Reduce Bounce Rates: Fight for the Second Click

I read this article from Jakob Nielsen’s Alertbox a few weeks back but it was brought to my attention again today.  What was most interesting to me about it this time around was that I had just had a conversation with a client about the relative importance of their homepage versus the content pages deeper in the site.  In this case, the homepage is really just a landing page to drive the user further into the site to either donate money, get involved, or buy a ticket to an event.  Many of the visitors to this site won’t even see the homepage as they come through opt-in direct mail they receive.  Of course, the homepage is important but it isn’t the most important nor will it create the strongest impression of all pages within the site.