Audaxium Blog

It was only a few years ago that your home page would be where most visitors would begin their experience with your website, but now Google and the other search engines rank your internal pages much more effectively and visitors often ‘land’ on an internal page before reaching the desired start point of your site. So you need to convert these internal web pages into more effective landing pages and get the most leads/sales that you can from them. Here are four simple steps to help you achieve that goal:

Step #1: Identify the high traffic pages

If you are using some sort of website analytics tool you will be able to easily identify the pages where the majority of your traffic is landing on your site. If the bounce rate for the page is high then you need to work on the page.

Don’t get confused with exit rate and bounce rate, if your page has a high ‘exit rate’ then this could be a good thing, especially if it is a step in an online store checkout process. The bounce rate is the measure of effectiveness, this is the percentage of visitors who left your site after landing on the page.

Step #2: Assess the page from a visitor’s perspective

Try to look at the page from your web visitor’s point of view, your visitor entered a keyword or phrase into their favorite search engine and landed on your page (note that your web analytics tool should also tell you what the most common keywords were entered to reach your page). Answer a couple of questions…Is this what I expected to see? And, I’m interested, what now? If your bounce rate is high then your page design is probably not providing the answer to the first question and a change in the design is required. If you want to provide an answer to the second question move to Step #3.

Step #3: Decide on the business goal for the page

Unfortunately when delivering web pages to visitors you provide a lot of options in the hopes that what they want to achieve is available to them.  Sometimes the best approach is to focus on one business goal and provide a means for the visitor to take the desired action. Here are some typical business goals and the desired visitor action:

Some of those goals may seem obvious, and the trick is to make it obvious for the visitor to complete the goal.

Step #4: Make it easy for your web visitor to complete the goal

Once the goal has been identified deliver the call to action in a prominent location on the page (if possible without having to scroll down, sometimes called above the fold), here are some customer examples:

• If it is a button make it an obvious clickable button with a short, concise, call to action message e.g. Buy Now, Download White Paper etc. Use universal symbols like Play Buttons if you want a user to watch a video as shown in the example below:

Landing Page Example 1 - Prominent Play Button

• If you want your visitor to fill out a form try putting it on the page rather than relying on the visitor to pick a button/link in order to go to another page to fill out the form; that way you are reducing the number of clicks required to achieve the goal. The example below shows a form to request a quote for the special offer:

Landing Page Example 2 - Prominent Form

• If possible try to reduce the amount of secondary calls to action, or at least reduce the prominence on the page. Make sure that the obvious choice is your main call to action. In the example below the ‘Choose a SolidWorks Bundle’ call to action is a red highlighted area to try and draw the visitor to the call to action options and button:

Landing Page Example 3 - Obvious Call to Action

After making these changes to your high traffic internal pages you should find that your leads/sales will increase and the bounce rate for your pages will go down.

Need some help converting your high traffic pages into landing pages? Contact us we would be happy to help.

If you are looking for more information about best practices for landing pages download our white paper: ‘Guide on how to double your Qualified Leads’