In Strategies for Affiliate Landing Pages Part 1 we discussed the idea of a value added landing page, talked about two types of site visitors, and discussed strategies for designing a landing page for early buying cycle visitors. Now, I’d like to discuss strategies for those buyers who know exactly what they want to purchase.
You can usually identify these buyers by how they are arriving at your site. If they’ve used exact product names, or very specific keywords, then you can generally assume that they have already narrowed down their choice to this specific product. Now it’s all a matter of directing the visitor to where they can make the purchase. Your job as an affiliate is not to convince them to make the purchase, this must be accomplished by the merchant. If you are promoting a specific merchant, then you should already know that the merchant is able to convert visitors to customers.
Visitors who have arrived at your page from typing in a specific product name, or model number, are expecting to see that product clearly on your page. Header, title, bolded, make it very clear to the visitor that they have arrived at the correct place. K.I.S.S., or Keep It Simple Stupid. Don’t clutter up the page with unnecessary distractions, banners, etc. Be concise and clear, keep sentences short, paragraphs short, and even use bullet points. Emphasize promotions or coupons that a merchant has available, and make the value proposition clear.
If you have a comparison on the page of the product from a few different merchants, highlight the value proposition for each merchant. Guarantees, free shipping, return policy, etc. The visitor knows what they want to buy, now they need to be directed on where to buy from. Give them the information to make a quick decision, and pass them to the merchant to close the sale.
And finally, but critically important, make a very clear, very easy to identify, call to action: Click here; Buy here, Buy now.
Don’t be afraid to test and try different things. Try two different pages and alternate them. Does one convert better? USE it. Good affiliate marketing takes effort, so don’t be afraid to put forth the effort and build a couple landing pages and test them.
- Product name/keyword featured on the page.
- Keep it simple.
- Emphasize coupons/discounts/promotions.
- Provide short value propositions if different merchants promoted.
- Clear, visible, distinct call to action
If you have any other tips or advise, or want to share successes, please feel free to leave them in the comments.