A “sticky” Web site is one that people return to it often. Here are four proven ways to increase your site’s stickiness:

1. Change it up. If you want visitors to return to your site, you must continually offer new information. A lawyer who offers a blog or white papers on his site, for example, needs a regular supply of new material. If you’re planning to tweak your Web site, be sure you take customer feedback into account.
2. Include a forum. It builds a sense of community, gives you feedback, and allows you to address complaints quickly. Letting buyers post product reviews has also proven to lift sales. Even bad reviews can give you guidance on what products to drop.
3. Survey your visitors. Pose a question on your Web site, or take advantage of an online survey tool like SurveyMonkey.com. A daily, weekly, or monthly survey encourages repeat visits.
4. Add a “refer-a-friend” link to every page. This will encourage viral marketing. Important too is a “bookmark this page” element.

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