Managing your customer's landing page

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Some search engine optimisation companies focus only on optimising the home page af their clients websites, at I-COM we believe you should work on the site as a whole. This approach has now been supported by some recent research.

Over 60 major retail web sites were considered and it was discovered that only four out of ten consumers (41.5%) land on the home page when they visit an ecommerce site. This was followed by category pages (20.1%) and product pages (16.4%).

Worryingly, four out of ten consumers (39%) who arrived at the shopping basket stage were lost and went no further in the checkout process.

The research also revealed how crucial search is for ecommerce sites to help generate traffic. It found the majority of visitors to the sites (66%) arrived from search engines, this was followed by visitors who already knew the website address (23%).

This research highlights the need to ensure that all of the pages on your web site are optimised correctly. Only four out of ten visitors to your web site will arrive at your home page. Search engines will often direct searchers to subpages - they list web pages that are most relevant to the search that is being undertaken. So it's important that your individual web pages follow these four web design rules :

• keep them concise - too much text will turn off visitors looking to buy a service or product.
• make them simple to read - complicated technical text can be difficult to understand and may put many visitors off.
• make them easy to navigate - if it's difficult to find the product or services you supply, visitors will leave your web site - often within a matter of seconds.
• give the information searchers want - remember they want to know what your product or service is, how much it costs and when it can be delivered.

Remember, don't make your visitors work to find what they want  - if they have to do too much in order to achieve their goal (order a product / service or find out more information) they will look for somewhere else.