Many brands centre their online strategy on the assumption that the majority of visitors arrive at their website through their homepage.
As a consequence, it’s easy to see how brands often place so much emphasis on promoting their top messages on their homepage, and you’re likely familiar with the turf wars that happen among various brand initiatives or departments over homepage real estate.
While the homepage is important, it is equally important to look at the other top landing pages on your website and find the best ways to engage your audience there. If you don’t, you will be missing a large opportunity to drive engagement with new and repeat visitors.
The truth is, visitors enter the website on various pages, coming in from organic or paid search traffic or inbound links.
Catering to your audience(s)
As a retailer, you may find that your top landing pages are your weekly deals or career pages. Coca-Cola, for example, found much more success when it stopped treating its homepage as the “front door” to its website and optimized all the top landing pages on its website, according to HubSpot.
You need to investigate the personas visiting each page – the fictional characters that represent the unique composite characteristics of real customers. Once you’ve identified these customer-types you can adjust your messaging and visuals to better speak to them personally.
As a non-profit, you may find that your fundraising and events pages are your top landing pages. Depending on the type of event being held, the content that will drive the most donations may need to appeal to a uniquely different type of donor audience.
For example, by showcasing who else among their online network has donated to your cause, you can encourage a younger millennial audience to donate. An older savvy online audience, on the other hand, might prefer to see success stats and information about where the funds have been used in the past.
Engaging new retail customers
Multibillion-dollar gas retailer Murphy USA (a client of ours) was struggling to connect with a younger demographic of drivers. The company looked at its website and found that, aside from the homepage, its “Get Deals” page was the top landing page and 94 percent of the visitors to that page were new.
The top referring sources for these inbound visitors were partner and vendor websites such as Coca-Cola and Ford. These visitors were already interested in products sold at the Murphy USA stores and that meant high-quality traffic for Murphy USA.
The company’s goal for new visitors was to drive newsletter sign-ups so it could continue to engage them in other loyalty activities. It implemented a twofold solution.
First, it placed a link to the Newsletter sign-up on its “Get Deals” page. Second, it implemented personalized content on the website. For visitors who had not yet signed up, it displayed an in-site advertisement for the newsletter. Combined, these two approaches drove a 20 percent increase in newsletter sign-ups in the first three months.
Implementing these strategies
Look at your top landing pages and pay special attention to the highest repeat traffic destinations, then build a more contextual content strategy for engaging your audience there.
Online visitors increasingly expect to be spoken to in the context of their interest in your organization or product. Several tools have become available in the past few years to help enhance this strategy, including GetSmartContent and Monetate. Investigate these options along with adjusting the copy on your landing pages to help drive significant traffic to the most important pages on your website.
Eventually, you can fine-tune the appeal of your entire website by providing highly contextual or personalized content based on prior visits, search terms, geo-location and other rule-based factors.
As you know, you’ll never be done adjusting your website, but by personalizing the visitor’s experience you can ensure you’re making the most of your online presence with each view.