Conversions | Unskippable - Marketing Keynote Speaker - Jim Kukral

Category Archives for "Conversions"

Semantic Marketing: More Conversions, More Sales

What is semantic marketing? Wow, this sounds soooooooooooo boring doesn’t it? Actually, it’s not. Semantic marketing is pretty simple actually. The best way to describe it is, it’s the ability to monitor and analyze website visitors and their behavior as they come to your site. Then, once they get there, and you know where they came from, and what they’re looking at, you can them give them the most appropriate information, which will give you higher conversions.

One promise of the Semantic Web is increasing the relevance of websites without visitor effort – visitors will get more of what they want and less of what they don’t when they arrive at a website. Ultimately, the entire Web is going to get more relevant for each of us. Today, Semanticatorâ„¢ enables your website to deliver more meaningful interactions with the majority of visitors. When you increase the relevance of your website, more visitors will stay longer and go deeper into your content. This results in more visitors becoming prospects, and ultimately, more customers.

It’s not that complex actually. Listen to this podcast with John-Scott Dixon, President of Semanticator. Who could use this? Anyone trying to get more leads or sales online.

Here are the show notes:

Are there privacy concerns?
Can I use semantic marketing as a affiliate merchant?
How does your code work?
How do you drive traffic? Social marketing.
How we use Twitter to market. 1. Tweetscan. 2. Tweetlater (auto replies to followers). Follow people in my target market, they follow back.
We’ve closed lots of business on twitter.
Courtship marketing.
http://spreadsheets.google.com/viewform?key=pA2dJnmtxJniCCJSVy0EhcQ

[display_podcast]

Online Videos Increase Traffic & Bring Eyeballs To Your Online Business

asktheblogger_youtube.jpgI knew my constant harping on online video would start to pay off :). BlogBusinessWire.com ran a piece today called 10 Ways To Increase Blog Traffic With YouTube Videos, and they included one of my AsktheBlogger.com (please subscribe to my channel on YouTube) videos in example #4. I’m flattered, thanks guys!

Read the entire post for the full analysis. Here are the top bullets.

1. Embed a YouTube video in a blog post.
2. Share a YouTube video link in an email.
3. Create your own video and share it at YouTube.
4. Use your YouTube account to showcase your blog.
5. Use your blog to showcase your YouTube account.
6. Become an active YouTube user.
7. Tag your YouTube videos carefully.
8. Post YouTube video links to your Twitter account.
9. Sponsor a YouTube video or user.
10. Broadcast yourself.

Another VERY interesting piece in the article talks about the success of using online video in a marketing experiment.

Marketing Experiments Journal recently conducted an experiment to test the theory that viral video clips can drive targeted traffic to your website:

“We created a total of 28 videos ranging in length from 15 seconds to 8 minutes. Each video had a 3-5 second promotion at the end of it, specifying a URL which indicated that there was a website that may be interesting or relevant to the viewer. Videos were placed on YouTube and Google Video, and where possible, a link was provided on the same page as the video, which drove traffic back to the main website. All of the video clips we shot were deliberately “amateurish” in their approach and production.”

They conclude:

“Although the video clips had no promotional message or content, 1.49% of viewers went on to become newsletter subscribers. In Just 60 Days, our videos were viewed over 324,000 times at no cost to us. KEY POINT: With no additional work or money spent, we are projected to generate 382,444 views for October, which is more than we generated in the previous 2 months combined.”

You’re still not ready to start doing videos yet eh? I will win you over eventually.

How Do You Know When To Stop Promoting An Affiliate Program?

affiliate-image.jpgThere are several factors to consider when evaluating an affiliate program to promote. First off, it’s got to fit into your site or blog’s niche topic, otherwise, you’ll never be able to pre-sell it well enough. For example, if I have a blog about fishing, my blog is not going to be able to convert CPA ads promoting search engine marketing. This is just common sense, right?

There are a million other things to consider as well that I won’t get into today. Instead, I wanted to talk about one thing that has been on my mind lately that has affected my online businesses greatly. Particularly, this thing that I’ve learned can help you avoid making the same mistake.

The big mistake I’ve made when promoting affiliate programs is that I pick products that are oversaturated in the marketplace. It’s a pretty easy mistake to make. When you find good products, with good affiliate programs, it’s very easy to jump right in promoting the product.

But it is a real problem. Sometimes the product and the program you find are too good. And when that happens, you have a market saturation, leaving your ability to convert to sale much smaller than normal. There’s simply too many other people out there promoting the same product, that’s all.

