Alright… I promised easy analytics content for you and that is what you deserve. Today we are talking about why you should break up with Linktree or other “link in bio” multi linkers. As a caveat, this post is really for those of you with a website and you manage your web content or at least have access to it. If you’re an influencer/blogger/small business that hustles on social media alone without a website, keep up the good work, Linktree is for you but if not… listen here: multi-linkers are jacking your website sessions. Let’s get into it.
I am assuming if you’re using linktree or a “link in bio” generator to direct people from social to something… it is probably to a website that you own and you’re trying like crazy to grow the monthly users that visit your website. Average monthly users or sessions are metrics that are often asked for in your media kit and are something that if you’re wanting to put adsense on your website, google will also look at to see if it is a worthwhile ad space. I’m about to go on a little rant here but stick with me.
I am a professional digital marketing analyst (as in that is my normal corporate full time job) and I have a MS in marketing analytics. My professional journey in analytics started in 2017 and I have been blogging since 2016. When I started I didn’t know what the heck a landing page was or the importance of understanding how users get to your website. I was studying SEO at the time independently (because I had a job I was pretty underqualified for… what’s new?) and knew the importance of linking into my website. So conveniently, I started using linktree. It was so easy to use, it did the work for me, the only downside I saw at the time was that I couldn’t customize the free version to really “go” with my branding. Oh well, that’s the cost of convenience.
BUT THEN I started my current career in data analysis specifically in the web design and landing page space and I realized “WTF LINKTREE IS JACKING MY VISITORS”. The first thing you really learn when talking about user journeys in the web space is that asking your user to do ANYTHING is asking a lot. The more clicks you make them do, the less likely they are to do it. It is a fact of life, we are a lazy breed of people. It’s fine. Knowing this though I started to analyze the user path to my website.
I am a pretty “micro” blogger. It is what it is lol. All of my traffic, except for my mother, comes from social channels. My user path looks a little like this: a post on instagram has a call to action to click the link in my bio to see my new blog post, user then lands in linktree and they either 1.) fall off because they’re not that invested 2.) fall off because my links aren’t clear 3.) make their way to my website or post (YAY a new session or userrrrr!!).
So I am asking my user to click on multiple things (and leave the comfort of instagram) before I even earn their session because when they click into linktree, they’re not mine yet. And omg what if I screw up linking something in linktree/a link is broken or I forget to actually link it. How the heck are they going to find me. I may never actually get that user to my website.
This is when I finally figured out that linktree and other multi-linkers are really convenient middle men. I don’t need that. I am capable of creating a landing page on my website (that is mobile friendly) that looks like “me” and gives my users all the links they could ever desire AND best of all, gives me the credit for that hard earned session a click earlier. Not to mention, if I forget to link something or if the user just clicks in my bio to do something I haven’t specifically called out or for something they saw on my feed from last year that I no longer keep linked on my landing page they can very easily navigate to my home page.
Let me tell you, making this change upped the sessions on my website by almost 50%. Not only this but now I can utilize my google analytics to learn more about this user, where they came from, where they navigated to, if they found what they wanted or more importantly if they didn’t find what they want. Now I have a whole new world of optimization in front of me.
So now that we are breaking up with multi-linkers let me just spew some landing page best practices at you for some inspiration for your “links” page.
Make it mobile friendly: I know it is fun to design for desktop but think about it, if your website traffic is 90% coming from social, that user is most likely going to be on their phone. Make it easy for them.
Be clear what you want the user to do: make your button CTA’s (call to action) go with what your instagram post was asking them to do so it is really easy for them to follow the breadcrumbs. (Don’t you hate when someone is like “check the link in my bio for the links to this outfit” then you go there and you land on their website somewhere and that post/outfit/direction to where you need to go is nowhere to be found… so then you leave and google it instead. Yeah. Don’t be that person.)
Give it your personality: you are now in full control of design, make it look like you. This is now your website’s first impression. You clearly made a good impression on instagram or wherever the user started their journey with you, continue it here.
Put the most important stuff first: if you have a brand partnership and are sending people to your site for that, put their button/link first, if you’re directing people to your blog post, make it first. This hierarchy is important because the more buttons they have to read the more fatigue the user feels, so give them what they need (we will get more into cognitive fatigue later, it’s super fun. No really. It is.)
Alright, my linktree/multi-linker rant is over. You see how important it is to utilize your own landing page now though, right? Cool.
High five for getting through this one. Can you tell I’m a little passionate about analytics? I am just excited that you’re going to get credit for that hard earned user, you put so much time and effort into an awesome social post, you may as well get the pay off because even if your user drops off on your landing page, they’re still yours and that is a win in my book (and we can optimize from here to get that user to stick around and even make you some money). If you have any social media or digital marketing analytics questions, please send them my way and I would love to come up with solutions for you!