Returning visitor is a visitor who has reached a site more than one time. This is used in comparison with new visitors as an indication of loyalty and site value.
In general, the more returning visitors your website gets, the better. That is a good indicator that your website provides a good value and people really want to visit it again.
Logically, returning visitors are performing better when compared to new visitors. Take a look at the difference in conversion rate in the table above.
Low number of Returning Visitors?
In most cases, it means that the content on your website doesn’t meet the expectations of your visitors. Try improving your content or targeting a different audience.