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Users were visiting in high volumes – by the millions – but they were not transacting. In order to maximize the value of the traffic and the organic rankings that we held, we had to create conversion points that aligned with user intent. Instead of trying to push users where they weren’t yet ready to go (the checkout page), we created rich downloadable content that appeared on the site’s 5,000+ articles.
Upon downloading, users were enrolled into email marketing funnels where they were sent articles, information about upcoming webinars and workshops, and the occasional promotional code in order to nudge them across the finish line.
The C-suite had expectations of last-click conversions from organic search and article rankings. And while there were many paying customers generated from other keywords that the site ranked for, this was a friction point. After several discussions around user intent and rethinking attribution to be more holistic versus the traditional linear model, buy-in was won and the test began.
This resulted in 10,000 downloads, with these new leads converting into paying subscribers at a rate of 5.5% in the first three months of the project, resulting in more than 550 new customers.
In some cases, using one channel — in this case, SEO, and all of the search equity our career advice articles owned — to help drive users into a lower funnel, higher transaction-oriented channel like Email, is the best holistic approach to a team’s tactical execution.
Attribution is comforting. But in today’s high-touch, multi-device, cookieless world, marketers who take a more nuanced approach and understand all channels and their contributions will have a leg up.