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Entry Page
Short description
An entry page is the first page a visitor accesses in a session, regardless of source. It is the technical analytics term, while landing page is the marketing term. Entry-page analysis shows where journeys truly begin across channels.
Why it matters
Knowing your top entry pages helps you merchandise the real front doors of the site. If many entries begin on PDPs, treat them like landings with stronger context and navigation. If blog articles drive entries, add product modules and email capture to convert interest. Entry trends by channel also reveal crawling issues or broken links when patterns change suddenly. Optimizing these pages improves the entire funnel because they set the journey.
How it works
Analytics records the first URL of each session as the entry page. Report distributions by channel, campaign, and device to see behavioral differences. Evaluate bounce, next-page rate, exit, and conversion for each entry page to find weak links. Content teams can adjust templates and internal links to guide shoppers toward products faster. Mobile entry analysis is critical due to limited above-the-fold space.
Example in ecommerce
An outdoor retailer sees thousands of entries on a tent buying guide from organic search. They add comparison tables, featured products, and sticky CTAs. The article keeps its rank while sending more visitors to PLPs and PDPs. Add-to-cart and revenue rise without additional ad spend.
Common mix-ups
Many assume the homepage is the main entry, which is less true over time. Others treat entry pages and landing pages as different data sets, though they can be the same URL. Treating them separately can cause duplicate work or missed opportunities.
Best practices
- Identify top entry pages and upgrade their merchandising.
- Add internal links that match the incoming intent.
- Ensure critical content appears near the top on mobile.
- Monitor sudden entry drops as a technical alert.
- Build templates that work for both content and commerce.
Industry benchmarks
- High-authority sites have many non-homepage entry points.
- Retailers with strong organic content see content entries convert well after merchandising.
- Use your top quartile entry pages as models for upgrades.
Related terms
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