Our site has a large Business Directory with millions of pages. For examples' sake, let's say it's a directory of Restaurants.
Each Restaurant has 4 pages on the site, each tied together through a row of tabs across the top of the page:
Tab 1 - Basic super 7 info - name, location, contact info
Tab 2 - Restaurant menu
Tab 3 - Restaurant reviews
Tab 4 - Photos of food
The Tab 1 page generates 95% of our traffic, and 90% of conversions.
The conversion rate on Tab 2 - Tab 4 pages is 6 - 10x greater than Tab 1 conversions.
Total Conversions from search queries on menus, reviews and food are 20% higher than are conversions resulting from searches on restaurant name & info alone.
We're working with a consultant on a redesign, who wants to consolidate the 4 pages into one.
Their advice is to focus on making a better page, featuring all of the content, sacrifice a little organic traffic but make up any losses by improving conversion.
My counterpoint is that we shouldn't scrap the Tab 2-4 pages just because they have lower traffic - we should make the pages BETTER. The content we display is thin, and we have plenty of data we could expose to make the pages more robust. By consolidating it will also be hard to optimize a page for people searching for name/location AND menu AND reviews AND photos. We're asking that one page to do too much, and it's likely we will see diminished search volume for queries on menu, reviews and food. I think the decline will be much more significant than the consultant estimates.
The consultant says there will be little change to organic traffic. since Tab 1 already generates 95% of traffic. Through basic math, they're saying the risk is a 5% decline in organic traffic. Further, they see little chance of queries for menu, reviews, and food declining because most of those queries tend to send people too the home page or Tab 1 page anyway.
Finally, the designer of the new wireframes admitted that potential organic traffic risks were not taken into consideration when they recommended consolidating the pages.
I sincerely appreciate your thoughts and consideration!
Trisha