DIGITAL – EXCLUSIVE SERIALISATION


email address of the user in the newsletter click through URLs so the website can tie an email to a browser session.


• Use personalised banners and overlays on the site to capture emails addressing in return for offer coupons. You only want to do this for users that you don’t yet have an email for.


We have automated the above emails and email capture with our Bright Owl and ScentTrail systems.


Another general rule for email is send more email as people who unsubscribe are generally those that don’t ever buy anyway. Also, when a buyer has just bought they are in a honeymoon period with brand and will accept a higher volume of emails than someone who has bought more than six months ago.


AFFILIATE MARKETING Having worked with Affiliate Window for many years it amazes me how many people totally mess this channel up. Done badly this can end up clipping the ticket on orders that would have happened anyway. Done correctly and you can have a legion of commission- only salesmen promoting your brand. Here are our quick tips on getting this channel right. • Only pay out commission on new customer orders, or at the very least pay more commission for customer recruitment.


• Don’t pay commission on coupon codes that have not


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specifically been given to affiliates as affiliate codes.


• Watch your stats, make sure that your validation rate and other stats are better than your competitors’ on the platform; you want to be the obvious choice to promote for the big affiliates.


• Work with an experienced affiliate manager (yes, like us) who has relationships with all the top affiliate sites. It takes years to get to know who is who in these companies and to befriend them at networking events. What’s more, we can ring them up and talk to them about 10 brands at once. Tey don’t have time to talk to individual brands unless they are a High Street name. A good affiliate manager will also know how to get you placed on sites like MoneySavingExpert and Hot UK Deals.


• Bug Affiliate Window more; left alone, they will do nothing for the override and fee, and it’s a lot about ‘he who shouts loudest’ that gets attention.


• Make sure your product feed works and is error free.


• Keep your banners updated and regularly send useful information to your top affiliates.


• Cut back on affiliates that send a lot of traffic but no or few sales. For example, competition sites will send a lot of traffic but no sales. Tese will affect your affiliate conversion rate, making your program look poor.


RECAP: TRAFFIC GROWTH To increase the amount of traffic to your online store, you need to be able to pay more for a customer than your competitor can. Tis means making sure all of your KPIs, especially lifetime customer value and add to basket, are improved so your traffic resources are available and you are able to increase your traffic numbers.


KPI: Traffic Growth—Put it to use: •


Increase traffic with SEO. With a great marketing strategy and e-commerce structural SEO, you can achieve natural traffic through Google.


• Make sure the e-commerce structure is correct or it can lead to bad SEO.


• Te way your website operates affects revenue and traffic growth. Slow sites kill traffic.


• Use Google Page Speed or YSlow for page speed times. Google Analytics tends to get confused.


Answer the following: • How well are your other KPIs performing? Can you afford to move your attention to this KPI or do you need to spend more time on the add-to- basket KPI or LTCV KPI first?


•


Is your e-commerce site implemented correctly? If you can’t answer this question, or you can’t say yes for certain, get the help of a professional. A poor structure leads to poor results.


• How often do you test the speed of your website? What speed tests do you use? What is your average load time?


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