Your homepage URL is likely directly connected to every dollar that flows out of your marketing budget. It’s on TV commercials, business cards, even the side of a city bus.
But is it optimized to meet your marketing goals? Or is your marketing campaign leaking revenue every time someone lands on your page?
On this homepage-specific Web clinic, Flint McGlaughlin, the Director of MECLABS Group, shared a few key optimization steps to help you build an effective, ROI-based homepage:
- Step 1: Identify all homepage objectives
- Step 2: Prioritize the objectives into three categories: primary objective, major objectives, and minor objectives
- Step 3: Connect key success metrics to each objective category
- Step 4: Design the homepage to weigh objectives strategically according to priority.
- Step 5: Test the effect of competing objectives
Plus, the MarketingExperiments team conducted live optimization of audience-submitted homepages.
Web clinics are lively events where marketers can communicate via Twitter with their peers as well as the MarketingExperiments team by using #webclinic. To give you a sense of the conversation that takes place in a live Web clinic, and what you can learn from this Homepages Optimized replay embedded below, here are a few of our favorite tweets:
The home page shouldn’t be a landing page. Its job is to get people through it, not to it. #webclinic
Live page optimization by Dr. McGlaughlin is like going to the dentist: Hurts while you’re there, but better in the long term. #webclinic
Home pages are not magazine ads.
View the clinic replay, or listen to the audio recording (mp3), to learn how to effectively communicate value on your website.
Editor-in-Chief — Dr. Flint McGlaughlin
Writer(s) — Daniel Burstein
Contributor(s) —Chuck Coker
Production — Austin McCraw
Graphic and Web Designer — Nicole Evans