Posted by: Simon Slade, Guest Blogger
As an affiliate promoting products through your own website, the CTR (Click-through Rate) from your promotional page to the vendor’s Pitch Page can be a key indicator of how well your promotions will convert into sales and commissions.
So what does it take to convert a visitor? What can change them from being a passing “tire-kicker” to an interested visitor – a visitor who takes the next step and clicks your affiliate link?
I want to share 6 high impact techniques for improving your promotional page’s CTR. These techniques are used and recommended by us at Affilorama, and have been reported as having a significant, positive effect on the CTR of our students’ sites.
Technique #1 – Know the fold
When something is referred to as being ‘above the fold,’ it means that it can be seen when the webpage first loads, so the visitor does not need to scroll to view it.
It is safe to assume that most screens are set to at least 1024×768 resolution (screen size) and it’s good practice to design your websites for that screen size. Set your screen resolution to 1024×768 and view through a common browser (Firefox, IE, Safari) with the default toolbars enabled to give you a rough idea where the fold is on your website.
Having high quality content above the fold that grabs people’s attention and holds it gives this content maximum opportunity to be seen and acted on. Never assume your visitor will scroll; in fact, most of the time if a visitor does not see what they thought they would find on the first visible screen load of the page they visit, they will leave straight away!
Technique #2 – Eye-catching header
A distinct and eye-catching header that is related to the theme of the product you are promoting will immediately catch the interest of the visitor and make them want to find out more.
It doesn’t have to be complicated; in fact, a simple, clean banner can have more impact than one that is ‘too artistic.’ Keep the file size down as well – you don’t want to keep visitors waiting while it downloads.
Technique #3 – Clickable advertising image
In a website context, the power of having images is that a visitor’s eyes are naturally drawn to them. Take advantage of this by not only having an attractive product image, but making it a call to action.
A call to action needs to be very specific. Don’t be vague or leave it to chance. Spell out what you want the visitor to do. If there’s room, include the benefits of completing the action. Many merchants actually have artwork you can use, so check the affiliates section of the merchant’s website first to save time.
Add your affiliate link to the image, making it clickable. Take this a step further by making it clear on the image that you want people to click it. So, for example, if the image doesn’t already say “Click here to get the best cure for panic attacks” then edit the image to add te text.
Technique #4 – A large text affiliate link
In addition to the clickable image, be sure to have a clear text link above the fold as well. It should be a bold, ‘hard-to-miss’ link that leaves the visitor in no doubt what they should do, making it a strong call to action.
For example, instead of an underlined “Panic attack cure” link, have “Click here to get the most popular guide to curing panic attacks.”
Technique #5 – An affiliate link at the end of your article
500 to 600 words is generally an ideal length for a single page of content: not too long for the human reader, but long enough to make sure it’s viewed as substantial content worthy of ranking by the search engines.
Ensure your article is well researched and written. If there are many spelling mistakes and/or grammatical errors you will fail to earn the trust of your visitor, which damages your authority on the topic you are writing about and substantially lowers your CTR.
At the end of your article, you should include a final push for the product you’re endorsing. A short, personal review works best, ideally with another clickable promotional image to the right. Having an affiliate link at the end is good for a number of reasons, but particularly because visitors are often looking for somewhere to go once they’ve finished reading the page they’re on.
Technique #6 – Focus on one product
Promoting several different products on the same page can sometimes leave a visitor confused, and a confused customer is likely to end their ‘shopping trip’ abruptly and exit your site. To avoid this, focus the page on only one product and leave your visitors in no doubt as to how the product is the fix they’ve been looking for.
Use the ClickBank Marketplace to find a single product that is performing well, with a high gravity, payout, and a convincing sales page, to make sure that the extra clicks you get translate into actual sales and increase the size of your commission check!
Don’t forget to constantly monitor and test whenever making tweaks to your promotional pages. Keep notes on what you did and how your CTR was affected for future reference.
Do you have any additional techniques to share that have worked well for you? Have any of the above techniques helped improve your CTR? Let us know by leaving a comment below.
About the author
Simon Slade is the CEO of Affilorama, an affiliate marketing training portal that offers free video training, education and software tools to both beginning and advanced affiliate marketers.
Please note: Any opinions expressed here represent those of the author, and are not necessarily recommended or endorsed by ClickBank.