The landing pages on your website – the places where you want visitors to take a specific action – can never get too much attention.
You want to measure these pages to death:
- Know your biggest referral sources
- Know the keywords people use to get there
- Know if the bounce rate is increasing or decreasing
- Know exit paths
- Know what your most visited pages are overall
- Know your conversion rates (donations / email subscribers)
- Know how fast your page loads
- Bonus point if you make a heat map
You get the point
Five ways to simplify your landing pages
One way to improve these measurements – and by extension, your landing page results – is to simplify the page.
Simplifying a page simply means removing all obstacles between the visitor and the action you want them to take.
Below are five ways you can simplify your landing pages today (not next week):
- Get rid of links to your social media sites. Put them on the page they’re directed to after they donate or join your mailing list.
- Get rid of any polls, ads or news announcements. They have nothing to do with the single action you want them to take.
- Get rid of any links going to external websites. The very last thing you want them to do is leave your site.
- Reduce the amount of links going to other pages within your website. If you want them to make a donation, why would you have a huge “Volunteer New” button?
- Eliminate sidebars that contain widgets, calendars, blog posts, or any other unrelated content.