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FutureNow Article
Friday, Oct. 27, 2006

Bound in Page Views?

By Bryan Eisenberg
October 27th, 2006

Last time, I announced the death of the Web page. Echoing a few responses I received, a reader wrote:

So what is taking the place of the now-defunct Web page? If the windmill Eisenberg is tilting at is page view statistics, that battle was won long ago. I haven’t talked to a single company recently that believes that’s still a relevant metric of Web site success.

Though this reader is correct — few argue that page views are a measure of Web site success — far too many still overemphasize page views as measure of marketing success (thus driving traffic cost inflation). But I digress.

Technically speaking, those HTML docs we call Web pages aren’t dead; millions are still packeted to browsers every day.

HTML-born technology isn’t dead. The Web page metaphor is dead. Here’s why.

Continue reading my column at ClickZ…

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Bryan Eisenberg is the co-author of New York Times and Wall Street Journal bestselling books Call to Action, Waiting For Your Cat to Bark and Always Be Testing. Bryan is available as a professional speaker. You can friend him on Facebook or follow him on Twitter (@TheGrok).

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