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www.ecommerce-guide.com/news/news/article.php/875631
By Robyn Greenspan August 29, 2001 Articles about holiday shopping that still appear on your pages in the middle of July or banners promoting your Valentine's Day specials in October are signs of e-neglect and can be interpreted as a red flag to your visitors. Stale, outdated content makes pages appear dormant, giving customers the impression that you are no longer doing business. E-commerce is having enough trouble trying to retain consumer confidence so you don't want to give visitors a reason to doubt your existence. Seasonal icons and holiday sales banners are good visual devices that can be used to indicate that your e-commerce site is updated often. With a quick glance, visitors can determine that changes have been made, hopefully inspiring them to browse a bit and make a purchase. News articles that focus on timely topics add sticky value but can achieve the opposite effect when they're not refreshed. Move no-longer-current events items to archive pages and replace with newer content. Informational articles without expiration dates don't need to be updated as frequently but they can make the page seem stale if they hang around too long. Product reviews or opinions should be replaced with updated content when new versions are released. Archive the old articles for those who may not have upgraded and for your visitors to use as a source of reference. Use a few moments in the early part of your day to scour informational sources and update your pages with fresh news, horoscopes, jokes, featured products and links. Repeat visitors will notice the frequent changes and hopefully they will bookmark your site and incorporate a visit into their daily routine. |
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