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6. Web Measurement and the Online Retail... > 89. Measure New and Returning Custom...

Measure New and Returning Customers

One of the keys to successful web optimization lies in effective segmentation of your visitor population. One of the most obvious areas of segmentation is simply evaluating behavioral and conversion differences between new and returning customers.

New customers are exploring. Returning customers often know what they are looking for. Does your site make it easy for both groups to find what they need? Or by optimizing in aggregate, have you made it ideal for nobody? The only way to know for sure is to effectively differentiate between these groups, and then explore page-by-page differences in click and conversion behavior between the two segments.

So, how can you optimize your chances for accurate differentiation of new and returning customers?


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