If you’ve got, or are thinking of implementing, an initial gatekeeper page on your site, you may want to reconsider. Janne is going to tell us why.

“Unless you have a really compelling reason, a gatekeeper page on your website should be a big no-no!

If you do happen to have to have a gatekeeper page, ensure there is a clear and concise call to action (CTA) or some content around why there is a gatekeeper page and what the visitor should expect when they make their decision and progress.

You shouldn’t force a visitor to make an initial decision, but utilise other tools to direct them accordingly and then allow them to make their own choices regarding the navigation.

A great example is when we A/B tested this with a client. They had a webstore which had three distinct user profiles – US, UK and International. When we tested a gatekeeper page, forcing the visitor to click one, we saw bounce rates increase by nearly 50%. Those that did not see the gatekeeper page during the test continued to a main landing page and bounce rates remained low. During the course of the test we implemented an IP-based locator which would automatically select the most relevant profile, but the visitor always has the option to amend it manually on all the pages should they wish.

A website which has recently implemented a gatekeeper page is the Finnish post office, Posti – making visitors now select if they are either a personal or business customer. A cookie based solution could have been implemented here to monitor return visitors, but unfortunately every visitor has to select this option every time they visit the site. I know of people who now even refuse to use the site and now solely rely on the mobile app to get the information they require. Let’s hope a smarter solution is discovered and implemented.”

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