Those who don''t work in Web-related fields primarily come online to seek specific information, shop for products and services and communicate with others. By combining features that capture both the shoppers and the researchers, you are likely to generate repeat traffic while keeping your site sticky. Operating a site that only sells content may not be a feasible business model for you. Giving content away and relying on advertising to make money may not be profitable either unless you are diligent about promotion. But, if you add relevant content to a site that already has a working business model, such as selling products and/or services, content could become a very profitable glue. Any feature that you can include on your site that compels visitors to hang around a little longer can potentially increase your sales.
Content can be related to your site''s purpose or specific demographic audience. For instance, a calendar can be a useful feature because it keeps your customers informed about important events that are related to their particular areas of interest. If you''re an e-tailer for car accessories, you may want to post the dates of area car shows to your calendar.
Individuals who use the Internet to research products before purchasing will likely buy from you if you offer consumer reviews on your site. If you price your products fairly, a visitor might be compelled to click on the "buy me" button next to a favorable critique.
Almost anything that is freely given to your target market has the capability of adding value to your e-store. News and any other Fresh Squeezed Content are likely to cause visitors to bookmark your site and return frequently.
While content can be an excellent method for adding value to your site, don''t overdo it by including everything. Too much information can confuse customers and force them away.
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