With temps still in the 90’s, it doesn’t feel like fall in Texas, despite what the calendar says. Nevertheless, nothing makes the 4th quarter more apparent than walking into a mall and seeing both Halloween and Christmas decorations already making an appearance!
Retailers are full-swing into holiday mode, which means they better have their best foot forward by now with regards to merchandising, both in stores and online.
Fortunately, as retailers gear up towards end-of-year sales promotions, the year is typically winding down for business-to-business operations, giving companies an opportunity to pause and plan for the upcoming one. A key area worth looking at is your company’s website.
A 2002 study by Stanford University showed that a key aspect of a website’s success in gaining credibility with potential customers is design look, followed closely by information design and structure. What your website looks like is important, and equally important is how easy it is for people to find what they’re looking for.
While a website’s structure, look and feel were important 10 years ago, today’s culture of mobility – where websites are more frequently visited on cell phones and tablets than on desktop PCs – makes both of those factors imperative.
A company’s mobile website must be as attractive and easy to use as its PC version, and that often requires an update to the website’s underlying technology to make it compatible on a variety of mobile platforms.
According to a more recent article in Forbes, there are several other elements as well that go into making an effective marketing tool. Search engine optimization (SEO) is a key factor in making your website able to be found by potential customers searching for what you have to offer. Yet, the search engines are constantly changing algorithms and criteria, so it is important to have your site periodically reviewed for SEO effectiveness, if it’s not consistently ranking where you want it in the search engines.
Forbes also cited that interactive functionality – from blogs to calculators to full-blown apps – is what will drive customers back to your site time after time, putting your brand and content in the forefront of their minds.
Whatever refresh you need to stay competitive online, 4th quarter is a great time to do it. Then when the New Year rolls around, your customers will get a new look at what you can do for them.
Learn more about how Percento can help you make the most of your online presence.