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Six Low-cost, No Fuss Ideas to Generate Repeat Visits
By Amy Africa
According to traffic patterns, the typical business-to-consumer Web site needs to be updated at least every five days, and a standard business-to-business Web site needs to be updated every eight days.
Don't have much time or resources? Don't despair. Keeping your Web site fresh is actually easier than it looks. There are only a few things that work and even fewer that users notice.
Changing your entry page is easy. You can change things like self-banners, newsbits, pop-ups, and so on. However, don't change your colors or navigation.
One of the best things to change on an entry page is the visual in the upper right-hand quadrant. User testing on the entry page shows that the eye tends to go first to the upper right-hand quadrant of a Web site—from the middle all the way to the right of the typical user's screen. Many companies have found it effective to feature their offers or deals in this space, thus the area has come to be known as the offer box.
The Harry and David Web site, www.harryanddavid.com, does an excellent job of using its offer box area. At times it showcases great buys or special savings, which traditionally are feature items that have been discounted.
Offer boxes work well if they stand out from the rest of the site. Use big visuals, bright colors and bold type. You should consider simple animation—nothing fancy, just something to keep the eye moving. And most important, if you can include a deadline, do it. Deadlines create a sense of urgency and cause users to focus. Focus is what drives a successful Web site.
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