What happened to the homepage?
With all the attention spent on conversions, micro sites, landing pages and retargeting, have we neglected our home pages?
Think about it.
Have you really looked at the analytics behind the user interaction with your homepage? Do you have more than 10 links? If so, what if one of those links receives only 2% of the click through traffic? Is it still worth including it on the page?
These questions and more might (and should) be on your radar. In fact, do we even need these relics of the web one-point-oh? How do we understand what should go into designing and possibly reinventing these cornerstones of our websites? And, is it possible to use customer data, market research, web analytics and thoughtful design to turn a clunky, overlooked page into a useful tool for our customers that adds value to our marketing strategy?
I believe that we haven’t paid enough attention to designing intelligent home pages. But, I also believe the keys to deciphering the ingredients that are needed to make great pages (great depends on what matters most to your organization) are well within your reach.
This April, I’ll be presenting on what I feel is a methodology for creating a great home page experience at Innovation Enterprise’s Social Media and Web Analytics Innovation Summit. After the summit, I’ll share my findings and postulations on my site here. Stay tuned!