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Have you ever wondered how much value individual pages on your site actually add to your business?
The page value statistic is a per-page metric that, put simply, measures the value of a page on your site. It can measure one of two things: either the goal value or the e-commerce revenue value, for each page on your site.
This metric is a great way of prioritising the importance of pages on your site. If you are optimising your website content to improve user conversion rates, then we would recommend starting by analysing the pages with the highest value, as these have proven to give your business the biggest return.
This metric, once setup, appears in the pages report under site content in Google Analytics and looks like this (Click the image to open in a new window):
Don’t forget that although this example is e-commerce related, you can always track lead generation from your site, for example contact forms which have been assigned a goal value. (Remember: E-commerce will always have a goal value of 0 setup; this is a default setting).
To find out which the most valuable pages are on your website, log in to Google Analytics, click "Content", then "Site Content", then "All Pages"; you will see the ‘Page Value’ column header. Click on this and it will filter the data for you so you can see the most valuable pages to your business. Have a good play around with the data to see what you can learn about your pages. The conclusions that you draw from the page value metric can be invaluable to your business. The data can tell you which pages are driving revenue or conversions to your business and which pages need to be improved.
When assessing the performance of your content, I'd also advise that you look at:
- Pages that drive a lot of traffic but do not convert so well. Perhaps there is a problem on that page – check out the bounce rate, average time on page and the exit rate to see what is happening to users on this page. This will then give you guidance as to what you should be analysing on the site and give an indication of what might be worth changing to help with conversions.
- Pages that are being used but just aren't converting. To get to the root of the problem, check out the “Goal Flow” section in analytics (located in the goal section).
- Pages with low traffic but high page value may also display a window of opportunity as this will give you direction as to what you should be targeting in the search engines, which may be less competitive but convert well i.e. quick wins!
How To Implement
Further details of how you set this up in your analytics is here: