Frequency of content updates
Since the web is perceived as a dynamic medium, customers expect new information to be
posted to a site straightaway. If material is inaccurate or ‘stale’ then the customer may not
return to the site.
As information on a web page becomes outdated and will need to be updated, it is impor-
tant to have a mechanism defining what triggers this update process. Trigger procedures
should be developed such that when price changes, PR release or product specifications are
updated in promotional leaflets or catalogues, these changes are also reflected on the website.
Without procedures of this type, it is easy for there to be mismatches between online and
offline content.
As part of defining a website update process and standards, a company may want to issue
guidelines which suggest how often content is updated. This may specify that content is
updated as follows:
●
within two days of a factual error being identified;
●
a new ‘news’ item is added at least once a month;
●
when product information has been static for two months.
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