Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

Attribution is used to determine which marketing events contribute the most (and most often) to sales conversions. But in almost all cases, customers will see more than just advertising before they convert. Oftentimes, they will be fed content across your website which is just starting to educate, inform, and ‘warm them up’ – gradually bolstering their willingness to convert.

Rather than thinking about which marketing channels lead to the highest lift in conversion rate, what if you asked which content types are leading to the highest lift in conversion rate? Here are some questions that you should ask:

  • Does my website content provide any value in driving conversions?
  • What content should I use for landing pages for my display and paid search campaigns?
  • Should I be using different content as landing pages for potential customers who haven’t visited our site (prospecting) than those who have (remarketing)?
  • Should I use personalization to serve content to repeat visitors on the site, and which content should I use?
  • Is content underperforming in certain regions, or is it just performing well but in different roles?

Content attribution can answer these questions for you. By investigating which content a customer views and interacts with before converting (either through converting through an email sign-up, a newsletter download, or a purchase), you can learn which types of content boosts conversion at certain points along the customer journey.

Once you have this information, then you can use it to accurately inform not only content strategy, but website personalization and marketing strategy. Here are some example use cases:

  • Use content that lifted conversion rates the most when it is at the start of a path as landing pages for prospecting campaigns.
  • Use content that lifted conversion rates the most in the middle or at the end of a path for remarketing campaigns, or for personalization on the site to show them this content after they have viewed other content.
  • Learn which content performs best as introducers, influencers, and closers on the path to conversion to inform content redesign so that the redesign matches the content’s highest performing role
  • Compare content performance across regions to identify where regional strategies could be improved

Content Attribution provides you with the full picture of how your site’s content influences your customer’s behavior.

If you’d like to hear more about how a content attribution analysis can help enable your website to convert, check out our recent webinar featuring Intel, where our guest will explain how a content attribution analysis from Cardinal Path helped Intel to inform content for an unprecedented lift in conversions. Please check back, the on-demand webinar will be available soon! To register for the live webinar  on April 4th at 1pm EST/10 am PST,  click here!


State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..