When testing your website for conversions, there is a lot to consider. This series will show you which four things you should focus on in order to get the most bang for your buck. If you missed yesterday’s post, check it out because it is the most important rule: 4 Strategies to Increase Your Website Conversions: Part 1.
Strategy #2: Focus on Pages With the Most Traffic
This strategy will come into play in one of two scenarios:
- None of your products/services are big sellers on your website (refer to strategy #1)
- You have multiple ad campaigns and, therefore, multiple landing pages
Focusing on the landing pages that have the highest traffic levels means the biggest opportunity for conversions. If you have multiple ad campaign landing pages, you’ll want to find your best performer–the one with the most traffic, and the one producing the most revenue.
Most website owners are tempted to focus on their under-performing pages to push them along to catch up to the pack. But when you have limited time and resources, focusing on your champion page is going to bring you the most conversions and resulting revenue.
What’s so great about this strategy?
If you haven’t heard of the Pareto Principle (also called the 80/20 Rule), listen closely because this will change the way you do business. Pareto’s Rule simply states that 20% of people are responsible for 80% of results in any given scenario. This applies to a wide range of disciplines and situations. With website conversions, you’ll find that 20% of your web pages are resulting in 80% of your conversions. Taken further, this will translate into 80% of the revenue generated by your website comes form 20% of your pages. So where do you want to focus your energy? On the 80% of your pages that aren’t making you money? No way – focus on the 20% of pages that are your cash cow, and nurture them.
This strategy and the other three we’ll discuss are following the Pareto principle, so that every adjustment you make will have the greatest rewards. When you focus on your already popular pages you’re going to see more of a difference in your bottom line.
Tomorrow we’ll look at strategy #3: Focus on your clickpaths and make the most of your paid (Pay Per Click) campaigns. If you’re not sure what a clickpath is take a look at this post: Clickpaths Boost Online Sale Conversions so you’ll be ahead of the game. Until then, we’re here to help you start increasing your conversions today. Contact us to get started.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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