A perfect example of this is Aaron Wall’s SEOBook.com (not an affiliate link). Great product. Great guy. Great program.

But you know what? It hasn’t converted well for me. I think it’s too saturated in the market. (Or, maybe I just didn’t sell it right, could be.) I’m going to guess that it converted at amazingly high levels back when it first launched, but has faded as time has gone on. That’s a guess, one that is usually correct based upon my experience.

What I would suggest for Aaron at this point is to develop a new book, or new product that he can offer to affiliates to start the cycle over again, which could bring new life into the program, and in turn give his affiliates a better opportunity to convert and earn. I hope you do Aaron, let me know if so!

How do you know if an affiliate program is oversaturated?

Well, testing is the biggest way to find out. Set a time limit for your test, say 1-month, and measure the conversion rate against your other ones. If it isn’t converting high enough, make the decision to dump it right away and try something else. Stick to that decision.

My mistake is that I used to stick with a program for too long, in hopes that it would suddenly start selling. That’s a recipe for failure in the affiliate business.

The Wrong Question: Will Adsense Die When Google CPA Takes Over?

I’m actually surprised that this came so late. I fully expected this discussion to start in the blogosphere and on forums the day Google announced their entrance into the CPA market. But, it’s here now, and people are talking about it.

Will Adsense Die When Google CPA Takes Over?

I don’t know. Again, I’m a marketing and branding guy. I’m not good at answering questions about billion-dollar business models and whether or not they have legs. Guys like this can answer that question.

deathofadsense.jpg

What I am good at is looking at these types of issues from the 40,000 foot view, and from the eyes of small business owners and entrepreneurs. What that being said, I think that we’re asking the wrong question.

It shouldn’t be, “Is Google CPA going to kill Adsense”? The question should be, “As a publisher, does Google CPA make more sense for me than Adsense?”

The answer to that question is yes, and no, depending on who you are and what you’re doing.

If you’re a black-hat seo’r who creates thousands of crap, Google-clogging, niche topic pages and who loads them with Adsense ads, then no, you’re going to lose a lot of money if you have no clicks to collect from. Why? Because if Adsense is dead, then you’re stuck with CPA, and crappy, single, spam pages will not convert a CPA ad, they just won’t.

On the other hand, if you’re everybody else, then yes, CPA will make sense for you, and I argue it will and can make you more money long-term. Why? Because CPA only works when you presell, and/or you have good content and trust built with your readers.

So, by the very nature of creating high-quality, consistent good content, you’re going to be able to create trust, which will allow you to presell, which will in turn let you be an effective affiliate marketer.

Oh yeah, I forget, that’s a lot of work, yuck. It is, but it’s worth it. Again, you want the quick buck, or you want the long-term brand, AND the bucks? Make your choice.

Is Your Shopping Cart & Ecommerce Site The Best It Can Be?

MarketingSherpa’s 2007 Ecommerce Study was published today and distributed via email with a pdf download. There are, of course, some pretty interesting results included in the report. I’ve detailed a few of my favorites that will hopefully help you out.

Click here to buy the full report.

If you’re in the business of affiliate marketing, as either an affiliate or merchant, this benchmark guide should be of particular interest to you.

marketingsherpa.png

Shopping Cart Abandonment Rates Dropped 7.7% From 2006 To 2007

That’s a drop from an abandonment rate of 59.8% to 52.1%. According to the report, the tremendous shift came about because of marketers taking over cart design from the tech team. Why you would let your tech team design your shopping cart, I have no idea.

Tip: Mix Your Promotional Offers In Your Transactional & Receipt Emails

The report tells that “consumers are far more likely to open transactional emails from you, like shipping and receipts”. So why not start adding your promotional items and cross-sells into those emails? Just be carefule and don’t push too hard.

Consumers Prefer Sites With Reviews

powerreviews.jpg

58% of consumers “strongly” prefer sites that have customer reviews. Think about it, don’t you like to read more about the product you want to buy? Don’t you want to hear what others have to say as long as you feel they are reputable? So what’s stopping your ecom site from adding reviews?

I demo’d a neat review product last fall at a trade show called ProductReviews. It might be worth a look.

What Do Consumers Do When They First Visit Your Ecommerce Site?

According to the report, 27% go straight for the search box and type a product name in, while 23% go directly to click on a product category link on the home page. What does that tell you? Get those search boxes up high and label your categories well.