Make It Easy To Get Started
There are a variety of metrics within your web analytics solution that'll help
you identify which pages are the best candidates for testing. One of the best
indicators that your landing page has room for improvement, is called the bounce rate.
A page's bounce rate is defined as the percentage
of visits to that entry page where the visitor did not proceed any further into the web site.
Since, in almost all cases, a landing page is designed to prompt a further action
from the visitor (fill out a submit form, place a product in the shopping cart,
navigate to another page), we can equate a bounce as a failure of our landing
page.
Below is a bounce rate report from our Web
Analytics Solution, Conversion Analyst. Notice that by comparing the bounce rates of
the various
product landing pages, we see that the Bathrobes and Slippers page has the
highest bounce rate. About 1 in 2 visitors that enter the site on
that page, leave without going any further. In addition, since this is our 8th
most popular entry page,
the outcome of the test should be significant
enough to justify the costs of a test.
Finally, since the Bathrobes and Slippers page is
one of a multitude of product pages, our test conclusions would
be a good starting point for testing other high bounce rate product pages.
The Bottom Line
If you do any pay-per-click marketing, landing page testing needs to become
an integral part of your strategy. As bid prices continue their slow ascent and
your competitors test and optimize their landing pages, finding out what drives
your online conversion has never been more important.
Many thanks to Scott Miller, CEO of Vertster
for his invaluable feedback on this newsletter.
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