Ecommerce Blog Posts
Thinking back to when I was working at [redacted], I remember my CMO asking me how much revenue our blog posts were driving.
I thought it was a stupid request but I went along and made a segment in Google Analytics to segment out traffic that had landed on the posts.
“These numbers don’t look good. Maybe I can explain why this is a dumb metric to put in a presentation”
Why’s it a dumb metric? Especially using last non-direct click attribution…
Blog posts aren’t supposed to drive direct revenue.
They absolutely do drive revenue but usually not in a way that’s easy to measure at scale.
What Are Blog Posts Actually For?
While a small amount of people will land on your blog post and buy in that session, it’s a very small amount. The point of blog posts is to:
Introduce your brand to customers much higher in the funnel
Educate your customer/future customers to increase conversion, basket and retain them
To provide relevancy to your product and listing pages so that those pages can rank and drive revenue