Dynamic Shopping–Content Conversion Analytics

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This session will discuss dynamic shopping features for affiliate websites: banners vs. dynamic content, duplicate content, SEO & conversion impact, and merchant relationship impact, and reporting.

Kristopher B. Jones, President & CEO, Pepperjam Network (Twitter @pepperjamceo) (Moderator)
Mike Allen, President, Shopping-Bargains.com, LLC (Twitter @mta1)
Anthony Bajoras, President & Co-Founder, m o v e software
Sal Conca, Senior Media Manager, NETexponent
Jessie Jones, CEO & Founder, PopShops.com

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Dynamic Shopping–Content Conversion Analytics

  1. 1. Dynamic Shopping – Content, Conversion, Analytics Mike Allen, President, Shopping-Bargains.com, LLC
  2. 2. Vision – Long-Term, Equity-Building <ul><li>Master your domain – don't just sell billboard space (be creative and original) </li></ul><ul><li>Provide solutions (scratch an itch) </li></ul><ul><li>Build your own brand (if Mom can't brag then go back to the drawing board) </li></ul><ul><li>Nurture relationships (think marriage and not just a quick date) </li></ul>
  3. 3. Implementation - Assemble the Best... <ul><li>Use existing tools & services – why develop your own? (“tastes great, less filling”) </li></ul><ul><li>Deliver something uniquely you (compelling content that hits the spot) </li></ul><ul><li>Continually innovate – try new things (but don't neglect the bread and butter) </li></ul><ul><li>Expect to fail sometimes (“if at first you don't succeed, try, try again”) </li></ul>
  4. 4. Results - Always Measure & Improve <ul><li>Invest in analytics & testing tools (don't overdrive your headlights) </li></ul><ul><li>Use them (no pain, no gain) </li></ul><ul><li>It's a continual process (wash, rinse, repeat) </li></ul><ul><li>Think big (“aim high”) </li></ul><ul><li>Enjoy your work (stop and smell the roses) </li></ul>
  5. 5. Dynamic Shopping – Content, Conversion, Analytics Anthony Bajoras, CEO - AffiliateReporting.com from m o v e software
  6. 6. Why should I listen to this guy? <ul><li>CEO & Co-Founder of AffiliateReporting.com (Multi-Channel, Multi-Network Analytics Solution…I help people analyze their data) </li></ul><ul><li>Founded and sold m o v e marketing (over $25M in commissions, 500 plus feed driven websites…been there, done that) </li></ul>
  7. 7. Why Analyze? <ul><li>Knowledge is power. (You can’t improve what you don’t measure) </li></ul><ul><li>Your competitors are doing it. (Do you have the competitive advantage, or do they?) </li></ul><ul><li>It’s as easy as 1,2,3. (Track, Look, Act) </li></ul>
  8. 8. Track. <ul><li>It’s easier that you think. (Find solutions to analyze faster, cheaper, and deeper) </li></ul><ul><li>‘ Set it and Forget it’. (Quick to implement, little maintenance once set up) </li></ul><ul><li>Measure Everything. (Paid: PPC, Display. Unpaid: SEO, eMail, Social Media </li></ul>
  9. 9. Look. <ul><li>Review Often. (3 minutes-a-day, at least. More often, if you’re big or serious about growing) </li></ul><ul><li>Use the right tools for the job. (Big or small, there’s tools to work smarter, not harder) </li></ul><ul><li>Listen. (The data will direct you…) </li></ul>
  10. 10. Act. <ul><li>“ Knowing is half the battle”. (Doing is the other half) </li></ul><ul><li>Inaction is costly. </li></ul><ul><ul><li>(Pay for ads? Your losing money somewhere, find it and save it!) </li></ul></ul><ul><ul><li>(Not paying for ads, your losing out!) </li></ul></ul><ul><li>Use the right tools for the job. (Again, there’s tools to work smarter, not harder) </li></ul>
  11. 11. Act Two… <ul><li>Rinse & Repeat. (Until desired results are achieved) </li></ul>
  12. 12. Dynamic Shopping – Content, Conversion, Analytics Sal Conca, Senior Media Manager, NETexponent
  13. 13. Publishers Are Like a Box of Chocolates <ul><li>Types of Sites </li></ul><ul><ul><li>Coupon, Loyalty, Blogs / Niches Sites, PPC, Reviews, Comparison Engines </li></ul></ul><ul><li>Skill Sets </li></ul><ul><ul><li>Markets, Writers, Developers, Hobbyists </li></ul></ul><ul><ul><li>Novice to Expert </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Long & Short Term </li></ul></ul><ul><ul><li>Weekend Warriors vs Making a Living </li></ul></ul>
  14. 14. You’ve Heard It Before, Content is King <ul><li>Articles and blog posts </li></ul><ul><li>Product comparisons and reviews </li></ul><ul><li>People are talking: Facebook, Twitter, Podcasts, Blogs </li></ul><ul><li>Duplicate content isn’t the same as content syndication </li></ul>
  15. 15. Affiliate Managers are Teachers <ul><li>Constant communication and education of your products & services </li></ul><ul><li>Provide Options </li></ul><ul><ul><li>Creative Assets, Content, 3 rd Party Tools, Custome Datafeeds, APIs, Video </li></ul></ul>Publishers will ask “What option is right for me?”
  16. 16. Reporting requires analysis <ul><li>Quality of Orders – Key to long term successful relationships between publishers and advertisers </li></ul><ul><li>Publisher Group Analysis –Benchmarks and goals for different types of sites will vary greatly </li></ul><ul><li>Link Analysis –Tweaking messaging and landing pages is not just for banners and text links </li></ul><ul><li>Conversion Rates – Significant changes can be a good measure of success as well as point out issues </li></ul>
  17. 17. Dynamic Shopping Content, Conversion, Analytics Jessie Jones, CEO & Founder, PopShops.com
  18. 18. <ul><li>What are you going to do with your niche? </li></ul><ul><li>This site was optimized for the terms “budget bridesmaid” on mashup data feed content </li></ul><ul><li>Will you be a brand or SEO driven site </li></ul><ul><li>Example search to right is a mashup site #5 on Google </li></ul>Invest in your business and your niche
  19. 19. Aim for the credit card in hand <ul><li>Remember: You are pre-selling </li></ul><ul><li>If you build a pure content site with lots of words, it may be less likely your readers will be ready to buy. </li></ul>Shopping hidden here: Conversion???
  20. 20. Data feeds can be content <ul><li>Keep it simple </li></ul><ul><li>With the right mashup of products across networks and merchants, the product data feeds become quality content </li></ul><ul><li>Keep links to well, well, well under 100 </li></ul><ul><li>Use no-follow for affiliate deep links </li></ul><ul><li>Build a “real site” with contact and privacy policy </li></ul>
  21. 21. Innovation – a big key Innovation - Using a tool or a service needs creativity and a point of view to be successful or you'll get lot in the crowd of broad portal style shopping sites.
  22. 22. One word: analytics, ok 3 words: launch early A/B/C test everything – not just your homepage – DO IT Plan – build – launch – measure – plan - improve LAUNCH EARLY Not rocket science – doesn’t have to be expensive – build it in at the beginning Competition asleep: “ Stealth mode” Get out early – measure & improve (while others are just sleeping).
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