Homepages Optimized

How using the homepage as a channel led to a 59% increase in conversion


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

hey #webclinic attendees, we like homepage feedback too! 🙂 http://brainrider.com

Home pages are not magazine ads.

Related:  Product Pages Tested: How carefully pinpointing customer anxiety led to a 78% increase in conversion


View the clinic replay, or listen to the audio recording (mp3), to learn how to effectively communicate value on your website.

Download the MarketingExperiments Quarterly Research Journal:

Q3 2010

View a replay of this presentation:

Webinar Video 2010-08-11
Presentation will open in new window


Editor-in-Chief — Dr. Flint McGlaughlin

Writer(s) — Daniel Burstein
Pamela Markey
Austin McCraw

Contributor(s) —Chuck Coker
       Tony Doty
       Flint McGlaughlin
       Corey Trent

Production — Austin McCraw
Cliff Rainer

Graphic and Web Designer — Nicole Evans

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