Homepage Optimization Applied

Editor's Notes

• #16: This page is now serving as a directory. Some of our most effective pages have been directory pages and have been successful with even more than three options.
• #18: Assigned: ADAMSubmitted by: Tina & CherylFIRST HANDSHAKE (CAN’T MAKE ASSUMPTIONS) - WHAT ACTION DO YOU WANT PEOPLE TO TAKE - PROCESS LEVEL VPPrimary Audience: Adult learners (30-55) who are considering going back to school to finish their Bachelors degree in technology or business or to Further their education. Primary Objective: Help prospective students find more information on their program of interest Primary Sources of Traffic for homepage: SEO:50.05% (Google 58%) Referral:21.51% Direct: 27.38% Campaigns: 1.06% Keywords: (SEO) Majority of search volume comes from branded keywords. Non-Branded Keywords: (from highest to lowest) RN to MSN online, online computer science degree, rn to msn, nursing informatics, rn to msn online programs
• #19: Assigned: JONSubmitted by: EmirPrimary Audience: Anyone responsible or accountable for improving their organization's innovation processes and practices.Primary Objective: Drive traffic to the SG Navigator product, the seminars line-up, and the various consulting services and publications offerings.Primary Traffic Sources: SEO:stage gate process, stage gate, stage gate model, innovation best practices, innovation benchmark
• #20: Assigned: ADAMSubmitted by: AndyVP IS IN HEADER (IF NON-BRANDED KW…) - CONSIDER TOP CATEGORIES - DIRECTORY STYLE - TEST USING HP FOR CUSTOMER FAV CATEGORIESPrimary Audience: Medical Professionals that work in a clinical laboratory environment. (phlebotomists, microbiologists, pathologists)Primary Objective: Sell products and email newsletter signupsPrimary Sources of Traffic: Direct Mail, Catalogs, SEO: clinical lab supplies, lab organization, phlebotomy
• #21: Assigned: JONSubmitted by: AlexPrimary Audience: People working in salesPrimary Objective: to get people ineterested in buying the product.Primary Sources of Traffic: online meeting platform and our blog
• #22: Assigned: ADAMSubmitted by: KathiHEADLINE - 6 ROTATIONS - GET PEOPLE TO WHERE THEY NEED TO GO (BY CUSTOMER NEED) - SELF SELECT BANNERPrimary Audience: IT, project managers and architectsPrimary Objective: click through to product/solutions pages, ultimately driving salesPrimary Sources of Traffic: branded search and email blasts
• #23: Assigned: JONSubmitted by: AnthonyPrimary Audience: US residents 26-45 yrs old, 55% female, 45% male, avg annual salary $80,000Primary Sources of Traffic: Trip advisor check rates campaign
• #24: Assigned: ADAMSubmitted by: DustinREPITITION (OP EXCEL -> OP EXCEL) - NO IDEA WHAT YOU SHOULD DO - MICRO YES - CLARITY TRUMPS PERSUASION - PRIMARY GOAL SHOULD BE NEAR TOP (EVEN PUT WHITE PAPER ON PAGE)Primary Audience: C-Suite: usually CEO/CFO/COO, Male, 30-50 years old, Very educated, Married with family, Decision maker, User of technology,Primary Objective: Getting visitors to download a whitepaper relevant to one of the 3 funnels (Healthcare/Nonprofit/Business)Primary Sources of Traffic: SEO new site, still working on keywords
• #25: Assigned: JONSubmitted by: SarahPrimary Audience: analytics professionals from [electric power] utilities plus solution providers [vendors}Primary Objective: Education on industry events and get them interested enough to click through to other pages and registerPrimary Sources of Traffic: direct, our email ant other promotional pushes, referrals from partners, social media and SEO. keywords: utility analytics
• #27: Assigned: ADAMSubmitted by: Mary EllenWHAT DOES FRESH FINDS MEAN - VP SECTION AT TOP 100 PIX - WHAT VALUE DOES THE MAIN HERO PROVIDE (CONSIDER SALES/PROMOS) - APPEAL TO NEW VISITORS (COOKIE)Primary Audience: 30-50 year old womenPrimary Objective: Get visitors to buy the products offeredPrimary Sources of Traffic: Direct, paid search (fresh finds) and email.
• #28: Assigned: JONSubmitted by: JoycePrimary Audience: College studentsPrimary Objective: For students to search and buy their course materials and/or register their access code(s)Primary Sources of Traffic: AdWords: (discount/cheap textbooks, etextbooks, ISBNs), course syllabi, professor announcement.
