When you are working in the online marketing world it is important to understand your traffic completely. So many online marketers get busy and forget to really dig in and get to know the traffic they are marketing to. More often than not, they will find an offer that does well and settle in and let it ride, but the good marketers will use this time to look ahead and be proactive about finding the next offer. In order to find the next best offer, you need to really know your traffic and watch their trends as well.
There are many factors to look at when you are analyzing your traffic. Is it all the same traffic or have you introduced new traffic into your mix? If it is new traffic, where did it come from and how do they respond to your offers? Did you separate the traffic so you can determine how they respond to offers? Do they respond to lead gen or sale offers? Each one of these factors can determine how well your new data will respond to your marketing efforts.
You want to first determine where the traffic came from and make sure you keep that data separate from your current data when sending offers. It is important to treat this data as a brand new source to determine the quality of the traffic. For instance, co-registration data will react a lot differently than purchaser data. When you are working with co-reg data, you will want to work with more lead gen type offers and start with those. Co-reg data traffic comes from people signing up for a few third party offers.
Historically,
- short form lead gens have done well with this type of traffic, but you will want to test it with long forms as well. The traffic will be more familiar with this type of offer and they will not be as inclined to enter credit card information online. It is important to test co-reg data because you don’t know their likes or dislikes as you would with purchaser data.
- When you are working with purchaser data, they are already more inclined to purchase online. They are purchasing from one site and you also know what they purchased. If you know they bought a diet product, then they will most likely do well with a skin or beauty related products. This data will do well with offers that are products that can be purchased and/or free shipping type offers. They are more comfortable with entering credit card information and have already purchased products online in the past.
Don’t assume that just because you did great with xyz offer with your current data that the new data will respond the same way. You will need to test and retest the new traffic until you determine what works best. Once you have determined that, watch for the trends (e.g clicks, opens, and the conversions). Make sure you are marketing to the active buyers.
Remember this is not an industry you can get lazy in. You have to always stay on top of your traffic and know their habits. Analyze, test, and analyze more. This is one industry where you have the benefit of knowing what your customers are doing. Are they clicking through? Are they viewing? Do they like and want this information? Do they use this product? Use this information and learn what they like and want and give it to them.
The online public is saavy and they will change their online marketing trends. The online marketers who keep up with the trends of their traffic, will be the ones who are the most profitable in this industry.
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