First things first: what’s page value? Page value is a statistic that looks at how each page on your website works towards making you money. If you’ve set up the goals of your website in your Google Analytics, then you can judge whether each page of your website is actually helping you to reach those goals or not.
Page Value will help you work out which pages are more important. Do you already know which pages make you the most money? It is because they push people to your products or because they engage the website visitor? If you really want to optimize your website for the best results, you need to start by looking at which pages are already giving you best value. By optimizing these ones to their most effective you will get great returns on your investment.
How Does Page Value Actually Work?
If a user completed an eCommerce transaction on your website, or completed one of your goals (aka, registration or download), then Analytics will measure the value of the pages that caused them to complete this action. Looking through this process helps you to see which pages are actually contributing to sales on your website. If a page isn’t contributing at all to any sales, then the value of that page is… unsurprisingly zero.
So what if it is more than zero? How is the value of a page actually calculated?
Let’s have a look at an example where one user bought an item in one session after visiting a few pages.
If, after visiting page 2, someone makes a purchase worth £115, then page 2 is worth £115. This is how much the page will be worth if it has only been visited once in a session.
How does Google calculated a page being visited by multiple people over multiple sessions and multiple times? Let’s see how Google deals with large numbers of sessions and pages that eventually end up in conversion.
Let’s simplify it to just two different sessions. The user in the first session visits Page 2 once, then goes on to complete a Goal page worth £15 and after that buys £100 worth of product.
In the second session the user visits Page 2 twice and ends up completing a goal page worth £15.
The combined value of all the activity is 2 x Goal Pages visited (£30) and £100 of product bought for a total of £130. This value is divided between the two sessions. Page 2 now has a value of £75.
Do you want to find the Page Value metric?
1. Login to your Analytics account
2. Go to ‘Behavior’
3. Click ‘Site content’
4. Click ‘All pages’
Here is where you will see the Page Value column header. If you click on this, the data will rearrange itself so that you can see which pages are most valuable. If you change the filter options you can see the information different ways. Getting a solid handle on which pages are producing money for your business can really boost your profits and revenues. These are the places to start when you are looking to understand what makes your site work and what doesn’t make it work.
How To Best Use Page Value
- Loads of Traffic But Not Conversions
Don’t forget to look to see which pages aren’t making you any money! Maybe you’re spending a lot of time on one page, thinking that because it gets you a lot of visitors you’re making money for it. But if those visitors aren’t actually buying from you, then forget it – change it around! Look at the bounce rate, the amount of time they spent on the page and whether they are leaving your site after that page.
- Hardly Any Traffic But Loads Of Conversions
Bonza! Go, go, go! What’s working about this page? How can you get more people to land on it? Check out the differences in this page to all your others to understand what you might be able to do to increase their conversion rate. Push this page higher in your ‘site map’ to get more people to go to it. Start advertising it.
There are many ways to use Page Value to increase conversions and make you really are getting the best bang out of every buck you spend!
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