Which Page?
// gate one
Northbound Supply sells trail running and hiking gear. They just finished a store snapshot — 1,000 real human visitors, not a date range, so it's comparable to the next one.
Here is every page those visitors landed on. You get one page to work on this month. Pick it.
| Page | Type | Sessions | Scroll | CTR | Exit | Zombie | ATC | CVR | Revenue |
|---|---|---|---|---|---|---|---|---|---|
| Homepage | Home | 1,876 | 51% | 41.6% | 31% | 16% | — | 3.8% | $3,981 |
| Trail Runner 2 | Product | 1,204 | 38% | 19.4% | 47% | 28% | 4.2% | 1.1% | $2,412 |
| New Arrivals | Collection | 986 | 49% | 21.8% | 44% | 18% | — | — | — |
| Summit Jacket | Product | 742 | 64% | 33.5% | 30% | 13% | 12.1% | 3.4% | $5,120 |
| Shipping & Returns | Page | 461 | 73% | 10.2% | 61% | 11% | — | — | — |
| Base Layer Crew | Product | 318 | 55% | 24.1% | 42% | 19% | 7.8% | 1.6% | $890 |
| How to Fit Trail Shoes | Blog | 274 | 41% | 8.4% | 66% | 23% | — | — | — |
| Alpine Down Parka | Product | 42 | 29% | 11.0% | 58% | 41% | 2.4% | — | $180 |
how a pro reads this
Two numbers, multiplied. Everything else is detail.
| traffic | The ceiling on what a win is worth. A page with 42 sessions cannot pay for the week you'd spend on it, however broken it is. |
| friction | The room there is to win. A page already converting at 3.4% with 64% scroll depth has told you it works. |
Neither alone is an answer. High traffic and low friction is a page doing its job — leave it. High friction and low traffic is a page nobody is harmed by. You want the overlap: enough people to matter, enough breakage to fix.
Zombie percentage is the quiet one. Sessions that arrived and did nothing — no scroll, no click, nothing. A page with 28% zombies has a quarter of its traffic lying about how it's doing, in both directions.
// your pick
Which page do you work on this month?
Commit before you turn the page. The next slide shows what Snapshot picked, and it is more interesting if you've already written yours down.