Before we talk about using page values in Google Analytics, let’s start this blog with a few questions.

  • Do you have a website that generates leads and / or sales?
  • Do you have a website with a lot of pages? 20? 50? 100? 200? 1000s?
  • Would knowing what pages help engage visitors into conversions help you make better marketing decisions?
  • Have you answered yes to all the above?

Brilliant! Thankfully Google Analytics (GA) can provide insights into the page values of pages that are valuable in the path people take to converting on your website.

Google Page Values SEO | Sydney SEO

What are page values?

The page values in GA assign a dollar value to each page on your website. It’s pretty simple – the more a page helps people convert from a visitor to a lead or sale, the more page values will be assigned. Just think if you have content pages that are written for SEO, you will want to know if they are pages people visit on their way to becoming a conversion. We’ll get into more detail around that later.

But before GA shows you the money shots, you’ll have to have set up at least one goal in GA. In the goal set up, you’ll be asked to assign a dollar value to a particular goal. Let’s say that you’ve set up a goal that is attributed to a person successfully submitting a contact form that requests your company to call them back to talk more about how they could buy your products / services. And you know that a lead like this is worth, for the sake of this blog post $20. That is the dollar value that you would assign to the goal set up in GA.

Once you have a dollar value assigned, GA will begin tracking what pages people engage (what we like to call in the industry – user experience) with most before they successfully submit their details via the contact form on your website. To find out more about setting up goal tracking, here’s a great video to watch:

Okay, cool. You’ve managed to keep up so far.

Finding the money shots

Once you’re logged into GA, head to the Reporting tab at the top of the page. Then in the page menu on the left, scroll to Behavior > Site content > All Pages.

On the right side of the menu, you will see a report. As you can see, there is a column to the far right titled “Page Value” and a dollar value assigned to each page. GA calculates the page values like this:

Page Value = (Transaction Revenue + Total Goal Value) / Unique Pageviews for the page

The “Transaction Revenue” is an attribution of e-commerce sales. Don’t freak out if you don’t have an e-commerce site, just ensure that you assign a dollar value to your goals. Another thing to note is that the page value is only assigned after the page has been viewed by a visitor.

So, what do you look for with page value? Here’s a couple of cool tips that will help you determine how your pages help (or don’t help) people convert.

  • A page with high visits but low value – this could highlight that there’s a disconnect between the page and your visitors. They’re viewing it but it’s not helping them through the sales funnel. Review the content on the page and evaluate if you could improve it or decide whether to remove it, or make it less visible, eg: remove it from the menu.
  • A page with high dollar value but low visits – this is a page that you want to get more traffic to! As you can see in the example above, the “contact us” page has only received 2.11% of total pageviews. An assumption would be to get more eyeballs on this page because this is where the money is at! Consider optimising this page or adding it to your advertising mix.

Whilst page value can provide valuable insights into what pages help your visitors through the sales funnel, it isn’t the be all and end all of the performance of your website. This is just one of many measurement metrics you should be using to evaluate the overall success of how your website converts your visitors. And if you’re looking for a detailed breakdown of your content analysis, then check out MOZ.com take on it here.

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