Web site development is growing more complex. New capabilities are added to provide more “bells and whistles” which may or may not be that important. However, one enhancement incorporates technology with a result often seen as beneficial and described as "sticky".

The purpose of website “stickiness” is to keep browsers occupied, or “stuck” for as long as possible. A simple measure of a site's stickiness is the average time spent per visitor. “Stickiness” also relates to the frequency of repeat visits.

Why Do I Care?
Websites which duplicate services offered elsewhere, provide little in the way of value-added service or information and aren’t compelling or easy to navigate are unlikely to be “sticky”. At a minimum, recognizing stickiness as a metric of website effectiveness is helpful. Secondly, longer stick time means visitors are more likely to discover other aspects of the website.

Another perspective is credibility. Is the site taking an editorial viewpoint or is the site a a dumping ground for content without evaluation or “grading”? Adding an editorial viewpoint to the vast array of content collected by libraries is helpful to visitors. By reviewing news services, flagging really important items and removing redundant or trivial material the library builds credibility. Even the action of adding a flag for emphasis to selected data or information exercises editorial practice.

Up-to-Date, Credible Content
Up-to-date, relevant, refreshed content should be de rigeur for libraries. Yet sometimes, basic areas of a site are not kept up to date, either from a content or administrative standpoint (i.e, who to contact, email addresses, etc). When parts of a site becomes outdated, user trust in the site is eroded. Better to be credible and fresh but limited in scope than stale and expansive. In this case less is more.

Building Relationships
How much does the site interact with users? As much so electronically as we interact inside the walls of the library or on the phone? If not, why not?
Insure your service is responsive. Service shouldn't vary, whether it's face to face or virtual.

Content with Depth
To strengthen the stickiness of your site, provide content with tools for easy access.
Continue to challenge the system. Could we be doing more?

Building Community
Site visitors are there to get the job done. Many are unlikely to drop in on library sponsored forums or discussion areas. However, forums dedicated to sharpening site use skills and/or troubleshooting information challenges may be seen as helpful. Users may welcome the opportunity to learn from each other, ask questions, and share shortcuts. Also discussion boards where library staff can share information and discuss ideas among themselves may make sense.

Time for Sticky Sites
If users are spending a lot of time on your site, this could mean they really value your site and find it useful. Or it could mean that it is hard for them to find what they are searching for and the site is difficult to navigate. As Librarians, we need to learn from sticky sites to strengthen our own sites and strengthen user loyalty and support. The basic principles are simplicity, credible content with easy access, services/features that are used and flexibility to grow with user interests/demands.

Source: Making Your Website Sticky “Online”, July 2000