Quick Tip – Bespoke Affiliate Landing Pages
In trying to up the affiliate channel performance, I’ve decided to create bespoke landing pages on our site for our affiliates to drive traffic to.
We have hundreds of affiliates of all shapes and sizes, and focussing on many different areas, so I had to think of an efficient way to roll these landing pages out, without using up my designer’s time with dozens of completely different pages.
I decided that we would create a single template. Elements of this template could be altered individually, allowing us to create a bespoke page based on the type of affiliate, the affiliate’s core message about us, which games they were promoting etc.
At the top of the template there was room for our logo alongside the logo of the affiliate. This was done to keep continuity within the user journey. A user was likely to have read a review of our bingo site or casino on the affiliate’s site, but perhaps they were not aware that on the click of a button or banner they were to jump onto our domain. A co-branded page would serve to reassure them that we knew where they were coming from and what they were looking for.
In a similar vein, I’d created a javascript carousel, showing some of our popular games. Again, this was templated, meaning that we could easily show our slot games to those affiliates who were pushing slots, or our TV games for those affiliates basing their message around our TV offering.
Finally, there is an area in the template where we can show a flash-based sign-up offer alongside some plain text where we extolled the virtues of our sites to our visitors. Both of these elements have multiple options for which content to show, and can be swapped in/out effortlessly.
I also added the obligatory calls to action, and cut down the internal site navigation to focus on only the core elements.
All in all, for a half day of designer-time, we now have the ability to fully cutomize (and test) our landing pages for affiliates. I also plan to roll this idea out to PPC keyword groups too – a user looking for TV Roulette might be looking for a very different experience from a user Googling roulette. Likewise, progressive slots and 5 line slots may have their own niche audiences too.
Here’s hoping this will help squeeze out another conversion rate percentage or two!
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