Landing Page conversion is at an affiliate’s best interest. Listen to what your affiliates are saying about your landing pages to stay ahead of your competition….
It’s a common scenario – client X has a great new offer or product, and is understandably very excited. They feel they need to tell the world about such an exciting product, and believes that as soon as a customer sees the offer, they are going to want it. If only it were true.
Because client X is of course forgetting an important factor in getting prospective customers to convert, and that is landing page quality. Unfortunately, it goes without saying that online customers can be fickle, slippery and quick to move on. If there is any effort involved in working out what the fantastic offer is, and then even more effort to work out how to take up this great offer, most will leave the page quicker than you can say “conversion funnel”.
The challenge is that if Client X is buying a large part of its media on a traffic basis – ie they are paying for banner positions, or for clicks in search, then the channels they are using to buy traffic are not incentivised to help generate a sale. So it’s pretty irrelevant to the ad publisher how well their traffic is converting for Client X. It’s all in Client X’s hands. The publisher will still get paid for the traffic it is sending to the client, and it’s left to the Client to do its job to generate conversions from the traffic.
Performance marketing is of course a different ball game, since the affiliate (or “traffic generator”) will only be paid depending on the actual conversion success of the traffic it is sending (whether that’s a lead, a sale, or any other pre agreed goal). So now, the convertibility of the site is of massive interest and importance to the affiliate. A poor landing page will mean low return for the affiliate. So because of this, good affiliates have a great knowledge of what works and what doesn’t on a campaign landing page, as they will be running multiple campaigns across multiple clients. And they are often first to see the conversion success of traffic. Since the quality of a landing page will have a direct effect on how much revenue they can generate from the traffic they are sending, it’s in their interest to know what works and what doesn’t.
It’s true that in general, online clients are moving more of their marketing budgets towards affiliates, which in turn should make them more tuned to ensuring they can convert traffic to make it work for affiliates and themselves. However there are still plenty of large advertisers where the majority of budget is for buying media simply on a cost per impression basis. And what is amazing is the sluggishness of these advertisers to react to a need to change or optimise a landing page if it simply isn’t working, or could be working a lot better if the advice has come from an affiliate. If it’s obvious that a landing page isn’t working, and a client is unresponsive to optimising the page, affiliates will simply move on to another advertiser that will listen.