Homepages Optimized

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"Your emails and website provide the common sense that we often leave at the door to the office."

David Jones
Senior Practice Leader
Kaiser Permanente

"I often change small things across many pages as MarketingExperiments gets me thinking about how to increase the straighforwardness of my pages for the visitor."

Amanda Schaner
Marketing Coordinator
Home Science Tools

"The live web clinics are very humbling. I think we're doing a pretty good job. But every time I attend, I realize we could do things much better for our clients. I consider MarketingExperiments my encyclopedia, and parrot the principles I learn every chance I get."

Troy O'Bryan
Co-Founder and Chief Response Officer
Response Capture, Inc

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Homepages Optimized

Thursday, 09 September 2010

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Topic: 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
@Hallie_Janssen

Live page optimization by Dr. McGlaughlin is like going to the dentist: Hurts while you're there, but better in the long term. #webclinic
@jerryeverett

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

Home pages are not magazine ads.

@korbyimagery

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

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Credits:

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