• #29: Assigned: ADAMSubmitted by: IgorWHERE IN THE WORLD AM I SUPPOSED TO CLICK (INTUITIVE CTA, DON’T MAKE ME THINK) - YOGA WEBSITE - VP TESTING AND DEVELOPMENT (JACK OF ALL TRADES?) WHAT MAKES YOU DIFFERENT - EMPHASIZE GUARATEE (LOCATION, SHAPE, COLOR, PROOF) - REMOVE ENTIRE TOP SECTION Primary Audience: Small/Medium Business OwnersPrimary Objective: Get people interested in our online marketing servicesPrimary Sources of Traffic: search and social
• #30: Assigned: JONSubmitted by: JohnPrimary Audience: Homeowners looking for window replacementsPrimary Objective: Establish credibility of brand and either direct them a form fill or call in inquiry.Primary Sources of Traffic: Blend of direct and SEO, direct response ads, radio, TV
• #31: Assigned: ADAMSubmitted by: BernardDISSOLVE YOUR BUSINESS - I HAVE TO FIGURE IT OUT (YOU NEED TO DO THE WORK, NOT ME) - RANDOM CLICKING OF FEATURES - NO CONVERSATION - WHAT’S IN THE VIDEO - FREE TRIAL CTA LM OR SIGNUP DEPENDING ON MAGNITUDE OF MOTIVATION - MORE GENERAL ABOUT THE ENTIRE PRODUCT, THEN HELP THEM DECIDE ON EXACT VERSION - COST IS TOO EARLY BEFORE ENOUGH VALUE HAS BEEN CONVEYEDPrimary Audience: 28-44 year old womenPrimary Objective: To sell softwarePrimary Sources of Traffic: Adwords
• #32: Assigned: JONSubmitted by: CraigPrimary Audience: People traveling to PortlandPrimary Objective: Get visitors to book a roomPrimary Sources of Traffic: Organic and paid search
• #33: Assigned: ADAMSubmitted by: KathySIMPLIFY TOWARDS THE OBJECTIVE (BANNER, SECONDARY ITEMS) - PROCESS LEVEL VALUE - CREDIBILITY - FLIP PHOTO FOR EYEPATHPrimary Audience: Consumers interested in buying a boat or learning about boatingPrimary Objective: To drive people to a DVD order/download or to request info from boat Manufacturers using the selection toolPrimary Sources of Traffic: Google SEM (boating, find a boat, buy a boat)
• #34: Assigned:JONSubmitted by: GregPrimary Audience: Home owners or property managersPrimary Objective: Have users call or fill out price quote formPrimary Sources of Traffic: PPC (lawn care dallas, lawn maintenance companies, etc..)
• #35: Assigned: ADAMSubmitted by: ThomasNAVIGATION DIFFICULT TO FIND - LITTLE DIFFERENTIATION BETWEEN THE CTAS (NEW ARRIVALS, TOP STYLES…) - TOO MUCH STUFF (BOXES, CTA’S,) MAKE IT CRYSTAL CLEAR WHAT I SHOULD DO (AND IF I DON’T WANT TO DO THAT…MAKE THE SECONDARY OBJECTIVES SIMPLE AND MINIMAL) - HOW DO PEOPLE SHOP? (FIGURE THAT OUT THEN REPLICATE IT ON THE PAGE)Primary Audience: African-American women ages 30 – 65, upper-middle income, w some college educationPrimary Objective: Help customers find the product they are looking for quicklyPrimary Sources of Traffic: SEO: 79% New Visitors 21% Returning Visitors 57.4% Search Traffic 24% Referral Traffic 14.25% Direct Traffic 4.35%
• #36: Assigned: JONSubmitted by: JayPrimary Audience: Electronics ConsumersPrimary Objective: Funnel visitors to products they are interested inPrimary Sources of Traffic: Typed/Bookmarked, SEO (keywords = some iteration of our name)
• #37: Assigned: ADAMSubmitted by: ChrisCOMPLEX CTAS (REMEMBER YOUR GOAL) - DO PEOPLE CLICK ON THE BRANDS? - REMOVE EVERYTHING FROM LOGOS TO THE SEDOND SET OF BEST SELLERS - GIVE WAYS TO SHOP (NEED, PRODUCT TYPE, BRAND) Primary Audience: Golfers interested in and willing to spend Money to improve their game through lessons and training devices. (M/F, 35+)Primary Objective: Drive traffic to individual product pages ultimately to have the customer complete a transactionPrimary Sources of Traffic: Email blasts, SEO and AdWords drive traffic directly to individual product pages. Keywords: relate to “golf training aids”
• #38: Assigned: JONSubmitted by: DavidPrimary Audience: Small/Medium Business OwnersPrimary Objective: Office professionals (admin assistant, office managers school/church secretaries and purchasing specialists.) Not the business owner.Primary sources of Traffic: AdWords: office signs, nameplates, door signs, room name sign
• #39: Assigned: ADAMSubmitted by: CamilleMAIN PRODUCT VP AND DESCRIPTION IS BURIED (LOCATION, FONT SIZE) - THE CATEGORIES ON LEFT - DO YOU NEED A TOP NAV - DO YOU NEED THE FULL CATEGORIES AT THE BOTTOM - VP STATEMENT IS LONG WINDED AND DOESN’T SEEM CUSTOMER CENTRIC (TELL ME HOW EASY TO PUT UP, LOW COST, PERFECT GIFT, FEATURES) - CONSIDER A ROOM DESIGNER TOOL (BUILD, VISUALIZE, PRICE…DO IT WITH YOUR CHILD)Primary Audience: Parents who want to decorate their kids roomsPrimary Objective: To help customers find what they needPrimary sources of Traffic: Organic (Kids Murals, children's murals, etc.)
• #40: Assigned: JONSubmitted by: DavidPrimary Audience: Existing customers of the bank (both Business and Retail) Secondary Audience: Potential customersPrimary Objective: Cross sell products and services to exisitng and new customersPrimary sources of Traffic: Exisiting customers, native search, and Adwords: (mortage rates, refinance, refi, HELOC)
• #41: Assigned: ADAMSubmitted by: BiancaINTERESTING APPROACH (TESTIMONIALS) - WOULD BE AWESOME TO CLICK THROUGH AND SEE ACTUAL SITE (OPEN NEW TAB) - RADICAL APPROACH (ONE PRODUCT WITH FEATURES…CUSTOMIZE YOUR WEBSITE) - COULD DO MUCH OF THE WORK ON THE HOMEPAGE - CONFLICTING CTAs (GET A QUOTE AND OUR PRICE) - MAIN CTA CART BEFORE THE HORSEPrimary Audience: Small business owners in AustrailiaPrimary Objective: Get people to request a quote for a website.Primary sources of Traffic: SEO. Keyword: Web Design Company
• #42: Assigned: JONSubmitted by: JockPrimary Audience: New car buyersPrimary Objective: Get visitors to fill out the quote formPrimary sources of Traffic: SEO