Just this week we uncovered some eye-opening data on the value associated with orienting a user when they first arrive on a website. The data came from a recently signed client of ours. Their site, at the time, was buying pay-per-click traffic sent to internal pages, but these internal pages did little in the way of orienting a user. In an effort to do a better job of letting the user know that they had arrived at the right spot we added just a few simple elements to the landing pages.
First, and most importantly, we added a descriptive headline that closely (if not exactly) matched the PPC ads that the visitors were coming from. Second, we added a product picture that closely matched the PPC ads and finally we added a simple call-to-action that said something along the lines of “Browse our Product Selection.”
Nothing fancy at all, just enough information to assure visitors that they were in fact visiting the right website for what they’re looking for.
So what was the result of the changes?
Implementing the changes:
Increased the number of product pages that visitors view by over 80%
Increased the amount of time that visitors spend browsing the site by over 111%
Reduced the number of visitors that leave before viewing any products by 37%
In total, those are great numbers for just a few quick changes to the internal pages of a site. Growing transactions on a site first requires building trust with visitors. Orienting site visitors is a simple yet powerful first step to build that level of trust.