Create the Perfect Home Page
3. Your subject categories and your content.
Content includes customer testimonials, company information, a satisfaction guarantee, etc. At the bottom of your left-hand navigation, be sure to encourage your customers to refer a friend or colleague to your site.
Somewhere at the top of your site you need to have a link to your shopping cart. The best-performing sites tend to be the sites that offer a perpetual cart, showing the user how many items are in the basket as well as what the dollar value of that basket is. You also should have a button for bookmarking the site.
One of the biggest mistakes companies make with entry pages is they don't change it enough. Look at your traffic patterns to see how often users are repeating. In a perfect world, your entry page would change every time a user came back based on his or her preferences. However, if you don't have enough resources to do this, change the page for your average user. If the average user comes back every 10 days, change the page every five to seven days.
Remember that changes don't have to be dramatic, they just need to make the user take notice. Changing the date, self-banners, featured products, and the offer box is more than enough to satisfy the majority of your users.
Amy Africa is president of Creative Results. Clients range from small, entrepreneurial start-ups to Fortune 500 corporations. She can be reached at (802) 878-8944.