What Home Page?

Posted online is a brilliant lecture on Successful Web Analytics by Avinash Kaushik. One of the points he makes (correctly) is that companies care a little too much about what goes on their home page. This is such a heated topic that departments fight over home page real estate and as a result inner pages get little attention.

But what most retailers forget is that 80% of site visits are generated through search engines; so the determination of your landing page is made through the search query entered and not you. Retailers need to start looking beyond home pages and focus on other (more important) objectives like findability, brand message consistency, call to action completion and site experience.

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