Dynamic Shopping – Content, Conversion, Analytics

Mike Allen, President, Shopping-Bargains.com, LLC

Vision – Long-Term, Equity-Building

Master your domain – don't just sell billboard space (be creative and original)

Provide solutions (scratch an itch)Build your own brand (if Mom can't brag

then go back to the drawing board)Nurture relationships (think marriage and

not just a quick date)

Implementation - Assemble the Best...

Use existing tools & services – why develop your own? (“tastes great, less filling”)

Deliver something uniquely you (compelling content that hits the spot)

Continually innovate – try new things (but don't neglect the bread and butter)

Expect to fail sometimes (“if at first you don't succeed, try, try again”)

Results - Always Measure & Improve

Invest in analytics & testing tools (don't overdrive your headlights)

Use them (no pain, no gain)It's a continual process (wash, rinse,

repeat)Think big (“aim high”)Enjoy your work (stop and smell the roses)

Dynamic Shopping – Content, Conversion, Analytics

Anthony Bajoras, CEO - AffiliateReporting.com from m o v e software

Why should I listen to this guy?

CEO & Co-Founder of AffiliateReporting.com (Multi-Channel, Multi-Network Analytics Solution…I help people analyze their data)

Founded and sold m o v e marketing (over $25M in commissions, 500 plus feed driven websites…been there, done that)

Why Analyze?

Knowledge is power. (You can’t improve what you don’t measure)

Your competitors are doing it. (Do you have the competitive advantage, or do they?)

It’s as easy as 1,2,3. (Track, Look, Act)

Track.

It’s easier that you think. (Find solutions to analyze faster, cheaper, and deeper)

‘Set it and Forget it’. (Quick to implement, little maintenance once set up)

Measure Everything. (Paid: PPC, Display. Unpaid: SEO, eMail, Social Media

Look.

Review Often. (3 minutes-a-day, at least. More often, if you’re big or serious about growing)

Use the right tools for the job. (Big or small, there’s tools to work smarter, not harder)

Listen. (The data will direct you…)

Act.

“Knowing is half the battle”. (Doing is the other half)

Inaction is costly. (Pay for ads? Your losing money

somewhere, find it and save it!) (Not paying for ads, your losing out!)

Use the right tools for the job. (Again, there’s tools to work smarter, not harder)

Act Two…

Rinse & Repeat. (Until desired results are achieved)

Dynamic Shopping – Content, Conversion, Analytics

Sal Conca, Senior Media Manager, NETexponent

Publishers Are Like a Box of ChocolatesTypes of Sites

Coupon, Loyalty, Blogs / Niches Sites, PPC, Reviews, Comparison Engines

Skill Sets

Markets, Writers, Developers, Hobbyists

Novice to Expert

Goals

Long & Short Term

Weekend Warriors vs Making a Living

You’ve Heard It Before, Content is King

Articles and blog posts

Product comparisons and reviews

People are talking: Facebook, Twitter, Podcasts, Blogs

Duplicate content isn’t the same as content syndication

Affiliate Managers are Teachers

Constant communication and education of your products & services

Provide OptionsCreative Assets, Content, 3rd Party Tools,

Custome Datafeeds, APIs, Video

Publishers will ask “What option is right for me?”

Reporting requires analysis

Quality of Orders – Key to long term successful relationships between publishers and advertisers

Publisher Group Analysis –Benchmarks and goals for different types of sites will vary greatly

Link Analysis –Tweaking messaging and landing pages is not just for banners and text links

Conversion Rates – Significant changes can be a good measure of success as well as point out issues

Dynamic ShoppingContent, Conversion, Analytics

Jessie Jones, CEO & Founder, PopShops.com

What are you going to do with your niche?•This site was optimized for the terms “budget bridesmaid” on mashup data feed content•Will you be a brand or SEO driven site•Example search to right is a mashup site #5 on Google

Invest in your business and your niche

Aim for the credit card in hand

Remember: You are pre-sellingIf you build a pure content site with lots of words, it may be less likely your readers will be ready to buy.

Shopping hidden here:Conversion???

Data feeds can be content

Keep it simpleWith the right mashup of products across networks and merchants, the product data feeds become quality content•Keep links to well, well, well under 100•Use no-follow for affiliate deep links•Build a “real site” with contact and privacy policy

Innovation – a big key

Innovation - Using a tool or a service needs creativity and a point of view to be successful or you'll get lot in the crowd of broad portal style shopping sites.

One word: analytics, ok 3 words: launch early

A/B/C test everything – not just your homepage – DO IT

Plan – build – launch – measure – plan - improveLAUNCH EARLY

Not rocket science – doesn’t have to be expensive – build it in at the beginning

Competition asleep:“Stealth mode”

Get out early – measure & improve (while others are just sleeping).