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Paving the path to deeper engagement.

The process of finding the website pages where visitors are dropping off — and optimizing the pages that are attracting the best prospects — is key to maximizing conversion rates. You need to take a thoughtful look at your website analytics. First, to get a firm handle on current visitor behavior. Second, to ensure appropriate messaging and clear calls-to-action. Here are some action items to focus on:

Troubleshoot pages with high exit rates.

Look at the navigation path to and from a particular page. Are visitors leaving the site or just going to another page? The fact is, people could be skating away for a variety of reasons. Maybe they’re finding a page via certain search terms or keywords, but the on-page information isn’t telling them what they need to know. In that case, you need to revamp the page messaging to align with their expectations.

Fine-tune pages that generate the most desirable traffic.

The homepage isn’t the most visited page for many sites. It’s crucial to determine your most-visited pages — minimize exit and bounce rates — and optimize them for maximum conversion. What are the top keywords that are driving people to a page? Can these visitors get to the call-to-action and a deeper level of engagement with a minimum of steps?

Analyze the behavior of your sales funnels.

All site visitors are not created equal. And often, visitors from certain sources/funnels are more valuable than others. For instance, you may find that visitors from email are more aligned with your brand/product than people you’re attracting from social media. Or, you may find a particular contact form on a particular page is attracting many of your best customers/advocates.

A close look at your analytics will tell you who your most valuable visitors are — what pages they’re winding up on — and how they’re being attracted in the first place. This will help uncover how people are finding you, along with the most promising paths for conversion and deeper engagement. 

Neptune Web is a full-service Boston-area interactive web and digital marketing agency with expertise in Website Design, Web Development, Digital Marketing Strategy and Execution.

We look forward to your comments and would be most happy to address and help solve any Digital Marketing or Website Design & Development challenges you may have.

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