Christopher Ward, WebWorks
Making your documentation into “revenue documentation” might seem like a long journey through unfamiliar territory, but it doesn’t have to be. Included in this article is a simple, step-by-step process that will help you generate revenue through your documentation and reveal how to prove this revenue generation to your organization.
1. Obtain Google Analytics, or another tracking tool, for your documentation. Google Analytics is free, and takes just a few minutes to download and install. Get started at the Google Analytics Web site.
2. Communicate with your marketing department or just browse your web site, and find out how people access your marketing funnel and ultimately purchase your products or services.
3. Use Google Analytics to find the 10 pages in your documentation with the heaviest traffic and list them out.
4. On each of the 10 most heavily visited documentation pages, list a link or “call to action” that you can include and where this call to action should lead these visitors. This call to action should link to an appropriate page within your organization’s marketing funnel that can upsell current customers, or if prospects browse your documentation (approximately 10 percent visit documentation for research before the purchase according to our End User Insights eBook), then you may be able to link to appropriate products.
5. Put this configuration aside for a week or two, depending on how much traffic your documentation gets, and then take another look at Google Analytics to learn how many people clicked those new calls to action. Proceed to collect the information, and send this information to your marketing department.
Your marketing department should know exactly how much a visit to your web site is worth by working backwards through the marketing funnel. For example, if your product costs $1000 and 20 percent of people who become sales opportunities buy, 10 percent of people who complete a form on your site become sales opportunities, and 25 percent of those who visit a page with a form fill it out, then working backwards, the marketing department can ascertain that a person visiting a form page is worth $5.00. This might not seem like a lot, but over a month or two with hundreds or thousands of clicks, you can run a report for your executive team that shows significant revenue coming from your documentation. Now imagine if you were to implement this process on every page of your documentation. After a couple of initial revenue reports to your CEO, you just might get the resources to make it happen.
This process will of course vary from company to company, but I hope this helps to get you started on the path to creating and proving revenue via your documentation. If you have any questions please post them in our Revenue Documentation Group on LinkedIn.
For more tips, information, and conversations about generating revenue through your documentation, join our “Revenue Documentation” group on LinkedIn.http://www.linkedin.com/groups/Revenue-Documentation-6542488