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. Ttake a thoughtful look at your website analytics. First, to get a firm handle on current visitor behavior. Second, ensure relevant 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 people leaving the site or just going to another page? Visitors could be skating away for a variety of reasons. They are being led to the page - via linking or search results, but the on-page information isn’t telling them what they need to know. In this case, revamp 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.
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.
Other Posts in this Series:
Is your site attracting the right crowd?
Giving visitors what they really want
Zeroing-in to make the greatest impact