Banish unnecessary gatekeeper pages

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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