How do you know which pages on your website make money for you?
Most of your website investment is probably in content creation. It makes sense to ask which pages are pulling their weight.
The Page Value of your website content helps you to evaluate how much your pages contribute to your Goal and Transaction conversions.
Of course, you have more than one goal for visitors to your website, especially those who return to your site as they move along in their buyer’s journey. Your goals will include both macro and micro conversions that measure the number of people who complete your goals.
Page Value in Google Analytics tells you how much each page contributes to the Goals (that you have defined) and the Transaction Revenue (if you have eCommerce turned on).
Here’s how to use the Page Value metric
To see how it works, Justin Cutroni recently wrote a good explanation of understanding and using Page Value on the Google Analytics blog.
As Jason explains:
Page value is a measure of influence. It’s a single number that can help you better understand which pages on your site drive conversions and revenue. Pages with a high Page Value are more influential than pages with a low Page Value.
Now let’s look at the Google Analytics report that includes the Page Value metrics. Go to Content >> All Pages.
If you look at the top row in the example above, Page Value tells you “Of the 6,434 sessions (or visits) that included a request for this page and that also included a Goal completion or a transaction, this page contributed $4.04 toward the value of the goals and transactions.”
Four ways to get insights from Page Value
1. High Page Value, High Unique Pageviews – Sort your Page Value column to see the pages with the highest value. Look at pages with lots of Unique Pageviews and high Page Value. These page are your most influential. Is their subject matter something you should be writing more about? Are they better written, better formatted, more visible in the search engines that they are getting more views and contributing to your goals?
2. High Page Value and Low Unique Pageviews – These pages make a big contribution to your Goals and Transactions, but get very few views. Why aren’t more people seeing them? Do they need to be placed more prominently or promoted more heavily?
3. Low Page Value and High Unique Pageviews – Here you have pages that many people are viewing but which rarely contribute to a Goal. Are the topics of these pages addressing the needs of the wrong audience? Or do you need to define additional Goals (micro or macro conversions) where these pages would be more likely to contribute to a conversion?
4. Low Page Value and Low Unique Pageviews – Here’s a suggestion from Michael Whitaker to find those pages that drive absolutely no revenue. Create a filter in the All Pages report that will show you all the pages with a “Page Value = 0.” How many of your pages influenced no Goals or Transactions? Do they create no value for your visitors? Do they need to be optimized? Or deleted?