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Affiliate managers 'should focus on click to sale conversion rate'
23/02/2011
Many affiliates overlook the advantages that improving onsite conversion rates can offer, it has been claimed.
The click to sale conversion rate is often overlooked by affiliate managers, it has been claimed.
Writing for Econsultancy, Matt Swan explained that focusing on improving conversion rates can be a cost-effective way to increase revenue.
He noted that even a small rise in onsite conversion rates can result in a significant increase in the commission received by affiliates and this can be measured by assessing earnings per click (EPC).
However, Mr Swan stressed that the EPC figure needs to be taken in context, otherwise it has "limited value".
There are a number of ways in which advertisers can work with affiliates to improve conversion rates, he added.
Among them are sharing knowledge and tools with affiliates to help them focus and assess their efforts and designing and implementing affiliate-specific landing pages.
Mr Swan concluded: "If merchants are able to convert a high proportion of their affiliate traffic, it is a win-win situation."
Earlier this month, the Affiliatebenchmarks report published by the affiliate research division of NETexponent found that free shipping offers are the most effective at boosting sales.
Posted by Jane O'Leary
Writing for Econsultancy, Matt Swan explained that focusing on improving conversion rates can be a cost-effective way to increase revenue.
He noted that even a small rise in onsite conversion rates can result in a significant increase in the commission received by affiliates and this can be measured by assessing earnings per click (EPC).
However, Mr Swan stressed that the EPC figure needs to be taken in context, otherwise it has "limited value".
There are a number of ways in which advertisers can work with affiliates to improve conversion rates, he added.
Among them are sharing knowledge and tools with affiliates to help them focus and assess their efforts and designing and implementing affiliate-specific landing pages.
Mr Swan concluded: "If merchants are able to convert a high proportion of their affiliate traffic, it is a win-win situation."
Earlier this month, the Affiliatebenchmarks report published by the affiliate research division of NETexponent found that free shipping offers are the most effective at boosting sales.
Posted by Jane O'Leary