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« The Future of Online Retail = Trust | Main | "Why Isn't the Web Site Updated Yet?" »

Does Your Web Site Stick?

Do you have a sticky web site?  To some people this notion conjures up thoughts of your fingers after handful of cotton candy.  When it comes to the Internet a sticky web site is desired.  Some companies spend years trying to create a sticky web site.

Why is a Sticky Web Site Beneficial?
If a web site is sticky users not only stay on web site longer, but also visit more often.  The benefits speak for themselves.  You get more traffic, more often, and they’re interested in what you have to say.  The easiest way to make a web site sticky is by asking yourself: “what can I do to attract users to my web site and get them to stay longer.”

What Makes A Web Site Sticky?
Sticky web sites are usually updated often and deliver high quality content. Content and regular updates are craved by users.  Jakob Nielsen’s HOME RUN Acronym is an excellent base for creating a sticky web site. Web sites aren't aesthetically driven, they're content driven. It's an old cliche on the Internet: "Content is King!"  Web usability also plays its role in web site stickiness.  The easier it is for a user to get around a web site, the easier it is from them to stick around.

Examples of Sticky Web Sites

News web sites and Blogs are inherently sticky.  They always have something new to offer.  Humor web sites are another great example. How many times have you received a link to a funny video or picture?  When you click on the link you usually end up at a humor site. Niche marketing is also very important.  Blogs are a great example of niche marketing.  Many Blogs serve a very narrow audience. 

A Virtue and a Vice

Content and often updates are a virtuous part of any web site.  Regular updates can create user loyalty and trust. The vice comes when a web site that has built the user base’s expectations.  In today’s blistering world of trying to get information users expect information immediately. Would you continue to visit a news web site, Blog, or sports web site that stops posting regular updates?

The bottom line is you need to give users a reason to come back to your web site.  Are you offering your users incentives to return to your web site?

Below are links to articles on creating a sticky web site.

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