How to track website page value: Complete Guide

The primary goal of any business is to get as much revenue as possible. To understand how you can maximize the revenue of your online business, you need to track the page value of pages in your website. Website page value helps you understand the best performing pages and 

Tracking website page value is an important task to understand page performance. This helps to optimize it for better results. In this guide, you will understand 

1. Understanding “Website page value”
2. Benefits of tracking website page value
3. Different metrics to track website page value
4. Tips to optimize page value
5. Tools to track website page value

Let’s begin.

What is “Website Page Value”?

Before you even start to track website page value or run experiments to optimize it, you need to understand what it means. Well, a quick Google search gives this definition - Page value is one of many metrics that you can use to evaluate the value of a particular page on a website. It is calculated by dividing the total revenue generated by a website by the number of unique pageviews that the website receives. 

Page value = (Total revenue generated over a specific period) ⁄ (Number of unique page views in the same period)

Take this example of a user journey and a completed transaction in a certain period. 

Page A → Page B → Page C → Goal page (page D) → Invoice page (page E)

1. On page D, which is a goal page, let’s assume a value of $5. 
2. Invoice page E is where the user makes a transaction of $150
3. The number of unique page views is 1

If you want to understand the page value of “Page B”, then the equation would look like

Page Value = Revenue ($150) + Goal Value ($5)]/Unique page views (1) = 155

So page value for Page B is $155 as the unique page views is 155. If the number of unique page views increases, then the website page value decreases.

Essentially, if a user lands on a particular page and completes an online transaction or a goal defined by you, then the page value relative to the other pages is high. If you’ve pages  that are not involved in any online transactions, then the value of the page is $0. 

Website page value is an extremely useful metric for digital marketers, Shopify store owners or any online business owners with a website, because it helps them understand which pages on their website are the best performing and hence the most valuable in terms of generating revenue.

Why should you track website page value?

Tracking website page value can be a useful tool to understand the performance of your website and identify opportunities to improve and optimize the pages and ultimately your website. It’s always beneficial to track website page value for the following reasons

Understanding the top performing pages by revenue: 

Your primary goal is to increase the revenue of your business. By tracking page value, you can see which pages on your website are contributing the most to your revenue. This can help you identify areas of your website that are particularly successful, and allow you to focus on optimizing and promoting these pages. With the help of tools like revenue heatmaps in SquidVision, you can keep track of the top performing pages effortlessly.

Identifying underperforming pages: 

Page value can also help you identify pages on your website that are underperforming compared to other pages. By identifying these pages, you can take steps to improve their performance and potentially increase their value.

Identifying user journey drop-offs:

Making a list of pages with a page value of $0 can help you understand the choke points in your website. This will help in optimizing user journeys in your website

Allocating resources effectively:

With page value, you can now make better informed decisions about allocating resources such as time, money, and effort. For example, if a particular page has a high page value, you might decide to invest more resources in promoting that page or optimizing its content.

Improving the user experience: 

You can also get a sense of which pages are most valuable to your users. By focusing on improving the user experience on these pages, you can potentially increase their value even further.

How to track website page value?

There are several key metrics that you need to track to measure the value of a page. By understanding these metrics, you can make informed decisions about improving your website's overall effectiveness.

Here are some metrics to track, that will help you measure the website page value:

1. Unique page views:

One of the most obvious ways to measure the value of a page is by the amount of traffic it receives. If a page is getting a lot of views, it's likely that it's providing value to your visitors. You can use tools like Google Analytics to track views each page is getting relative to other pages on your site.

2. Time spent on page: 

Another important metric to consider is how engaged visitors are with a page. This can be measured through things like the average time spent on the page, the number of page views per visit, and the percentage of visitors who click on links or fill out forms. By tracking these metrics, you can get a sense of how well a page is resonating with your audience. Depending on the type of content in a given page, the ideal time spent on  a page varies. In general, the longer a user spends time on a page, the better.

3. Conversion rates:

If a page is designed to drive a specific action, such as making a purchase or signing up for a newsletter, you'll want to track the conversion rate. This is the percentage of visitors who take the desired action, and it can give you an idea of how effective the page is at achieving its goals. A good benchmark for e-commerce conversion rates is between 3% - 5%.

4. Bounce rate:

Bounce rate of a page is defined as the percentage of users who leave your domain/website after spending some time on that page. A high bounce rate indicates that the page isn't providing value to visitors or that it's not meeting their expectations. Alternatively, a low bounce rate shows the effectiveness of a website. A bounce rate of 35% and lower is considered as good. 

5. Search engine ranking: 

The ranking of a page in search engine results is another key factor in its value. Higher ranking pages tend to get more traffic and can be more valuable to your business. You can use tools like Google Search Console to track your page's ranking and see how it compares to other pages on your site.

6. Revenue: 

You can skip all of the above metrics and find tools that automatically give you the revenue of a page, and hence get the page value directly. “Revenue heatmaps” help you understand the revenue and click performance of every link, every CTA button on a given page

By tracking these metrics and analyzing the data, you can get a sense of the value that each page on your website is providing. This can help you identify areas for improvement and make informed decisions about how to optimize your site for better performance.

Tips to optimize website page value

Now that you know what are the metrics to track, the next step is to optimize the underperforming pages of your website. Optimizing page value for the highest conversion rates can be a difficult process. The first step is to understand what works in your most valuable pages and duplicating the same in your underperforming pages.

