During the initial phase of an engagement and during the post launch optimization, we’re always looking for simple methods for improving a site's ability to hit specific goals. Below is a fairly simple process for bringing your users closer to what they are looking for and hopefully gaining a couple conversion points in the process.
- Start by estimating the value of a conversion event on the website. Let’s use lead generation as our primary goal. If we have an average web lead / converted customer ratio of 4%, and our average value of a web customer is $7,500, then the average value of a web lead can be estimated (roughly) at $300.00.
- Next, in your analytics tool associate the value ($300) with the conversion event (Lead Generation). Most Analytics tools will help you do this if you can associate a dollar value with your conversion event. For our demonstration, we will assume that there is a Thank You (and next steps) page after each lead form. Users that reach the Thank You page are worth an average value of $300. The way to do this in each analytics tool is a little different. For example, if you are using Google Analytics this would be the $Index value.
- For the next step, log in to your analytics tool and decipher which content is most highly valued to your converted users. Again, this will be different depending on which analytics tool you use. Sticking with our Google Analytics example, go the Reverse Path report see which pages are viewed before conversion events and go to the Top Content report to see the value of those pages.
- Now you know which content your web leads are looking for and which content is most influential to them!! ! Update the link structure on your homepage by adding prominent links to the most valued content and eliminating links to the least valued (or least visited content).
* First: Be sure to measure your average conversion of the event (lead generation) both before and after the homepage has been optimized.
** Second: Use common sense when optimizing links on the homepage. Some links require context before you put them in front of a user. For example, just because terms and conditions on a home loan application are highly valued and highly visited by customers that convert, doesn’t mean that it is the first page a visitors wants to see on your homepage. Customers looking for home loans may need to see rates first in order to put the terms into context.
If you have questions about how to implement this process, please contact us at 650-212-3900 or firstname.lastname@example.org