Checklist to optimize deep landing pages

by Ben Myers

Last week, I finished up presenting our Napkyn Analyst Program report to my clients. Working with a number of clients’ web analytics data and then going through the data, insights, and recommendations with them is an amazing process – it reveals something new about the nature of the web and website visitors each month.

For a particular client this month, I attempted to chart (or graph, depending on your persuasion) traffic by medium, top landing pages, second-click pages, and then transaction or conversion… and the chart landed up looking overly complicated. I didn’t present it to the client, but the research behind this messy chart was invaluable.

Through a maze of arrows, boxes, and pie charts, one realization came to the fore: Every page is a landing page. For web analysts, this might not be a grand revelation, but some small or medium-sized online business owners, it’s not said often enough.

Here are 3 steps to improve conversion and serve your deep landing page visitors better.

Step 1: Ensure mobility

That’s not to say that index pages are no longer relevant (Great idea for a future blog – shotgun!), but that all web pages have to be ready to accept and educate new visitors.

For e-commerce sites, this means that you have to give your visitors a way to move around your site. If the page they landed on isn’t exactly the one they’re looking for, you have to give visitors a reason not to bounce. This can be done using a well-designed nav bar, a related product tool, or a product search tool (these can help lower new visitor bounce rate).

Step 2: Ensure education

Many e-commerce sites have some great value propositions. For instance: cheaper than in-store purchase, free shipping, excellent return policy, great turn-around time. But when visitors are landing all over your site, it’s not enough to simply mention this in a banner on your homepage. All new visitors need to know – so make this information visible. Price is a big factor for visitors, but it’s just one of the reasons why a visitor will choose to buy.

Step 3: Call to action

Examining web analytics data can help determine what are the top landing pages are and how effective they are for conversion. Often, top organic landing pages offer great SEO content, but lack an effective call to action – ie: blogs, articles, about us page. Top landing pages need to make space for the call to action and make sure that conversion is a possibility.

Use these three steps as a checklist and you’ll see better results for conversion, and it will reflected in your web analytics data. Remember that, thanks to search engines, visitors are landing all over your site – not just on your index page. These visitors need to be accommodated and converted – not written off.

Ben Myers

Analyst

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