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Customers need a reason to return to your Web site. Are you giving them one?

This story appears in the August 2001 issue of Entrepreneur. Subscribe »

It's a scary reality: e-commerce sites turn over as much as 60 percent of their customers every six weeks. Given such a discouraging statistic, how is your site supposed to grow when finding new customers may consume all your time because first-timers rarely make return trips?

The answer is, it can't. You'll have to find a way to get customers to come back for more. The secret, say experts, lies in building loyalty. Achieve that, and you most likely have a customer for life.

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