Any website always has a greater chance of optimization than the time or resources available to implement.
Organizations of all sizes need to be able to effectively prioritize focus, energy, and spending on areas of greatest potential impact.
Identifying and optimizing your Most Valuable Pages (MVPs) consistently and quickly is a skill that requires constant attention and is too often overlooked.
A balance needs to be struck between the percentage of time spent testing, experimenting, and creating new potential MVPs, and maintaining your proven winners.
In this article you will learn tips to accelerate this process of finding and optimizing your MVPs in a structured and methodical manner.
What are Most Valuable Pages (MVPs)?
Put simply, MVPs are the pages or sections of your website that have the greatest business impact.
In some cases, your MVPs may not yet exist. This is something that you can discover with a content gap analysis and website continual expansion based on key data sets.
For non-ecommerce websites, MVPs traditionally include pages like:
- Home page.
- Contact us.
- About us.
- Core service pages.
- Location landing pages.
- Core competency pages (whitepapers, guides, information resources needed for the conversation journey).
- Demo or offer pages.
For ecommerce sites, pages like Home, Contact Us, About Us, Location Goals, and so on are likely still MVPs. However, additional weight would be placed on the core commercial intentions and revenue-generating areas of the website that are essential for income.
These often include a mix of category and product level pages, and likely key thematic elements of the site where the brand needs to be most visible to their audience.
This can include troubleshooting, audience pain points, and other layers of content – including comparison and rating – that help guide people through the information search and purchase funnel.
This is how you decide which MVPs to focus on
MVPs need to be closely aligned with your business goals and how they are being executed on the web – your most popular sites are not necessarily MVPs if they don’t drive traffic where you want it to go or help your company achieve measurable business results.
If you’re looking for brand exposure, your most valuable pages will be very different from revenue-driven goals.
It is important to have a broad enough approach to the important metrics to then feed into the decision-making process.
If MVP selection is a new topic for you and your business, I would suggest looking at the reports you are currently focusing on (online and offline) and which measurements are regularly valued to show the progress in your Check organization.
How to find MVPs
Once you have clarity about the metrics or key success metrics, it’s much easier to decide which pages will become MVPs and evaluate new priority pages or changes to MVPs over time.
The Google Search Console is a useful tool for visibility metrics such as online impressions, click rates, search volume, clicks and other areas such as the average page or term rank.
For post-click data like traffic, website events, goal completions, purchases, bounce rates, and more, Google Analytics is often the number one point of contact.
There are many other tools available for more specific MVP selection tasks such as: B. Competitive comparison, backlink growth, and other areas like user experience.
Ahrefs and Semrush are great places to start when you need to expand your data collection.
Here are some useful posts to help you choose the metrics that matter:
Optimizing Your Most Valuable Pages
Optimization comes in many forms and with countless goal-oriented results.
As you would expect, the type of optimization activities you are pursuing will be closely aligned with the profits you are seeking, the overall purpose of the page or content in question, and other factors such as the marketing channel used.
It’s important to have a varied and consistent way of looking at performance across key marketing channels and reviewing those along with clear and SMART goals.
Traditional and basic optimization tactics associated with each channel are required. I always suggest starting with the basics or getting expertise from a professional agency.
Example MVP optimization – home page
Let’s get in with some practical advice on optimizing one of the most popular MVPs – the homepage.
As a frequently recorded entry point to the website and one of the busiest and most visible pages, the start page can fulfill many functions.
To begin with (before optimizing), you need to decide on the role and function that you need to maximize in order for the page to be compared and compared.
Common homepage functions, for example:
- Grow and build awareness of the site for brand and collective topics (and often newer / smaller) topics. Metrics include: Impressions, Average Page and Keyword Rank, CTR, Visits.
- Bring users to pages with commercial impact. The metrics include bounce rate, pages per visit, length of stay on the page, events (e.g. click events from calls-to-action).
- User experience / ease of use. Metrics include Core Web Vitals, Exit Rate, and the related elements mentioned above.
- Build trust, competence, and authority. Metrics include time on the page, pages viewed, event clicks, important page interactions.
- Sell / promote products and services with high ROI. The metrics include traffic, sales, transactions, clicks on conversion pages and ideal entry / progress of the user journey.
Typically, the home page contains a number of key elements that require iterative testing, refinement, and improvement.
As always, before making any changes, make sure you have the necessary data to support hypothesis testing or experience-based updates.
Elements that you would like to devote time and resources to on the homepage can include:
- Organic and Paid Advertising.
- On page headings.
- Scroll forward content.
- Content hierarchy.
- Content freshness and depth.
- Confidence Signals, Reviews, Testimonials, Case Studies, Social Proof and Validation.
- Side interaction.
- Navigation (main / sub).
- Visual content (placement, use, variation, content types).
MVPs as an ongoing and iterative approach
Like most (if not all) website and marketing optimizations, MVPs should be a permanent part of your digital marketing strategy.
The percentage of focus will be different between active priorities, seasonality, and more general corporate and industry triggers, but the most important lesson should be making a conscious decision to reduce or change attention as part of the approach.
If it is not possible to have some monthly MVP inclusion in the marketing plan, make sure to do basic (quick / easy) performance versus expectation reviews so that data changes are not overlooked, whether or not Focus on these pages. .
It is most effective to continuously optimize your Most Valuable Pages (MVPs).
These valuable pages have a significant business and commercial impact and require consistent and reliable methods of evaluating, refining, and improving performance through optimization.
Your MVPs will be different, but there are commonalities across most websites that make up an MVP.
Identifying and optimizing these pages differs in some ways, but consistent factors must be considered. Always pay attention to the alignment of MVPs with the business goals and purpose of the page when it comes to metrics and measuring MVP performance.
When in doubt, seek independent expertise from established and trusted agencies who can help you implement health review strategies and approaches in place.
Selected image: ABCDesign / Shutterstock