A review of the site’s analytics confirmed that the client’s single most visited entry page was their homepage. The homepage, the first touchpoint for most visitors, was a showcase of free, subscriber-generated content. If you came to the site to understand what our client was selling, you may think that they were a showcase or search engine for content, rather than a storage solution.
The path to reaching the sales page was a link, tucked away in the main navigation bar listed as “subscribe” with no other context. Our suspicion was that this may have been confusing to visitors who were attempting to understand the features and benefits of the service.
The first order of business, as it was the easiest to fix, was to improve the navigation menu through A/B testing, which allowed us to randomly show different verbiage to different visitors. We experimented with a few ideas, including “plans”, and “sign-up”, against the already existing “subscribe”. After a month of testing, our test showed that using the word “sign-up” successfully moved a larger audience through the subscription funnel and onto the service sales pages.
Next, using heat mapping software, we tracked how the front page was actually being used, in an effort to understand the opportunities and risks involved with re-organizing it. What we discovered is that less than 1% of site visitors were visiting the user-generated content from the front page. User-generated content was indeed being viewed, but those views weren’t taking place from the homepage. Nearly 90% of the visitors went to the login button, signaling that the plurality of people visiting this page were existing customers looking to access their account. Finally, roughly 10% of visitors found their way to the sales pages.
Omnifonic leveraged the skills of one of the nation’s top web designers to re-imagine a front page focused on the product benefits and features that a subscriber could expect, along with a strong call to action signaling the next steps to take.
These benefits and features that were summarized on the front page led to single pages that expanded even further on those features. This served the client and their visitors in several ways, including:
- Allowing subscribers to thoroughly understand our client’s value proposition in depth, which gave them more information on which to make a buying decision.
- Our clients were, for the first time, giving themselves an intentional opportunity to rank organically in search engines for plan benefits and features, rather than a simple plans page which treated every aspect of all plans equally.
- Our clients would now be able to track the popularity of their features and benefits, based on page views, to better highlight the features that are important to their audiences.
Have you considered if your site visitors are being left confused by your most popular entry pages? Using session tracking and A/B testing tools, you can create a more focused journey that keeps your visitors happy and gives you a better opportunity to earn sales. Call Omnifonic and let’s start fixing the journey today.
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