Dale Traxler just asked some useful questions on the Practical eCommerce blog:
“When was the last time you really looked at your online store with the same level of critique as you did when you first launched it? Are you featuring seasonal products in your featured items or are Mother’s Day gifts still at the top in August? Are your promo banners the same ones you used last month? When is the last time you created a completely new promotional idea? When did you last add a blog post? A Facebook wall post? Tweets? Do you have your “back to school” category created? Is your navigation optimized to get traffic to the right parts of your website?”
Dale’s post shares 10 Tips to refresh your site. These are our top five favourites:
- Clean up the site weekly. Assign someone to go through the home page, category pages, shopping cart, any other parts of your store where content might be changeable. Clear our old promotions and seasonal content. Make sure there are no missing images. Look at customer product reviews to make sure postings are appropriate. Make sure you don’t have featured products that are out of stock.
- Feature new products. Consumers want new products. Make sure you launch new items, and then tell your visitors about them. Create categories that feature new items. Move new items to the top of your product listings. Write a blog post about them.
- Rotate your promotions. If you feature daily, weekly or seasonal specials, rotate them regularly. In my previous online jewelry stores, our “sale” pages were among the most trafficked. They were the first place many visitors went. If visitors see the same promotions week after week, they stop noticing them at all.
- Be competitive. Pick your top five competitors and review their stores at least weekly. You may find one offering a 50-percent off sale, or a 2-for-1 deal on your best selling products. You may not decide to match the offer, but you should at least be aware of it and be prepared to modify your promotions or featured items.
- Product videos are becoming mandatory in some retail segments. When you shop online, note the things you like and incorporate them in your wish list for your next redesign. Investigate the amazing capabilities of CSS3 and HTML5. Your site may look dated if you don’t keep up.