Consider product detail pages of which some rank pretty good on long-tail keywords. However, some testing has shown that visitors often 'leak' to more general pages through the main navigation.
After all that's the first thing they see and might wonder what the site is all about, and in the process drift away from the main task, which of course to us is converting.
From a 'conversion optimization' standpoint I'm thinking of providing a slimmed down version of the main navigation, to prevent users from 'leaking'.
Home | Products (highlighted)| More>
Home | Cat A | Cat B | Products (highlighted)| Cat C| Cat D| ..| More>
EDIT: All original main-nav items are still available under
More>. The main-nav is just far less prominent (but still in the usual place, etc.)
After all, the users have been very specific on google, etc. to directly find one particular product, why let them escape when they're already so deep into the funnel? Good for all.
However, these product-detail pages can be reached from the normal in-site (master-detail) flow as well. In this situation I don't want the slimmed-down version of the main nav, but want to keep the expanded/ original one.
The idea: Based on Referrer:
- Off-site or direct > slimmed down main nav
- on-site > normal main nav
This will be controlled server-side
Would you think this is a good idea? Any obstacles, from UX, SEO, etc. that I'm overlooking? (this won't be counted as cloaked content by google, etc. I'm sure)
EDIT: Forgot to mention: in the 'landing-page' case, I'm thinking of additional to the above to:
- make the website-logo smaller and move it to the right
- remove the utility-nav at the top (login, my prefs, etc.)
- move the slimmed-down version of the main-nav up (in space that has become vacant
ability to decrease header size as a result.