How many of your visitors have been before? Memberships and surveys provide one approach to this metric, however both represent only a small subset of your visiting public.
By using your existing WiFi infrastructure to annonymously track devices, Dexibit can analyze your visitorship for returning patrons and provide interesting new ways of looking at this data. Plus, if you check in your members when they visit, you can refer to this data too. Recently, we’ve provided a number of enhancements to how we do this.
Analyzing repeat visitors
Dexibit provides several ways to look at repeat visits via presence (WiFi):
- Repeat visit rate, as an average (see visualization 85)
- Repeat visit rate per day, over time (see visualization 84)
For these visualizations, a repeat visitor is someone who has returned to site within a 6 month period.
Plus, for returning visits via member check ins:
- Member visit rate, as an average (see visualization 155)
- Member visit rate per day, over time (see visualization 156)
For these visualizations, a repeat visitor is someone who has returned to site within the timeframe of analysis.
Use the calendar controls to investigate how repeat visit rates change, for example during various exhibitions or holidays.
An important analysis opportunity exists in comparing both types of returning visitors, which is the assessment of the missed membership opportunity. In venues with priced admission, the repeat visit rate less the membership rate provides the addressable market for membership conversion. For example, if the repeat visit rate is 20%, and the member visit rate is 5% (the total of non single visits), then the venue has a substantial opportunity of a 15% gap to convert returning visitors who could be sold a membership. For the most accurate results when conducting this analysis, remember to ensure the time period of analysis is the same (6 months).
WiFi data is notoriously messy and noisy, and most WiFi vendors either don’t directly report repeat visits, or measure it incorrectly in terms of only connected devices. As part of the data pipeline, Dexibit cleans and transforms your data once it is ingested, in order to provide insightful analytics, including treatments for repeat visitors – no matter your WiFi vendor.
As part of this data cleansing, we look for and exclude passersby, fixed equipment and permanent staff from the raw data, so these do not distort your metrics – as your network might pick up everything from someone walking past the front door through to the signal that your point of sale system emits.
For new implementations, it usually takes Dexibit anywhere from a few weeks to a month to settle into a normal pattern of recognizing repeat visitors depending on how frequent these are, so you will see your repeat rate climb over the first few days of your WiFi data collection.
Of note, many devices and operating systems randomly reissue their identifiers over time as a privacy feature, so your repeat visit rate is more accurate as a short term view rather than recognizing loyalty over long periods of time (for example, a visitor that comes once each year).