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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, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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