Introduction: How to identify landing pages where many users leave without engaging
Analysis Overview:
Being a marketer, you are responsible for driving consumers to your digital properties and facilitate them with an experience, which not only resonates with their ever-changing needs/wants but, also motivate them to follow the conversion path that influence your macro indicator(s). If we focus on the journey of an online consumer, it spans across multiple pages which collectively form a workflow and bring the consumer closer to the funnel. Among these pages, we have something called a LANDING PAGE, which is the FRONT DOOR of the consumer journey and persuade them to kick-start their shopping journey. If you are experiencing a significantly higher percentage of your online consumers dropping of from the LANDING PAGE or, from your so called FRONT DOOR, you are indirectly draining out your marketing budget and inflating the future cost of your marketing initiatives in the form of higher CPCs, higher CPA and lower ROI. So; being an online marketer, it's extremely important to maintain a balance between your cost and engagement indicators, and keep on optimizing them until the law of diminishing returns kicks-in.
Analysis Benefits:
- Persuade the consumers to navigate deeper in to your site taxonomy and interact with your merchandise/services
- Improve the % of your returning user base and their lifetime profitability
- Keep your CPCs and CPA under control and generate a better Channel Level ROI
DAA Members, to view the full recipe go here.
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Sushant Ajmani
Consulting Practice Head
Nabler (Corporate Account)
Bangalore
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