There is always more opportunity to optimize a website than there is time or resources to implement.
Businesses of all sizes must be able to effectively allocate focus, energy, and resources to areas with the greatest potential impact.
Identifying and optimizing your most valuable pages (MVPs) consistently and quickly is a skill that requires ongoing attention and is all too often overlooked.
There must be a balance struck between the percentage of time spent on testing, experimentation, and the creation of new potential MVPs, and the preservation of your proven winners.
This article will teach you how to speed up the process of discovering and optimizing your MVPs in a structured and methodical manner.
What exactly are the “Most Valuable Pages” (MVPs)?
Simply put, MVPs are the pages or sections of your website that have the most commercial impact.
In some cases, your MVPs may not yet exist; this can be discovered through content gap analysis and ongoing website expansion powered by key data sets.
Traditionally, MVPs for non-eCommerce websites would include pages such as:
- The home page.
- Please contact us.
- Concerning ourselves.
- Pages devoted to core services.
- Pages for location and destination.
- Pages devoted to core competencies (white papers, guides, informational resources required in the conversation journey).
- Pages for demonstrating or promoting products.
Pages such as the home page, contact us, about us, location destinations, and so on are still likely MVPs for eCommerce sites. However, there would be a greater emphasis on the site’s core commercial intent and revenue-driving areas that are critical for income.
These frequently include a mix of category and product-level pages, as well as core topical elements of the site where the brand needs to be most visible to its audience.
This may include problem-solving, audience pain points, and other layers of content – such as comparison and evaluation – that aid in the progression of people through the information-seeking and purchasing funnel.
How to Choose Which MVPs to Focus On
MVPs must be closely aligned with your business objectives and how that translates online – your most popular pages aren’t necessarily MVPs if they don’t drive traffic where it needs to go or assist your company in achieving a measurable business outcome.
If you want to increase brand exposure, your most valuable pages will look very different than if you want to increase revenue.
It’s critical to have a broad enough understanding of the metrics that matter to apply them to decision-making.
If selecting MVPs is a new topic for you and your company, I’d recommend taking a look at the reporting you’re currently focusing on (both online and offline), as well as what metrics are consistently emphasized to track progress in your organization.
Where Can I Find MVPs?
Once you’ve decided on the metrics or key success measurements, it’ll be much easier to decide on the pages that will become MVPs and to evaluate new priority pages or changes to MVPs over time.
Google Search Console is a useful tool for visibility metrics such as online impressions, click-through rates, search volume, clicks, and other areas such as an average page or term rank.
Google Analytics is frequently used to collect post-click data such as traffic, website events, goal completions, purchases, bounce rates, and more.
There are numerous other tools available for more specific tasks related to MVP selection, such as competitor comparison, backlink growth, and other areas such as user experience.
If you need to expand your data collection, Ahrefs and Semrush are good places to start.
Here are some posts that can help you choose the metrics that matter:
Optimizing Your Most Important Pages
Optimization can take many forms and produce a wide range of objective-led outcomes.
As you might expect, the type of optimization activity you pursue is closely related to the intended gains, the overarching purpose of the page or content in question, and other factors such as the marketing channel being used.
It is critical to have a varied and consistent approach to performance that spans the main marketing channels and is reviewed in tandem with clear and SMART objectives.
Traditional and fundamental optimization tactics are required for each channel. I always recommend starting with the basics/fundamentals or seeking advice from a professional agency.
Home Page as an Example of MVP Optimization
Let’s get started with some practical tips for optimizing one of the most common MVPs – the home page.
The home page, as the most common entry point into the website and one of the most trafficked and visible pages, can serve a variety of purposes.
Initially (pre-optimization), you must decide on the role and function to maximize for the page to be benchmarked and progressed against.
Common home page functions include:
- Increase and establish site awareness for brand and catch-all (often newer/smaller) topics. Impressions, average page and key term rank, CTR, and visits are among the metrics.
- Users should be directed to pages with a commercial impact. Bounce rate, pages per visit, time on page, and events are examples of metrics (such as click events from calls to action).
- Usability/user experience Metrics include the previously mentioned Core Web Vitals, exit rate, and related items.
- Create a sense of trust, expertise, and authority. Time on page, pages viewed, event clicks, and key page interaction are all metrics.
- Sell/promote high-return-on-investment (ROI) products and services. Metrics such as traffic, revenue, transactions, clicks to converting pages, and ideal user journey entry/progression are examples of metrics.
The home page typically contains several key elements that necessitate iterative testing, refinement, and improvement.
Always ensure that you have the necessary data in place to support any hypothesis testing or experience-led updates before making any changes.
Elements for the home page that you should devote time and resources to include:
- Advertisements, both organic and paid.
- On page titles.
- Content is pre-scrolling.
- Hierarchy of content
- Freshness and depth of content
- Trust signals, reviews, testimonials, case studies, social proof, and validation are all examples of trust signals.
- Interaction with the page
- (Main/sub) navigation
- Visual material (placement, use, variation, content types).
MVPs as a Continuous and Iterative Process
MVPs, like most (if not all) websites and marketing optimization, should be an ongoing component of your digital marketing strategy.
The percentage of focus will vary depending on active priorities, seasonality, and broader company and industry triggers, but the main takeaway should be to make a deliberate decision to reduce or change attention as part of the approach.
If some level of monthly MVP inclusion in the marketing plan is not possible, you will want to ensure basic (quick/simple) checks on performance against expectations are made so that data changes are not overlooked regardless of active focus on these pages.
It is most effective to optimize your most valuable pages on an ongoing basis (MVPs).
These valuable pages have a significant business and commercial impact and necessitate consistent and dependable methods of assessing, refining and improving performance through optimization.
Your MVPs will be unique, but there are some commonalities among most websites in terms of what constitutes an MVP.
Identifying and optimizing these pages will differ in some ways, but there are some constants to keep in mind. When it comes to metrics and measuring MVP performance, always consider the alignment of MVPs to company objectives and the purpose of the page.
If in doubt, seek independent expertise from well-established and trusted organizations that can assist in putting in place strategies and sanity checking approaches that may already be in place.
Learn more from Content Marketing & SEO.