Paul Cheney says, “Homepages are among the most difficult places for marketers to optimize for a few of reasons:

  1. Internal company politics can create a battle for real estate on the home page that may or may not be in the best interests of the customer or Digital’s P&L.
  2. Even if Digital has full control, it’s difficult to determine what to emphasize on the homepage to maximize ROI.
  3. It seems that one’s really clear on just what a homepage should be in the first place which makes it incredibly difficult to optimize for a KPI.

In a test from the MECLABS Research Library, a large healthcare company was dealing with all of these issues and more. Their homepage was originally focused on a single objective – to get customers onto the “find a treatment center” page further down their funnel”.

Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52%

MarketingExperiments

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