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Glen Turpin, Corporate Communications Manager for Quark, said "Our site architecture has evolved over time to meet needs of people who visit site. Understanding who those people are and what they want is critical."
Find Out Who Your Visitors Are and Invite them Back!
An important key to getting return visitors is "the reminder." Tell them that you have something new for them to see. How do you do that?
Develop an "opt-in" e-mail database. Give viewer option to send you their e-mail address. Then, on a regular basis, send out a newsletter to your list that gives a brief synopsis of new items on your site. Provide a link in your newsletter so that viewer can easily jump to your site.
What It All Comes Down To...
Are you a music fan? Have you listened to same CD everyday since you were born? Chances are answer is "No." If your favorite music artist puts out a new album, do you purchase it? Most likely yes. Why? Because it's new.
Imagine that your company is a famous band. Your web site has fallen to obscurity on pop charts. It's time to give public something new to hum along with. Keep content fresh!
Jake Gorst is a writer, film maker, and president of Exploded View (http://www.explodedview.tv), a new media advertising and design company. He also is a frequent contributor to various trade publications on topics related to Web site and architectural design psychology and trends. Previously, Gorst served as Vice President and Chief Creative Officer for E-Media Publishing, Ltd. and as an Internet content developer for Citibank and other Long Island based corporations.