Here’s a few factors that you can analyze to understand what’s working for your best performing pages:

1. Analyze the user experience: 

Once you have identified your most valuable pages, the next step is to analyze the user experience on those pages. Are the pages easy to navigate and use? Are the pages loading quickly? Is the content on the pages relevant and useful to users? By analyzing the user experience on your most valuable pages, you can identify areas for improvement.

2. Optimize the content: 

The content on your most valuable pages should be relevant, useful, and engaging to your target audience. Consider revising and updating the content to ensure that it is meeting the needs of your users.

3. Improve the design and layout: 

The design and layout of your website can also impact page value. Consider revising the design and layout of your most valuable pages to make them more visually appealing and user-friendly.

4. Promote the pages: 

Once you have optimized your most valuable pages, the next step is to promote them to drive more traffic and increase their value. This might involve promoting the pages on social media, running paid advertising campaigns, or optimizing the pages for search engines.

By following these tips, you can optimize the page value of your website and improve the overall performance of your site.

Tools to help you track website page value

And here’s what you’ve been waiting for - The best tools to help you track website page value. But before you start using a tool, there are quite a number of factors to consider when choosing the best tool, some of which are:

1. Your budget: 

Some tools are more expensive than others. It is important to consider your budget and not break the bank, when choosing a tool.

2. The features and capabilities you need: 

Different tools offer different features and capabilities, so it's important to consider which features are most important to you and your business. For example, if you need to track detailed user behavior data, you might choose a tool that offers heatmap or session replay features.

A couple of features that you need in your arsenal include:

1. Heat Maps:

These allow you to see where users click most often as well as their scrolling behavior around your page. This data will give you insights into areas that need improvement such as navigation elements or high attention grabbing content blocks, etc.

2. Revenue Charts:

Getting detailed insights into performance metrics related directly towards income generation include impressions, CTR(click through rate), CPC(cost per click), RPM(revenue per thousand impressions); hence it becomes easier to understand trends over time while also being able identify weak points within campaigns needing more focus & resources investment.

3. CTA Button trackers:

Analyzing customer journey becomes extremely simple by having access to data regarding call–to–action buttons throughout your websites. These give visibility not just into traffic, but actual leads generated due its usage, helping you understand whether the design and placement of your buttons are working or not.

4. The complexity of the tool: 

Some tools may be more complex to use than others, so it's important to consider the level of technical expertise and time you have available to set up and use the tool.

5. Integration with other tools: 

If you are already using other tools for tracking or analysis, it may be helpful to choose a tool that integrates seamlessly with those tools.

6. The level of support offered:

Consider the level of support offered by the tool, including documentation, tutorials, and customer support.

Here are 3 tools inclusive of all these factors and will help you track website page value:

1. SquidVision:

At SquidVision, we are a revenue heatmaps tool for your business. Many customers of ours imply that SquidVision is an X-ray vision for your website that helps businesses like yours understand the page value and revenue each page on our website generates, allowing you to make informed decisions about how to optimize and improve your online presence.

Some of our top features include:

1. Revenue Heatmaps

SquidVision’s Revenue heatmaps allows you to visualize and analyze the revenue generated by different pages on your business’s website. It does this by displaying the data in the form of a map, with different colors representing different levels of revenue.

2. CTA Button tracker and analyzer

Monitor the performance of CTA buttons and see which ones nudge users to action and conversion.

3. Content Marketing Auditor

Track how much revenue your content marketing strategy is driving for you.

4. Integrations

Currently, SquidVision has one-click integrations with Shopify and Stripe to help you track website page value immediately with many more in the pipeline

Known for: Extensive and detailed Revenue heatmaps

Pricing:
‍SquidVision has a 7-day free trial. Past that, users can choose from 3 plans that support both monthly and annual subscription. The added bonus with an annual subscription is that you get 2 months free

All 3 plans of SquidVision give businesses unlimited revenue heatmaps and the ability to track unlimited website visitors every month. The pricing plans of SquidVision are as follows:

1. Porthole: $49 per month
   The Porthole plan is suited for businesses that have a current MRR of $20K.
   
   
2. Clear Water: $99 per month
   The Clear Water plan is suited for businesses that have a current MRR in the range of $20K - $100K.
   
   
3. Visionary: $199 per month
   The Visionary plan is suited for businesses that have a current MRR in the range of $100K - $500K. 

If your business makes more revenue and needs a custom quotation, you can get in touch with the customer support of SquidVision to get a custom plan, tailor made for your requirements.

2. Google Analytics

Source

Google Analytics is a free web analytics service that allows you to track a variety of metrics, including page value. You can set up goals in Google Analytics and assign a value to each goal, which can then be used to calculate the page value for each page on your website.

Pricing Plans: Free and Analytics 360, which can cost up to $150,000 per year

Known for: Helping businesses track website performance and keep a track of 

3. Hotjar

Source

Heatmap tools like Hotjar allow you to track user behavior on your website, including clicks and scrolls. You can use this data to understand which pages are most valuable to users and potentially improve their performance.

Pricing Plans: 4 plans from $0 to $99 per month, with custom plans available as well

Known for: Website heatmaps with user action recordings

Why should you choose Squidvision?

SquidVision has built an innovative method of helping businesses measure revenue performance of their pages directly. Businesses can be smarter and skip all the hassles of measuring individual metrics and then calculating revenue with revenue heatmaps, CTA analyzers and content audit features. Native integrations with Stripe and Shopify make it extremely simple to set up and use.

SquidVision is particularly useful for small businesses, as it provides valuable insights without breaking the bank. Get started with SquidVision today.