Mobile Affiliate Site Strategies
What to do after the click
By Keith Posehn
Who is Zorz?
Zorz is a performance marketing company
Specializing in SEM, Facebook & Mobile
Developing new tools for affiliates
The Click & After
Apps vs. HTML5
The context of the user & their situation
What do they want right now?
Profit through delivering this!
Apps vs. HTML5
FIGHT!
Apps vs. HTML5
Each has their favored use
HTML5 is still being explored and is not fully supported
Easy to make apps with tools like RhoMobile
Apps Still Dominate
The issue with HTML5 is mental bandwidth
The less effort required, the more usage you get
Icons are powerful!
Platform Agnosticism
Make for as many platforms as you can
More reach = more users = more $$$
iPhone > Android > BB > WM7 > HTML5
Context, Context, Context
Importance of Context
What is the user doing?
What do you know about their situation?
Mobile = on the move, not sitting around
Deliver with this in mind
Take Advantage of Context
Use context to your advantage
Bored users need excitement or distraction
Active users need things to do
Test to see what resonates!
Examples of Context
Thotly = 4chan + twitter + geolocation
Bored users get a compelling distraction
Quick, made for the device
Instantly ready to go
It’s A Mobile Device, Stupid
Market for the Device
Cramming a web app/site onto a small screen is stupid
Only do what is natural on a mobile device
Don’t force the user
Device Optimization
Screen size & functionality
Keep your interface intuitive and easy
Give them only what they need
Always provide a link to the standard site
Device Optimization
Apps: Quick load, no bugs, easy to understand, use caching!
HTML5: Tap-only, essential javascript only, fast loading, easy to understand
Device Optimization
15 seconds or less
If you can’t make it apparent, don’t bother
Each function must be essential
Unintuitive = death
Making Money!
Users First
Unless absolutely necessary, get users first
The more users = more guinea pigs
Test, test, test!
Making Money
Ads rely on clicks – occupied user
Pay-Per-Call – locally relevant and easy
CPA – growing space with options
Carrier Billing/Subscription - harder
Ads & You
Ads require keeping the user occupied
Best suited for time-wasters
Mis-clicks are the enemy – lower eCPM
eCPM optimizers
Pay-Per-Call & You
Click-to-call = high eCPM
Must keep it relevant!
Track your call time length & quality
Rapidly growing market, great opportunity
CPA & You
CPA is still an infant
Offers are relatively generic and not well thought out – YET
More options every day
Do your own CPA if you can!
In-App Purchases & You
iTunes in-app purchases rock
Easy to sell people, especially if part of the progression in your app
30% off the top by Apple
Worth every ounce of effort to set up
Remember!
Be platform agnostic
Relevant, easy & compelling experience
Make for the device and being on the go
Users first, monetize later!
Essential Tools
RhoMobile – cross platform compiling (rails)
Greystripe for ads
RingRevenue for calls
One device of each platform
