Measuring the Value of Web Content: Revenue-to-Content Attribution Analysis
Do you know what content on your website is most valuable? Answer this and you’ll be on your way to significantly increasing the return on investment of your website.
There are many ways to quantify the value of your content. One of our favorite methods is what we call “revenue-to-content attribution analysis.” Basically, this method attributes a value to every piece of content viewed during a visit that results in a sale.
It works like this:
Let’s say Patron A views 15 pages of content during her session and ends up purchasing tickets worth $100 and making a $50 contribution. Each of the pages she viewed will be attributed a percentage of the sale, or $10.
Now, Patron B views another 15 pages, but not the same pages as Patron A and doesn’t purchase anything. The pages he viewed will not be attributed any value.
Finally, Patron C views 10 pages, half of which Patron A also viewed, and the other half Patron B viewed. He purchases a set of tickets for $100. Each of the pages he visited will be attributed $10 in value.
You end up with 5 pages with a $20 value, 15 pages with a $10 value and 10 pages with no value.
This method is particularly useful for determining the value of different types of content, like free audio clips, video interviews, flash content (when your analytics tool can track flash), and other special content you publish.
Revenue-to-Content Value Attribution is just one of the many methods web marketers and analysts should consider using to measure the effectiveness of web content and the business value of their sites.