When setting your marketing objectives, it may help to think in terms of awareness, interest, trial, and repeat. These concepts are often used in marketing to explain the stages a new customer (or site visitor, in this case) goes through on the path to becoming loyal to your business.
The potential visitor must first become aware of your site. Once aware, you must spark an interest with the potential visitor, motivating her/him to trial, or respond to a call to action on your site. After (s)he visits your site, that person becomes loyal by revisiting in the future.
You may be able to most effectively build your business by focusing on one or two of awareness, interest, trial, or repeat visits, then changing your focus over time. If your site is brand new or known to very few people, for example, your plan is likely to concentrate on ways to increase awareness and interest.
A focus on interest and trial may be in order, however, if you get an above-average number of “window shoppers” – visitors who never purchase (or do not respond to some other call to action).
Additionally, if you sell multiple products or a product that needs replenishing from your site, focus on repeat purchases may be more effective.