For majority of businesses, approx. 85-90% of the traffic enters the website from the Home Page. Out of which, a staggering 70-75+% is driven by Search Engine Marketing initiatives. Considering the importance of Home Page in driving such a significant % of traffic volume, it's very important for the content and merchandising teams to serve the relevant content on this page, which should not only resonate with the audience's needs but, also motivate them to go deeper in to the Site Taxonomy and impact the macro indicators.
Since last couple of years here at Nabler, we have received numerous requests from our clients to optimize their Home Page to cater the wider audience needs but, there is no cookie-cutter approach. Majority of the clients wants to control the Bounce Rate on their Home Page and improve the Visit Depth of the online visitor. However, this optimization task has become quite daunting and politically challenging for reasons that can be best categorized in to these three -
In today's scenario, it requires a lot of approvals from the internal business teams to do any optimization on the Home Page. Convincing them even for testing is not an easy game due to the sheer volume of traffic this page drives and its participation in the overall conversion on the website.
Hence, for any optimization effort on the Home Page, it requires smart planning and support from the internal business teams to avoid any chaos later on. If you are among those online players, who are contemplating about optimizing the Home Page for the upcoming Holiday Season, here are some tips for you to keep in mind:
With these tips now, you can go ahead with your continual optimization process. If you haven't started any testing and targeting program targeting relevant content on the Home Page yet, get in touch with us to get a detailed plan of execution and get on the optimization bandwagon.