rand_fishkinWhen you’re running a marketing campaign for a website, naturally conversions are a great thing to aim for.  After all, making money is the prime reason your website and business can stay afloat.  So when you make a conversion, you think that your marketing efforts have paid of, and sure, they certainly worked to get you that far.  But there’s more to it than just one time purchases through your business website from one time customers that will probably never see your website again.

What your business needs is customer loyalty.  Customers are great, but those who keep coming back for more are even better.  The customers whose loyalty you’ve earned will be the thing that will let you know about success.  But in order to obtain customer loyalty, you need to take a step back from things.  In this episode of Whiteboard Friday, Rand Fishkin is here to explain some of the reason that people we thought were new customers were really just one time customers.