Make Your Site Sticky

Stickiness comes from lots of relevant content and features that make information usable.

Visitors may not be ready to join the first time they visit, so you want to make sure they come to a site that they want to bookmark and return to. You want the site to hold their interest. You want them to spend lots of time on site. There are three factors to pay attention to.

Convenience is a huge driver of human behavior. In fact, it's the single biggest driver of all forms of e-commerce. Give folks ways to do things on your site that are more difficult to do elsewhere and they'll visit your site again and again and stay there to do them.

Adults like to play. We just don't call it play. We call it research. Or we call it, "Checking out my options ..." Features like calculators that let visitors try things build stickiness.

Adults may fear embarrassment more than death. Many times they don't call you or visit you because they think they may wind up feeling stupid. In 1999, Schwab did a survey where half the respondents said they didn't visit a broker because they thought talking to one about their investments would make them feel ignorant.

Put things on your site that help people find things out for themselves. Make it easy for them and they'll take the time to dig. Add playfulness and they'll come back again and again.

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