Well there was a lot of hubbub that came out of he Affiliate Summit and Jason Calacanis’ keynote talk. He called affiliates to the table, especially those with what he termed “thin landing pages.” The warning that he sounded, is that some bad affiliates are polluting the well for everyone.
Granted, deceptive landing pages, cookie stuffing, deceptive redirection, misleading offers, etc., are polluting the well, however thin landing pages really are just poor business execution. Affiliates aren’t paid on clicks, they are paid only when the sale is made, so if affiliates do not send pre-sold or targeted traffic to a merchant, the affiliate isn’t going to be making any money. As more people get into the affiliate business, and start building value added sites, these thin landing page sites will get driven off the map. This is a natural progression, the cream will rise to the top.
Now, how do you as an affiliate ensure that you are part of the cream that rises to the top? It’s not a secret sauce, and it’s not rocket science. One need only add some value to the buying cycle. There are essentially two types of buying traffic, people gathering information and in the early stages of the buying cycle, and those who have pretty much decided and looking to make a purchase. Each visitor has different needs that must be met. You can get an idea on what type of visitor will be arriving at your site, based on where they are coming from and the keywords they are using to reach the web page. Let me provide an example, I run the program for Baghaus handbags. Now if someone arrives at a site using the keywords, “Celebrity Handbag”, I know they are generally early in their buying cycle, and just shopping around for ideas or information. However, if they hit the site using a very specific handbag name, I can deduce that they are looking to purchase that specific handbag.
Visitors in the early part of the buying cycle should be directed to a different type of page that late cycle buyers. How can you add value to the early cycle buyers? Here are some ideas:
- Show many different products listed and compared.
- Informative content / articles concerning the type of product or niche.
- Comparison chart
The important thing to consider is, “what is going to be valuable to your visitor, and convince them to make or return and make the purchase through your site?” Establish your site as an authority site for information about this product or niche for this visitor.
Let me tell you, slapping up a site with a ton of banners mish-mashed all over the place isn’t going to get that done. Put yourself in your visitor’s shoes. If you hit that type of site, how will it help you in making a purchasing decision? What value is it adding for you in the buying cycle?
Next post, we’ll deal with how to build pages for those late cycle buyers who are intending to make a purchase.