When you launch a new ecommerce site, it’s perfect – or pretty close to it! You just spent months ensuring that the design represents your brand, you scrutinized over content assets, the navigation is user-friendly and your product merchandising is fully optimized. You take a step back, breathe a sigh of relief, and transition into post-implementation life. (Trust me, I know the feeling – I just went through it myself!)
While you may welcome the calm after the storm, you cannot lose that passion for perfection – ever. In order to maintain the best possible image for your brand, your site absolutely cannot be static. You have to keep people engaged, keep them interested in your brand, and keep them wanting to come back.
Here are a few simple ways to make sure your site stays fresh.
We recently re-launched in February 2016, and I can tell you that the site looks much different now than it did just three months prior. I’m not talking about making substantial changes to the site structure or navigation – that would just confuse returning visitors. There has to be some consistency. But we’ve added a countless number of press releases, started an active blog, updated the homepage banner monthly with a promo for our webinars, and built out our Solutions page. If we don’t continuously add value to our site with new, engaging content, visitors would have no reason to return – but beyond that, you actually want to give them a reason to return. We also share our new content on social media to drive traffic back to our site, which is a recommended best practice.
The key takeaway here is to remember that your site is a living, breathing reflection of your brand and you want to make sure that you’re leaving a lasting positive impression.