Tracking the URL of form downloads within your attribution solution seems like a particularly nerdy thing to get excited about. I’ll admit that when I first heard about it, the implications didn’t immediately jump right out at me. But when I learned what types of reports I was now capable of making and the amount of insights that I could draw from tracking form URLs, I got excited.
In this post, I will walk through three reports that I’m a huge fan of and that I think you will like, too. The insights that they have provided have greatly informed our content marketing strategy and have driven change.
1. Landing Page to Form URL (a.k.a. Customer Conversion Path)
Are actual customer conversion paths matching your intended customer conversion path?
When someone reads a blog post, are they converting on the content that you want them to convert on? Let’s use the data for one of our most popular posts, Lead Generation Is Dead And Pipeline Marketing Killed It. The post discusses the advantages of optimizing your marketing for the entire pipeline (including revenue!) rather than just leads at the top of the funnel. At the end of the blog post, we have a CTA that promotes the ebook, Definitive Guide to Pipeline Marketing. We would expect that people who just learned about the benefits of switching from a lead generation strategy to a pipeline marketing strategy would then be interested in learning more about pipeline marketing.
Looking at the data from a Landing Page to Form URL report, we found that 53% of people who became a lead after reading the blog post did so by downloading the Definitive Guide to Pipeline Marketing ebook. A further 21.5% became leads by downloading the State of Pipeline Marketing Report. These percentage makes sense. The majority took the route that we intended, and many others searched our website to find other content around Pipeline Marketing.
So what were some of the other conversion paths?
The report showed that only 2% converted on ebook landing pages unrelated to pipeline marketing. This seems like a reasonable percentage for an abnormal customer conversion path.
If, however, 50% of people converted on ebooks like our AdWords guide, we would have to reconsider the customer conversion path for this piece of content. What was it about the blog post that made people interested in something seemingly unrelated? Should we switch the CTA to promote the AdWords guide instead? Should we write a blog post about how AdWords and Pipeline Marketing intersect? These are all things we would need to consider.
The remaining leads converted on the blog sidebar form (which was also for the Definitive Guide to Pipeline Marketing), the demo page, and the free trial page.
What does this tell us? If we see a high percentage of readers converting on the demo page or the free trial page, we know that we’ve made awesome bottom-of-the-funnel conversion content. If we’re seeing high conversion on the sidebar, we know that it’s a good use of precious website real estate. If nobody is converting there, we would perhaps consider removing it for a cleaner reading experience. As it is currently, it’s converting at an expected rate for most blog posts.
2. Win Rate by Form URL
The next report takes a look at conversions a bit deeper in the funnel. Analyzing win rate -- using the URL where prospects filled out a form as the independent variable -- allows you to understand if your gated content is helping close deals.
You can compare pieces of content: When opportunities have read ebook A, do they become customers at a higher rate compared to when they have read ebook B? And you can also compare channels: When opportunities attend webinars, do they become customers at a higher rate compared to those who read ebooks?
The answers to these questions should inform how you allocate resources for future projects. If your webinars produce win rates at double the rate of ebooks, maybe you should look into doing more webinars.
When we did this analysis to better understand our marketing efforts, we found that a few of the reports that we published (e.g. The AdWords Benchmark Report) had surprisingly high win rates. Relative to some of our ebooks, they had fewer downloads and generated fewer leads. But when we look at the win rate for these reports, when opportunities do read them, they’re tremendously impactful. After seeing this data, we’re coming up with more ways to scale this type of content and do more in the future.
A Win Rate by Form URL report allows you to do granular analysis and make detailed, influential types of insights.
3. Revenue by Form URL
Finally, the most important measure of marketing success is revenue. Win rate is an important measure of success, but ultimately, revenue is the higher priority. I think most organizations would agree that they would rather have 10 customers totaling $100,000 in revenue than 20 customers totaling $20,000 in revenue.
With a Revenue by Form URL report, marketers can understand which of their ebooks, webinars, and other form-driving content are generating revenue. And when you use a multi-touch attribution model for this report, you can see the true incremental revenue contribution of your marketing efforts.
More than just the big picture view of what’s driving revenue, this report can also help refine tactics at a more granular level, like identifying the best audience for particular content. In the earlier example, if you saw in your report that ebook A contributed to 10 customers worth $100,000 in revenue, when other ebooks are driving $1,000 in revenue per customer, this would be evidence that ebook A is really resonating with larger accounts. Using this information, your paid media manager could adjust the ad targeting of the ebook to promote it to more high valued accounts.
Reports based on Form URL are incredibly powerful analyses that all B2B marketers, especially content marketers, can benefit from.