Ahh, Landing Pages.
The most visible aspect of the affiliate marketing industry, affiliate landing pages have seen trillions of clicks over the years. Some amazing, some bad, and some down right terrible (here’s looking at you, acai berry slingers).
The landing page is easily one of the most important aspects of your entire affiliate campaign. It’s your only real shot at getting the consumer to digest a significant amount of copy, and done properly, will see people through all the way to your thank you page.
In the affiliate space, it’s important to have landing pages for a number of purposes:
- General network traffic. This may be the page you link your banners to on the network, or landers you load up for long tail, general affiliates to link to.
- Super Affiliate landers. You may want to (and i’d highly recommend it) develop landers specifically for your super affiliates. Each should have unique content and solid, proven metrics.
- campaign-specific landers planning on a sale, or a new marketing campaign? have landers set up and tested well in advance for new promotions, and get your affiliate base cut over quick.
On top of that, you should explore different formats for each - short form, long form (sales letter) and rich media pages (with video, or some sort of compelling multimedia)
Not every type of traffic needs to go to a landing page however - if you’re sending out long form emails, you may have already sold the customer by the time they hit your page, for example. Here’s a bit of a chart showing what traffic sources you’ll want to direct where:
Now, how do you build all these pages? there’s a wicked tool called Unbounce that I really, really love and will help you get on the right track. It’s got all kinds of great multivariate split testing features built in to let you design and then hone your pages.
If there’s one thing I need to stress through all this, it’s USE UNIQUE COPY FOR EACH LANDER SERIES. You never know who you may end up giving stuff out to and the last thing you want floating around is duplicate content. People may end up directing search traffic and you don’t want anyone penalized.
That said, here are some best practices for your landing page development:
- use a unique, obvious color for all call to action buttons. Page in green? use orange. Page in orange? use green (those are my two fave button colors, FYI) - always design landers so that an 80 year old lady could figure them out.
- speak to your audience. what are your primary customer demographics? ensure you’re using language that appeals to them.
- Don’t keyword stuff to the point of damaging your copy. Yes, keyword density is important depending on your uses, but don’t sacrifice your brand messaging!
- If you’re going to give out landers, have metrics behind them. Get an acceptable conversion/bounce rate, THEN give the landers to affiliates. Don’t make them waste money optimizing your landers.
That’s all for now. Next? optimized shopping carts and high converting offers.