Bianca challenged web optimization’s obsession with site visitors and launched the “Heavy Hitters” framework for locating and defending the URLs that convert, even when total site visitors drops.
Key takeaways:
- Shift your reporting from site visitors to revenue-generating pages
Create a URL-level report that merges GA4 site visitors and conversions. Flag any web page that constantly drives leads or income, even when site visitors is low.
- Construct a ‘Heavy Hitter Report’ to observe high-value URLs
Determine your top-performing pages primarily based on conversion, not clicks. Observe their visibility month-to-month so you possibly can act quick when site visitors or efficiency shifts.
- Diagnose site visitors drops utilizing a ‘efficiency dip bucket’ system
Categorize underperforming URLs by root trigger: SERP format modifications, cannibalization, algorithm volatility, or intent mismatch. Use this to temporary content material, UX, or tech groups with clear motion objects.
- Discover your ‘brown dwarf stars’ and spend money on their progress
Use filters in Looker Studio or GA4 to establish pages with excessive conversion charges however low session counts. Prioritize these for inner linking, content material refreshes, or paid promotion.
- Cease sending management site visitors graphs
Normalize information by web page kind or conversion price, and current income per URL or per 1,000 classes. This reframes web optimization as a revenue-driving operate, not an arrogance metric sport.
Observe Bianca Anderson on LinkedIn.
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