Welcome to part three of our four part series. So far we have discussed why it’s important to focus on your biggest reward, and your most popular landing pages. Today we’re going to discuss clickpaths and why you need to understand how they are driving traffic to your site. If you’re not sure about what a clickpath is, read this article first.
Strategy #3: Focus on your clickpaths and make the most of your paid (Pay Per Click) campaigns
First, let’s wrap our heads around the types of clickpaths you have on your site, and the traffic that is behind them.
1. Clickpaths can start from your homepage – The kind of traffic your homepage is getting is either from SEO efforts, referrals, or simply because you have a strong brand so visitors know to visit your site. Yesterday we said to focus on the landing pages with the most traffic – your homepage is exempt from that equation. Most homepages will be the most popular page, no matter what. But homepages don’t usually convert sales. Their job is to draw the user in and point them in the right direction. Conversion is a job for the internal pages. For that reason, we’re going to focus our efforts on the second type of clickpaths – the ones that start on internal pages.
2. Clickpaths can start from internal pages – Traffic that is starting on your internal pages is more qualified because of how they got there. Generally, if someone is skipping your homepage it’s because they have that page bookmarked, or they are coming from a paid campaign (like Pay Per Click) and have more clearly defined needs. The landing pages from a PPC campaign are located deep within your site. You may have heard the term “deep linking” – it simply means that getting to those pages would be impossible or extremely difficult for the user who ends up on your homepage first.
Because you are literally paying for the traffic that hits these pages, you’re going to want to know which pages are under-performing. If the performance is low enough, you’ll want to stop paying for traffic that isn’t converting. Ready for a little math magic?
By the numbers:
- For each of your PPC landing pages, multiply the potential revenue per visitor by the number of visitors who land on it. (Widget Price x Actual Traffic = Revenue Estimate)
- Multiply your Revenue Estimate by Bounce Rate (Revenue Estimate x Bounce Rate % = Potential Lost Revenue)
- Repeat both steps for each landing page and rank them in order of highest lost revenue.
What’s so great about this strategy?
Now you are armed with the power to close up the gaps in your conversion process by either adjusting your low ranking pages, or improving the already high-ranking pages. Either way you can reduce the cost of paying for traffic that doesn’t convert, and focus that money on pages that do convert.
Join us tomorrow for strategy #4: Focus on the most important parts of the page. We’ll focus on how the page type can influence how your users interact with the site and how that affects your conversion adjustments. If you’d like help making your landing pages convert, contact us. We can help you turn valuable traffic into paying customers.
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