Uncover your most valuable page to yield great insights
May 26, 2010 -
What’s your most valuable web page (MVP)?
Don’t just say ‘my home page’ because it may not be true. It could be deeper in your site than that. The answer could even change every month.
First of all, you have to know the goal of your site and your traffic breakdown. Look at absolute revenue and conversions – where are they all coming from? (Hint: Look at e-commerce and goal-completion tabs.) Identifying your MVP will allow you to observe the behavior of your customers, and also to have a great impact on revenue or conversion once you’ve identified opportunities for optimization.
For instance, a client of ours spends a lot of time and effort on email marketing. These repeat customers don’t need to see the home page, they just click on the product-image in their emails and go directly to the thing they want to buy. Each month, this client essentially picks their most valuable web page (in this case, a product page) using email marketing.
Despite all their CPC, social media, and SEO efforts, it’s their email campaigns that produce the most revenue – though it may not have the most traffic of all their mediums. Though it would be ideal to have a more diversified revenue stream, discovering their MVP has told this client a lot about how their online business works.
Have a bigger impact with optimization
For websites with lead-generation as the goal, this MVP could be a great SEO page with a midly effective call to action. Though it may not have the best conversion rate of all pages on your site, it could lead to the most conversions. If your MVP is under-performing (I guess all sports analogies would end here) in terms of conversion rate, incorporating best practices from other pages will have a huge, measurable impact on your business (some A/B testing might be recommended beforehand).
For all the talk of conversion rates, traffic-generation, and minor percentage gains, it’s good to occasionally look at your website using an absolute lens, and find out where the money is coming from. After all, we’re not looking for percentage points – we’re looking for dollar signs.