Multiple silos/products/landing pages. How to design the root page for conversion?
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Hi everyone,
First post. Tried a few awkward searches on the topic but I must be using bad keywords.
I'm re-designing a site that has multiple products and matching multiple audiences. This means we have multiple sillos for multiple groups of keywords with the supporting pages for each silo landing page.
Currently I'm working on updating the look and text of those landing pages for each silo to increase conversion.
This leaves me with the root web page. We get quite a lot of search traffic from people searching our brand name - so this results in clicks straight through to our root domain. There are no product specific landing pages because it could be any one of the 3-5 different personas we have hitting the site from that source.
Does anyone have any good examples of where a site has had multiple products and needed to segregate their audience on a root top page? I'd like to see some examples and hear peoples thoughts.
At the moment I'm thinking I need to fill that page up with trust factors as to why people should use us as a company, along with navigational elements in relation to each and every product so they can click through to the proper landing page.
The main way I can see on executing that is to have a rotating banner with the same tag line "this is what we do" but be alternating between banners relating to each product.. with their own click through button to go to the respective landing page.
Thoughts anyone? Example of sites doing this well?
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Thanks for your advice, will have to monitor it closely.
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Whatever you would do, don't let someone looking for blue widgets only see stuff about your red widgets and bounce. Are they related products (like guitars vs. keyboards vs. drums) where the customer wouldn't be confused if they saw one or the other, or are they fairly different?
I would go big and visual and let visitors see each option at once. Sliders are nice looking, but only if they don't confuse the guest.
Be Really Obvious:
You could literally have silos on the front page with each category in a column format if you really need to hit people over the head with it.Use the Nav Wisely:
The purple nav on a site like http://www.zzounds.com/ is a good example of getting the keywords up front so they're not missed. (I have no connection to that site, I just search for musical instrument sites)Test, Test, Test:
Whatever you do, A/B test all of the versions you come up with so you're not operating on a hunch.
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