Uncover your most valuable page to yield great insights

It's an important question. It's a big question. And if you can't answer it, you're in some serious trouble.

What's your most valuable web page (MVP)?

Don't just say 'my home page' because it may not be true. It could be deeper in your site than that. The answer could even change every month.

First of all, you have to know the goal of your site and your traffic breakdown. Look at absolute revenue and conversions - where are they all coming from? (Hint: Look at e-commerce and goal-completion tabs.) Identifying your MVP will allow you to observe the behavior of your customers, and also to have a great impact on revenue or conversion once you've identified opportunities for optimization.

Don’t let your thesaurus eat your leads

We don’t claim to be a copywriting company. We let each clients data guide the recommendations we make on their digital business and optimization strategy. That said, we fully appreciate the importance of good copy in the persuasion/conversion process, and there is no place worse for brutal copy than B2B.

Tell me what you do or you won’t get my business

I have worked exclusively on the vendor/consultant side in B2B for my entire career. After over a decade of looking at business websites, I have a pretty good idea of how to cut the wheat from the chaff to find out what a given firm does.

I look at the homepage, and if I still don’t know what they do, I click on “About Us”.  If I still don’t know what they do, I click on “Products/Solutions”. At this point I will click on “Clients” and if I see some big names, I will just call the receptionist and ask... ”What do you guys do exactly?”

I have been doing some vendor research today, and I have bumped into at least 10 websites where I don’t really know what they do.

A few quotes for context:

“...leading center of excellence for catalyzing online direct to consumer interactions.”

What?

Use ‘Sentinel’ pages to separate wheat from chaff

I have never had a client call where I didn’t learn something new and interesting. As the digital analyst, we end up in an interesting intersection in a clients staff and vendor ecosystem where we get to see and talk about everything that happens online. We are monitoring the effects of detailed traffic generation initiatives, multivariate and landing page programs, advanced email campaigns...you name it.

One of our customers is an enterprise marketing software firm. Their product is designed to allow major online brands to survey their site visitors and better understand their motivation and needs. It's great stuff. However, there is a ‘powered by’ link in the surveys that leads back to their site. This generates a fairly significant number of consumer traffic to a business to business website. This means: