Eric Nagel

How to Quadruple Revenue Using Existing Traffic

Eric Nagel

I have been, or can be if you click on a link and make a purchase, compensated via a cash payment, gift, or something else of value for writing this post. Regardless, I only recommend products or services I use personally and believe will be good for my readers.

Timothy Kerber (CEO of MemberGate Solutions), moderated a panel at Affiliate Summit West 2012 consisting of Mike Allen, (Shopping-Bargains.com), Tim Ash (SiteTuners and author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions) and Jennifer Myers Ward (ebove & beyond) on How to Quadruple Revenue Using Existing Traffic.

Tim, Jennifer & Mike talk about increasing revenue

While the target audience was listed as affiliates / publishers, I personally think merchants who attended got more out of the content, as affiliates can pre-sell then direct the user where to buy, but it’s the merchant who can really increase revenue via cross-sells, upsells and a simple checkout process.

Here are my notes from the session, slightly cleaned up and important parts highlighted

  • Common problems
    • Affiliates give good traffic to back merchant (advertiser)
    • Lengthy content / hard to read content
    • Don’t require a login for guests to buy
    • Don’t keep secrets (show return policy and shipping charges clearly)
    • Keep it simple
    • Navigation is a roadmap, not a puzzle
    • Quick read show content as an outline, not an essay
    • Continue to sell to your customers
    • Leverage cross sells & upsells
      • If selling a suit, recommend a tie. If buying a tie, don’t recommend a suit!
      • See: GoDaddy
      • Be intelligent
      • Put 1 upsell on the thank-you page
    • Have a strong offer give them something they can’t get anywhere else
  • Split testing effects on SEO
    • Google is OK with testing, but permanently put winning version live
    • Don’t cloak, bait & switch
  • Affiliates: 7 Ways to make more money
    • Be the expert
      • Become an authority
      • Embrace tough questions
      • Find solutions
      • Establish trust
    • Leverage your Advantage
      • Build partner relationships
      • Offer something exclusive
        • data / wisdom / analysis
        • coupons
        • access
        • you!
  • Provide Better Content
    • Be unique
    • Give something away
    • provide real answers
    • demonstrate trust
  • Help People Decide
    • Honest comparisons
      • Reviews & ratings
    • If you have side by side options, show the most expensive one first.
      • Quality Imagery
    • Photos, screenshots
    • Provide details
    • Gently lead
      • Don’t force the sale
  • Increase Touch Points
    • Not everyone buys the first time
    • Social media
    • Newsletters
  • Build Lasting Relationships
    • Customer service
    • Say Thank You
    • Help your users succeed
  • Monitor Behavior (analytics)
    • Survey your users
  • Continual Innovation is key
    • Focus on goals
    • Seek advice from others
    • Make adjustments as necessary
    • Wash, rinse, repeat
  • 5 tips to skyrocket conversion
    • Make your call to action clear
      • Declutter
    • Ask for less info
      • Absolutely necessary
      • Current transaction
    • Cut Down on your text
      • People don’t read on the web
        • They scan, look for places to click, look at photos
  • Keep your promises
    • Best Digital Cameras consumers reports example
  • Make your trust visible
    • As seen on media logos
    • Over 200 satisfied clients
    • Download statistics (social proof)
    • AttentionWizard.com
      • Upload screenshot, get predictions