention Another is the website Lego Ideas is a place where the public can partake in submitting and voting on creative ideas for new Lego sets using communal features. As individuals submit their novel creations, there develops an atmosphere of camaraderie among contributors that may incent them to revisit this site repeatedly keeping abreast of current developments while also supporting others through endorsement with votes (Zenk et al., 2021). The Club attractor, which uses schemes that promote customer loyalty to incentivize guests to revisit the site and make more purchases, has proven highly effective. According to García Gómez et al. (2006), companies with a program for garnering repeat customers experience an increase of 27% in retention rates and cross-selling upticks of around 19%. By providing rewards and exclusive offers or discounts tailored explicitly towards members enrolled in such programs aimed at creating loyal patrons, businesses will ignite the chances of these clients frequently returning while making additional transactions each time they visit. One example the Club attractor is Amazon which takes advantage of a loyalty program to motivate guests with their membership service. Amazon Prime - which provides them with free shipping within two days, an array of streaming options, and other exclusive advantages. As customers return to the website frequently, they are further stimulated by these benefits that push repeated purchases or visits. Another example, The Beauty Insider Program offered by Sephora is a loyalty program that aims to provide incentives for visitors. The aim of this technique involves the creation and accumulation of points with each purchase made. These points can be redeemed for rewards, such as exclusive events or free products. This aspect motivates customers to return to the website for more points, leading to more excellent redemption opportunities.

Three Types of Website Attractors to Boost Visitor Engagement and Retention One acknowledges that these illustrations do not comprise the entire spectrum; hence corporations ought to customize their virtual promotional stratagems according to their trade and intended customer base. In conclusion, by considering the different attractors and the examples provided, companies can gain inspiration for ways to engage and keep website visitors. In conclusion, businesses can hire and retain website visitors from different attractors. The Entertainment Park, Town Hall, and Club attractors provide different ways to engage visitors through gamification, community building, and loyalty programs. Implementing these attractors can increase visitor retention, customer loyalty, and, ultimately, more sales. By incorporating engaging and interactive features on their website, businesses can establish an online presence and build a community of loyal customers. References Bauer, J. C., Linzmajer, M., Nagengast, L., Rudolph, T., & D’Cruz, E. (2020). Gamifying the digital shopping experience: games without monetary participation incentives increase customer satisfaction and loyalty. Journal of Service Management , 31 (3), 563–595. https://doi.org/10.1108/josm-10-2018-0347 Chaffey, D., & Smith, P. (2017). Digital Marketing Excellence . Routledge. https://doi.org/10.4324/9781315640341

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Three Types of Website Attractors to Boost Visitor Engagement and Retention García Gómez, B., Gutiérrez Arranz, A., & Gutiérrez Cillán, J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing , 23 (7), 387–396. https://doi.org/10.1108/07363760610712920 Gutierrez, E. (2022, August 31). A Duolingo Case Study - Gamifying your Language Course . LMSNinjas. https://lmsninjas.com/duolingo-case-study/#:~:text=These%20strategies %2C%20which%20have%20worked Huseynov, F. (2020). Gamification in E-Commerce. Digital Innovations for Customer Engagement, Management, and Organizational Improvement , 144–161. https://doi.org/10.4018/978-1-7998-5171-4.ch008 Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy , 40 (1), 10–17. https://doi.org/10.1108/jbs-09-2017-0139 Mathilde. (2023, March 31). Starbucks: A successful gamification case study . Loquiz. https://loquiz.com/2023/03/31/starbucks-gamification/#:~:text=It%20is%20a %20gamified%20loyalty Sephora. (2020, March 23). Beauty Insider Community . Sephora Community. https://community.sephora.com/ Zenk, L., Hynek, N., Krawinkler, S. A., Peschl, M. F., & Schreder, G. (2021). Supporting innovation processes using material artefacts: Comparing the use of LEGO bricks and moderation cards as boundary objects. Creativity and Innovation Management , 30 (4), 845–859. https://doi.org/10.1111/caim.12459

BUS 2202 - Week 6 WA

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