Understanding the most valuable action (MVA) theory will
increase the profit you make from your content website.
The best money-making content websites have multiple
revenue streams. Often they have contextual advertising,
display advertising, affiliate links, paid membership, an
online shop selling books, reports and other items, an
order form for tickets to offline events and much more. The
tendency of a lot of these sites is to squeeze as many
revenue sources as they can onto every page, the theory
being that the more opportunities they give their readers
to click on a money-making link, the more chances they have
of making money from every visitor.
Research has shown that this thinking does not, in
practice, optimize revenue.
The way to make more money is to reduce the choices you
give to your readers and focus their attention on the most
valuable action on each page.
The most valuable action, or MVA, is just as it says. It is
the action that a reader takes on any given page that makes
you the most money. For example, if one of your Web pages
has:
- Google Adsense, which pays you $0.05 per click,
- An affiliate link that pays you $10 per sale and
- A "Buy Now" link to order a copy of the publishers' ebook
for $29.95
... the MVA is clicking on the "Buy Now" link to your ebook.
But the MVA theory is not quite that simple, because you
also have to take into account the most appropriate way to
make money from each page of content. For example, if you
run a website about digital photography and you publish a
positive review about a new camera, then the MVA will
probably be clicking on an affiliate link to a camera
retailer where the visitor can buy the camera. So even if
you offer a photography course for $100, given the content
of the page the MVA is the affiliate link to buy the
camera. Therefore this affiliate link should be promoted on
the page more dominantly than any other money-making link.
Indeed, there is a school of thought that says you should
have only one money-making action available to the reader
on every page and ensure that it is highly relevant to the
content.
Summary
Every time you publish a page, ask yourself what is the
most valuable action that readers are likely to want to
take once they have read this page of content. It may be
clicking on an ad, buying something from an affiliate site,
buying something from your own shop, signing up for
membership or purchasing a ticket to an event. Whatever the
MVA is, make sure you clearly promote this on the page and
minimize the other links that will earn you less or
distract the visitor's attention.
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SubHub provides an all-in-one solution to enable you to
rapidly design, build and run your own content website.
Publish for profit on the web.
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