I’ve written quite a bit recently about creating new content and designing webpages that increase the likelihood of someone visiting a website and making a purchase. However there is another piece of website design and structure that is crucial for establishing a high-traffic website. This type of post, typically referred to as evergreen content, has nothing to do with pine trees. Instead, it means developing content that is relevant to a target audience in the long term, and ensures that a website will continue to receive traffic long after the original post.
What is evergreen content?
Crafting a piece of content that is just as useful ten years from when it was first published is not easy, but it is definitely possible. In order to do stay relevant, the content needs to provide information that is not likely to change greatly as time passes. This doesn’t mean that some sections of the information do not change, (I’ll cover more about this later) but the idea is for the main topic to stay the same. A good example of evergreen content would be writing pieces that dive into the basics of SEO. The definition of SEO is not likely to change much, and the content will always be relevant to anyone running any website.
The past week was a big one for the team at MyCommerce! As is probably pretty evident, we did a substantial update to our website. However, we also redesigned our RegNow platform into the new MyCommerce. MyCommerce Group Vice President Tom Beidle discussed with me the thoughts behind this and what enhancements were made.
First a little history… RegNow was first acquired by Digital River on July 9, 1999. Over the years the design and functionality transformed to meet the needs of our customers as the e-commerce world evolved. This leads up to the newest enhancements that came out last week.
In an effort to maintain our leading position in the ecommerce industry, we have strategically rebranded RegNow to MyCommerce. We are maintaining our drive to put world-class e-commerce tools into our clients hands. In addition to tools, we are building out an industry-leading API suite to give clients the utmost flexibility. Also, our new, touch-free onboarding experience gets new clients selling in minutes. As a result of this continuing evolution of equipping our clients for global revenue growth, it was clear to redesign RegNow as MyCommerce. It allows our clients to build their own commerce solution.
On Wednesday, we had our first webinar announcing the new MyCommerce solution with our Director of Business Development David Halls and Director of Development Nick Melnick. As a follow up to that session, here are the questions that were posed by the audience and the answers our panelists gave.
We also had the drawing for the winners of the gift cards. The winners are:
8am - Stephen Sarafian
11am- Era Prakash
1. There was an update to your system a couple weeks ago; can you describe how that benefits us?
The upgrade that we did a couple weeks ago were a part of our database upgrade to add support for UTF-8. In order to support more complex character sets correctly (such as Japanese, Chinese, etc.) a database and system must be designed to support UTF-8. With this change, all customers are able to enter their information in their native language and character set, which makes for a more pleasant order experience. This becomes more important as consumer markets in Asia and other areas continue to grow.
When you run an e-commerce website, it’s easy to assume that your marketing efforts can end once your customer has clicked on the “Add to Cart” button. After all, once that button has been clicked, the purchase is a sure thing, right?
Wrong. The majority of people who add a product to their online shopping cart don’t actually follow through with the purchase; the average e-commerce purchase abandonment rate is 66.22% (Baymard Institute). In order to encourage your shoppers to follow through with their intended purchases, you need to employ a variety of marketing tactics throughout the purchasing process.
Landing pages have been around since the early days of e-commerce when entrepreneurs first realized they could sell their products to a broader market by making them available on the World Wide Web. Unfortunately it seems like many website designers are not the best marketers who often leave some key elements out of their landing pages.
Landing pages for outbound marketing efforts are essential for any company promoting a certain product or service. The sole purpose of a landing page is to get a potential customer to purchase a product. It’s almost like a one-page infomercial. A relevant landing page has proven to have higher conversion rates, meaning they get more for less money. High-quality landing pages will also provide a boost for any PPC marketing by improving the rankings for a lower cost. With thousands of companies using search marketing to grow their business, it’s even more important to create landing pages that correspond to the ad to help stand out from the crowd.
Creating a landing page that drives interaction and sales is not really difficult as long as certain criteria are met.