In the “old” days, a company only needed to manage a visitor’s website experience from the homepage.  Now with the effectiveness of social media and search engine optimization, more and more visitors are entering a website through subpages.  Statistics show that an average of 40% of visits derive from interior page entry points.  So what are you doing to customize your brand’s online experience based on how customers enter your website?

It seems like a large problem to tackle, but focusing on your web metrics to uncover pieces of how the site is being received is the key.  Now more than ever close evaluation of your web metrics reports from Google Analytics, Web Trends and Omniture is essential in making this happen.

To be effective, companies must evaluate popular entrances, reason for entry, bounce rate, and conversion percentages per entry point.  Understanding these dynamics for each subpage will allow you to determine which pages deliver the experience you desire for your clients.

So what are some of the things you should test to help increase a page’s effectiveness?  Reanalyze the ideal paths that you want visitors to follow by entrance.  Create navigation points and conversions that are unique to each page and the context in which a person enters the site through referral links.   Measure how these small shifts in navigation and conversions lower your bounce rate and increase your click-throughs to your site.    Once you focus on the subpages and see what works, you will see that your overall KPI’s for your site will improve.