It’s nothing new and has been around since the dawn of the Internet but deep linking is ever more critical, and if you don’t let your marketing and affiliates partners deep link then you’ re likely missing the mark, and losing customers, according to a new Nielsen report.
In 2004, about 40 percent of people visited a homepage and then drilled down to where they wanted to go and 60 percent used a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25 percent of people travel via a homepage. The rest search and get straight there.
The report goes on to discuss how web users are becoming less patient and less distracted by sticky functions and want to get right to what they have come to do and then go elsewhere.
On the upside a greater percentage of users now actually complete what they set out to do, so if a merchant has a good site design and easy check out then the ability to drive a good conversion rate is now higher than ever, good news for merchants and affiliates!
Deep linking is very easy for the makority merchants to set up on their sites and for their affiliate programs, and is critical for sites that offer a wide range of products. That said there are still a number of affiliate programs than insist on forcing users to travel via the home page, either due to a poor eCommerce platform or a very misguided belief in what their site visitos should be forced into doing.