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How to maximize your sites' conversion

Discussion in 'Making Money' started by Victoria from DNP, May 24, 2011.

  1. Victoria from DNP

    Victoria from DNP Junior Member

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    Occupation:
    Affiliate & Partnerships Manager
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    Germany
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    It's been more than 6 years since I discovered affiliate marketing... became an affiliate soon and after some time I started to work as affiliate manager.

    My area of expertise is Site Optimization (Visual&Subliminal Marketing and Online Consumer Behavior) together with Marketing Strategies Development.

    I've seen at different forums, including BHW, many threads asking about conversion... you have the traffic , you have the PR, you have it all... but still, you are not converting.

    I've been working for several years helping affiliates to convert, so far a 1 out of 15 conversion ratio for Duty Free products is not bad. That is why I would like to share with you some of the things I've been working on.

    Conversion has nothing to do with backlinks, with SEO or whatsoever. Of course that you need to have your site SE optimized but once you are done with it, here are the things you will have to pay attention to:

    1) Product: Be sure you are promoting good quality products with a fair price or regular quality with a low price. Customers are not stupid (most of the time ;)) they tend to purchase online because of the lower costs so they don't always expect for the best quality.

    2) Needs: the customer is searching for certain item because
    a) He/she needs it
    b) He/She thinks He/She needs it.

    In any case, you have to prove not only that they actually need the product but also that they need YOUR product. You have two ways to do so:


    • Generate/Reinforce that need: Tell them all the things they will be able to do with that product. Time saving is always a great trigger and can be used almost everywhere. Being the first among friends to have it. Tax Free, etc
    • Offer an opportunity: As said before, customers are not dumb, if they see a good opportunity, they will go for it and they will go with the best offer so be sure you are giving them a great offer (even if it's not) offer discounts, special deals, 1+1.
      Never, Never try to catch a customer with a "Next time purchase discount", (this will definitely help with retention but we are talking about conversion now) if you want to add it to the current discount... it's ok though.
      Do not use the word "cheap" (cheap means low quality) use instead the word "discounted".
      Shipping is a strong point as well, use it!

    3) Trust: Many customers are reluctant to purchase online because of all this online frauds (Remember that most internet users don't even know how to delete their cookies) so at the smallest sign of scam, they will just leave your site.
    Try to avoid re-directions, from this site to that site, to the secure page and blah blah... too long, too suspicious. I know it's not easy to do, specially for affiliates promoting other sites but you can actually tailor your landing page to make it look similar to the final site, you can even ask your affiliate manager for templates or dedicated banners.

    4) Design: Be sure your site/page is user friendly. Be sure the specific products are no more than 3 clicks away from your homepage. Combine the "Search" feature with an A-Z indexing and categories. Combine the colors of your design properly (you can use colorschemedesigner as a guide... but use mainly your common sense )...

    Those are the basics for any site that wants to be really considered by customers... I still have a long, long list but I think it's enough reading for today , promise to add some other tips soon.

    Hope you enjoyed and was useful.

    Any ideas and/or opinions are welcomed! :)
     
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  2. Kz3ro

    Kz3ro Junior Member

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    Interested read, thanks for sharing. I'll see if I can implement some of your ideas onto my site(s).
     
    • Thanks Thanks x 1
  3. Victoria from DNP

    Victoria from DNP Junior Member

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    Occupation:
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    Thanks and good luck. Hope you can update us about your improvements! :)
     
  4. Victoria from DNP

    Victoria from DNP Junior Member

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    Occupation:
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    FYI: this post was indexed by Google only today :D almost 3 months after posting it... lol
     
  5. Rubix101

    Rubix101 Regular Member

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    Thanks for the great post. I recently saw a speech on TED talks (Simon Sinek: How great leaders inspire action) and he talked about "Belief" as being the key to sales. If you can share your belief with the customer and have them buy into that belief (Apple believes that products should enhance our lives by being highly intuitive) then you will succeed. State what you believe in your sales page, be passionate about your product, convince people to buy into that belief, and your conversions will increase as a result.
     
  6. Victoria from DNP

    Victoria from DNP Junior Member

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    Affiliate & Partnerships Manager
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    Hi and thanks for sharing your thoughts. Apple is a great example actually.

    Let's be honest... their products are not being sold because of their high quality or for being user friendly. They are being sold because of this amazing marketing campaign claiming that people are better and more successful only for having an Apple product, then they dropped the prices, making them accessible for most people, then people buy, then people are better and successful :D

    As said above, Apple is an amazing example of what "beliefs" can do!