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One of the most important aspects of an e-commerce site is the
day to day management of products, pricing, marketing and
orders. While this may seem like common sense to most, it is
important to realize that you must pay attention to your
e-commerce website. And paying attention consists of more than
just collecting orders.
Your e-commerce website is much like a retail location. You
need to keep it fresh and clean. You want to promote specific
items or lines, offer specials and provide fresh incentives for
people visiting the site to become customers. But, unlike a
retail location, the user has invested almost no time and
energy in visiting the site. In their minds, hitting the BACK
button may be the path of least resistance. Your site has to
immediately offer them a reason NOT TO HIT THE BACK BUTTON.
This doesn't mean that you have to change the website every
day...but it does mean that you have to keep it fresh and
interesting which means making changes and updating special
offers and incentives at least once a week. It means putting
new items on sale regularly. This kind of ongoing change keeps
people coming back to your site on a regular basis.
For most e-commerce website owners who don't have a
dedicated website staff, this can be the most trying aspect of
owning an e-commerce website. However, to be successful, it is
the one thing you need to make sure you do.
Daily is excellent...every other day is OK...once a week is
passable...once a month is not acceptable.
Keep it new...keep it fresh...keep your visitors coming back
often.
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