Online Marketing Help: methods

In the world of affiliate marketing there are still many areas that require improvements. Affiliate networks offer a wide variety of tools for publishers and also give advice on how to optimise sale commissions. However, that is not enough if you really want to be competitive. In this article you will find some technical advantages that I think every publisher should have in order to generate more leads and sales. Of course, not every company has a team of developers available, but many tools exist online to improve your performance.

Conversion tracking

First up is conversion tracking for landing pages, deals, products and/or advertisers. Observe your traffic sources and ads and see how they perform. You can do this by using existing tools or services like Voluum. Personally, I both use this tools in addition to a self-developed tool.

Also, make sure that you know from which page of your website a conversion or (e-mail) subscription originates, so that you can optimise it when necessary.

Dead links detection

Broken links won’t make you any money. Manually looking and finding dead links takes a lot of work and effort. Also, a system to let users report broken links is not optimal, as broken links on your most remote pages won’t easily be discovered. Best is to can create your own tool that automatically finds broken affiliate links and replace them. There are also some WordPress plugins and other dead link checkers to help you cope with this problem.

Self optimising website based on performance

Self optimising websites or landing pages can explain themselves in many ways. Some websites automatically push their most popular deals or products forward to their homepage, where other websites categorise on search metrics. This saves a lot of time on sorting things out and it also improves financial performance. Work that you would normally do manually, after having to analyse the traffic and clicks on your site, can not only be done automatically but also continuously.

A/B testing based on conversions

A/B testing allows you to split traffic on your website, so that visitors experience different web page content or designs on version A and version B of a page, while you monitor visitor actions to identify the version that yields the highest conversion rate.

Most (performance) marketers are optimising by the amount of clicks. But it’s better to make the technical connection to be able to optimise on the amount of conversions. That’s because a high number of visitors clicks could just come from confused visitors. So try to close this blackbox.

Technical SEO done right

Although many of you have the skills and knowledge to do SEO, doing SEO right is actually quite hard. Of course, it’s important to have a fast website and have sitemaps available in html and xml, so a search spider can crawl and index your website.

When you are not a developer, there are many tips on how to improve technical SEO. Think about keeping your site free from cloaking, using redirects, and URL structure properly and preventing duplicate content.

Automatic quality checks on content

Another thing that can save you lots of time when done automatically, is checking and updating your content. Personally, I like to use a tool that checks sites for duplicate content. Make sure you are connected and make use of as much automatically generated data as possible. Doing things manually on a regular base is your big enemy for productivity, it should only be allowed when you want to do something special.

Automatic SEO checks on pages

A great tool to automatically check your SEO is Yoast. Actually Yoast is a game changer to boost your SEO. It’s a plugin for WordPress that can easily improve your SEO, even when you have moderate knowledge of it. The tool checks if your website is SEO-proof and will give you tips on how to improve your site SEO.

Methods and Tools Every Publisher Should be Using

August 3, 2015, 4:31 PM

By Tracy Maple Managing Editor, Digital Content

The State of Retailing Online 2015 report finds search and email leading the pack with e-retailers.

Search and email marketing continue to dominate marketing budgets for online retailers, making up almost half of the spending, the latest State of Retailing Online report finds. Why? Because they’re effective and cost-efficient.

Search engine marketing accounts for 33% of digital marketing budgets among retailers surveyed for the report, released in July. Search engine optimization receives 16% of the average and email gets 14% of the marketing dollars, the report finds. Merchants report the average cost per order is $6 and $15 for email and search, respectively. Surveyed retailers, on average, dedicate approximately 6% of their online revenue to web marking, with the median marketing spend at $950,000, the report states.

For the State of Retailing Online 2015 report, Forrester Research used data from the State of Retailing Online survey, conducted in May and June, in conjunction with Shop.org and Bizrate Insights, a division of Connexity. It was authored by Forrester analyst Sucharita Mulpuru with Carrie Johnson, Laura Naparstek and Laura Glazer. Respondents numbered 224, with 61% having $25 million or less in online sales per year, 20% more than $100 million in annual online revenue and 19% with $25 million-$100 million in online sales.

In addition to paid search ads, SEO and email, online retailers find ongoing success with affiliate marketing, according to the report. Affiliate networks sometimes are viewed as the Rodney Dangerfield of online marketing, seeming to get no respect. But they are doing yeoman’s work and “continue to remain strong in the web marketing arsenal,” according to the report. Affiliates are website operators that publish links to advertisers’ e-commerce sites and earn a commission on any sales generated from the traffic they send.

Among other findings:

Retailers were asked to rank their most effective customer acquisition methods, and this is how the channels fared:

58%, search engine marketing (mobile and desktop).

55%, SEO and natural search optimization.

52%, email to a house list.

38%, affiliate marketing.

31%, online marketplaces, such as Amazon, eBay or Rakuten.

27%, remarketing and retargeting through online ads.

25%, Facebook.

Online retailers continue to be challenged by how to measure consumers who switch devices during the shopping journey. Only 22% of those surveyed say they have resolved device attribution in marketing efforts, according to the report.

When deciding where to give credit for an online sale, 38% of retailers of 203 retailers attribute it to the “last touch” marketing channel, so if a shopper clicks through an email and completes a transaction, that marketing channel receives credit for the sale. Only 3% of retailers give credit evenly across all touches and 19% of retailers say they don’t know how sales are attributed, the report finds.

Site merchandising, which involves efforts to improve product presentation on an e-commerce page, is gaining more attention. 63% of retailer surveyed said they are increasing online merchandising budgets this year, and 49% are adding staff dedicated to web merchandising. The most common improvements mentioned are site redesigns and improved product detail pages, where consumers spend the bulk of their time on merchants’ site, the report states.

While it’s important to keep an eye toward the future, the report urges online retailers to disregard distractions and buzz, such as that surrounding Buy buttons that “promise to finally unleash the commerce of social networks and mobile wallets, which purport to snap the anemic conversion rates of mobile devices.”

A retailer’s website should be a priority because it drives organic traffic and organic traffic builds a web business, the report advises. Experimentation and new technology can be good, but not at the expense of the basics: “Search and email are still the lion’s share of online marketing. Merchants should ensure that those programs are as strong as they can be,” the authors write.

Retailers stick with standard methods when spending online marketing dollars