Critical Page Optimization

By Hywel Curtishywelcurtis.com

A Simple Approach to Improving Any Website

IntroductionThere are so many options and opportunities online, how do you know what actions to take to make a better website?

In this presentation I introduce you to Critical Page Optimization – a simple and straightforward process for making any business website better.

The full processStep 1 – project set upStep 2 – landing page optimizationStep 3 – exit page improvementsStep 4 – use your most trafficked pages betterStep 5 – improve your least trafficked pagesStep 6 – build for the future

Step 1 – get set up(a) Create tracking spreadsheet(b) Locate landing pages(c) Locate exit pages(d) Locate most trafficked pages(e) Locate least trafficked pages

1 (a) Create tracking spreadsheetStart a new spreadsheet with 4 sheets with the titles:

• Landing pages• Exit pages• Most trafficked pages• Least trafficked pages

Create the following column headings on each sheet:

• Page name• Page URL• Status• Metric (e.g. bounce rate)

In Google Analytics go to:Behavior > Site Content > Landing Pages

Select the top 3 pages and add them to your spreadsheet.

Record the bounce rate in the metric column.

1 (b) Locate landing pages

In Google Analytics go to:Behavior > Site Content > Exit Pages

Select the top 3 pages and add them to your spreadsheet.

Record the % exit in the metric column.

1 (c) Locate exit pages

In Google Analytics go to:Behavior > Site Content > All Pages

Select the top 3 pages by Unique Pageview and add them to your spreadsheet.

Record the bounce rate in the metric column.

1 (d) Locate most trafficked pages

In Google Analytics go to:Behavior > Site Content > All Pages

Select the bottom 3 pages by Unique Pageview and add them to your spreadsheet.

Record the unique pageview in the metric column.

1 (e) Locate least trafficked pages

Step 2 – landing page optimizationThe goal is to decrease the bounce rate of these pages.

Do not alter the URL – any links to the page will be broken.

Do not change the page title - it may affect search engine rankings.

4 key changes to make:

1. Optimize the page web description to encourage relevant clicks

2. Change the opening 100 words of the page to give an overview of the topic

3. Give viewers a clear next action to take - a link, signup etc.

4. Put more content above the fold

Step 2 – landing page optimization

Step 3 – exit page improvements

The goal is to decrease the % exit of these pages.

Try and keep people from leaving your website and you can boost traffic to all pages.

Improve the following:

1. Headlines and titles – make them more descriptive and interesting

2. Routes and links – improve how people get to the pages and the information they have before they arrive

3. Destination – give people somewhere else to go on your site

Step 3 – exit page improvements

Encourage action by:

1. Ensuring links or signup boxes have a prominent place on the page

2. Making links stand out from the background

3. Provide interesting detail on what linked-to content holds

4. But don't tell the whole story - leave people wanting something

5. Use words that encourage action: 'click here' or 'find out more'

Step 3 – exit page improvements

Step 4 – use your most trafficked pages better

The goal is to decrease the bounce rate of these pages so that more visitors remain on your website.

But also, more people see these pages than any other areas of your site – work out why this is and then you can use that information to improve.

Make changes to the most trafficked pages:1. Link to other relevant pages – help people find more of what

they like

2. Add email signup boxes – convert more visitors into followers

3. Mention your strengths – give information on your best features as a business – more people will see it

Step 4 – use your most trafficked pages better

Learn from the most popular pages on your site to improve others:

1. What is the topic? Why do people like it?

2. How do you get to these pages? Where are they linked from?

3. How are they laid out? What sub-titles do they use?

4. What sort of images do they use? How are they designed?

5. How do they appear in search results?

Step 4 – use your most trafficked pages better

Step 5 – improve your least trafficked pages

The goal is to increase the unique pageviews of these pages so that more people see them.

And how do you do this? Simple! Use what you learned in Step 4 from the most trafficked pages.

Create a better strategy as you move forward based on what you have learned and done in the Critical Optimization Project.

You can also run the project again when the metrics that you are tracking show how pages have changed.

Step 6 – build for the future

Create a strategy:

1. Review the changes made to pages in each section.

2. Record any issues that came up.

3. Capture any ideas that you have for the future.

4. Develop workflows for new content.

Step 6 – build for the future

And you’re done!

Quick recapStep 1 – set up the project and find relevant pagesStep 2 – optimize landing pages to decrease bounce rateStep 3 – improve exit pages to decrease % exitStep 4 – use your most trafficked pages better and decrease bounce rateStep 5 – improve your least trafficked pages to increase unique pageviewsStep 6 – build a better strategy for the future

A more comprehensive version of this process is available at:

http://hywelcurtis.com/critical-page-optimization/

For more detail…

Thanks for reading!If you would like some additional fast and actionable ways to build a better business website that can deliver immediate results, then please go to:

http://hywelcurtis.com/content-quick-wins

See you there!