I was looking at usage data for the website, specifically the conversion rate for new visitors by landing pages that received more than 10,000 visits in the past month. Let me explain:
-- New visitors, as visitors coming to the openoffice.org website for the first time -- Conversion rate is the % of visitors to the website that actually download OpenOffice. The overall conversion rate for all new visitors is 30.81% for past 30 days. -- The landing page is the URL of the first page they visit on our website. Only 18% of website visitors go to the home page first. The rest either end up with a native language page, or at a deeper page, often referred to them by another website or by a Google search. What I've seen in the past is that a well-written and good looking landing page will have a high conversion rate. For example, the French and Japanese native language home pages have a conversion rate of over 50%: http://www.openoffice.org/fr/ http://www.openoffice.org/ja/ Note that neither of these are particularly fancy. Half the battle is not giving any negative signals to the user, like outdated text, bad links, poor formatting, anything that suggests they are at some rogue website run by hackers. So the poorly performing pages are: http://www.openoffice.org/pl/index.html (6.42% conversion rate) http://www.openoffice.org/pl/product.download.html (2.75% conversion rate) Here the design looks off, with outdated logos, a download button takes visitor to a page with misaligned folder, pointing to old 3.4.1 release. http://www.openoffice.org/legacy/thankyou.html (0.81% conversion rate) http://www.openoffice.org/welcome/registration20.html (0.93% conversion rate) These two pages are loaded by old versions of OpenOffice.org after installing the product. Combined we get nearly 60,000 visitors per month to these pages. But the conversion rate is horrible. I just did a quick update today to update the version numbers. (They were referring to 3.4.1 as the most recent). But I wonder if we might want to rethink the approach here. The user just downloaded and installed an older version of OpenOffice. What would motivate them to update? Asking them immediately to download again? Or should we take a softer approach and focus on getting them introduced to the support forum, or to sign up for our Facebook or Twitter accounts? For any of these pages we have the ability to do A/B testing with content experiments in Google Analytics. We can try out a few variations on the landing pages and measure the conversion rates and see which ones do better. Regards, -Rob --------------------------------------------------------------------- To unsubscribe, e-mail: [email protected] For additional commands, e-mail: [email protected]
