Unfortunately, too many e-businesses forget that novelty both attracts
- and keeps - customers: they let their storefronts stagnate. Gradually,
content becomes dated, dead links accumulate, stale news proliferates
and old promotions linger. Refining and updating your storefront
is imperative. More than that, it's a continuing process that demands
attention, marketing creativity, and fresh perspectives.
Here,
the key is: don't just maintain your website, invigorate it. A storefront
should evolve and adapt and even reinvent itself if necessary. Bring
a passion and creative energy to that process. But first, make sure
that prices, inventory, product copy, news items, press releases,
links, and contact information are all up to date - and make improvements
where possible. Now, provide new features, products, and special
offers - and rotate these items on a regular basis. If you have
the resources, try to provide a daily feature - something quick
and entertaining like a 'link of the day', a fragment of news that
might spark interest, an interactive customer poll on an issue,
or an editorial contributed by one of your staff members. And keep
it fascinating or funny so your clients want to come back.
Needless to say, different tasks need to be addressed
with varying frequency. Some changes should be made to your site
at least every few days or daily; others can be dealt with on a
monthly basis. Best yet, develop a web-invigoration schedule to
secure return business and then stick to it. Here are a few ideas
to help keep things lively.
-
Create a 'What's New Page' One common feature
of electronic stores is a 'What's New' page. This provides merchants
with a forum for showcasing the latest developments in your
business or industry. As you might expect, this page cannot
go long without an infusion of fresh material.
-
Rotate your Sale Products Another way to
demonstrate to your customers that you're on the ball is to
continually rotate your featured sale products. This gives you
the chance to shine the spotlight on products that could benefit
from a little additional exposure.
-
Regular Features You may also choose to
include a 'Tip of the Week' or daily news feature on your site
that relates to your product line and encourages shoppers to
check back frequently. Whatever you do, be consistent and follow
through on your scheduling.
We encourage you to give us a call
and discuss your keywords with us.
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