Whenever I look for a new page to optimize, I generally use the following rule of thumb:
Pick a page with the MOST opportunity.
This doesn’t mean to pick your worst performing page, which seems counter-intuitive—but hear me out.
Just because a page is performing poorly doesn’t mean it should take priority. Ideally, you want to find a page that will have the biggest impact for your particular campaign, e.g., boost sales, leads, etc….
How do you find these pages? Well, you have to dig into your data (you can read more about that here).
Today, I’m going to give you a shortcut to determining the perfect pages for optimization and share why some of your mid-funnel pages are the unsung heroes of potential!
First, let’s talk about…
Where Most People Like to Start Working (…and Why it May Not Be the Best Place to Start)
1. The Homepage
I totally get why most people like to start here.
For one, it’s the beginning of the Customer Journey and where better to start than the beginning? Also, this is the page that generally gets the most traffic and is the most well-known internally.
However, for a lot of those reasons that should DISQUALIFY running systematic tests on the homepage. Let’s look at the DM.com homepage to give some context.
Funny story: We didn’t split test our new homepage vs. the old homepage.
We did a significant number of user tests (both passive and active) and used that data to make the page more intuitive for the user to complete the actions they want to achieve at this part of the journey.
The homepage is kind of like that amusement park directory you see at Disney.
Each visitor has a unique reason to be on your site and their goals will differ (a lot of this will is dictated by source type and the level of affinity with the brand). In the case of DigitalMarketer, people are coming to the page to do all sorts of different actions such as:
- Visiting the blog
- Logging in to DM Lab
- Viewing our Products Page
- Consuming the content on the page to learn about the company
- Getting an invitation to DM Lab
Take a look at all the different actions people are taking on the site! In the heat map below, it shows the hottest click areas on our homepage. Needless to say, there’s a lot going on!
So, despite there being a ton of traffic coming to this page, we can’t consolidate the conversion action! In fact, if we were going to break out segments we cut our traffic significantly, which would make it harder to test and undermines the original reason to test here: traffic.
Another difficulty with making changes on the homepage is there are a lot of stakeholders involved …read more
Read more here:: digitalmarketer.com