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

Homepages are among the most difficult places for marketers to optimize for a few of reasons: 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. Even if Digital has full control, it’s difficult to determine what to emphasize on the homepage to maximize ROI. 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. Here is the control from that test: The team, however hypothesized that due to the different customer personas coming to the page, a large portion of the visitors were not being properly served by the content on the homepage or the “find a treatment center” page. To remedy this issue, the team created a treatment that served multiple customer personas with separate paths towards the ultimate goal of landing on the “find a treatment center” page. Here is the treatment homepage strategy: When they pitted the two strategies against each other in an a/b split test, the results were significant. The treatment produced a 52% increase in clickthrough to the “find a treatment…
Source: Marketing Experiments
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