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Creating a Winning E-Business Second Edition Taking Advantage of Affiliate Marketing & Designing Your Web Site Chapter 7 & 8.

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Presentation on theme: "Creating a Winning E-Business Second Edition Taking Advantage of Affiliate Marketing & Designing Your Web Site Chapter 7 & 8."— Presentation transcript:

1 Creating a Winning E-Business Second Edition Taking Advantage of Affiliate Marketing & Designing Your Web Site Chapter 7 & 8

2 Creating a Winning E-Business Second Edition, Chapter 7 2 Online Affiliate Marketing Programs A revenue-sharing approach to marketing and promoting an e-business –Also called associate programs or pay-for-performance programs –Merchant or advertiser operates the program –Affiliate or publisher participates in the program Marketing tool for merchant Revenue source for affiliate Require custom links from affiliate site to merchant site

3 Creating a Winning E-Business Second Edition, Chapter 7 3 Online Affiliate Marketing Programs (continued) Pay-per-click (cost-per-click) program –Merchant pays affiliate a set fee for each click-through from affiliate site No action at merchant site is required Pay-per-lead (cost-per-lead) program –Merchant pays affiliate a set fee for each click-through that results in action Make a purchase Complete a form or take a survey

4 Creating a Winning E-Business Second Edition, Chapter 7 4 Online Affiliate Marketing Programs (continued) Pay-per-sale (cost-per-sale) program –Merchant pays affiliate a fee or commission on a sale that results from a click-through Thousands of diverse e-businesses operate affiliate programs –Amazon.com –Dell –1-800-FLOWERS.COM –Rackspace Managed Hosting

5 Creating a Winning E-Business Second Edition, Chapter 7 5 Online Affiliate Marketing Programs (continued)

6 Creating a Winning E-Business Second Edition, Chapter 7 6 Online Affiliate Marketing Programs (continued)

7 Creating a Winning E-Business Second Edition, Chapter 7 7 Online Affiliate Marketing Programs (continued) Advantages to merchant –Tie marketing effort directly to sales –Pay only for results Advantages to affiliate –Additional source of revenue for affiliate who also sells products/services –Primary source of revenue for affiliate who offers entertainment or information

8 Creating a Winning E-Business Second Edition, Chapter 7 8 Online Affiliate Marketing Programs (continued) Participating in an affiliate program –Select the program carefully to ensure a good fit –Understand the terms of the affiliate agreement –Add custom links to merchants site from affiliate Web pages –Build traffic at affiliate site to increase click-throughs to merchant site

9 Creating a Winning E-Business Second Edition, Chapter 7 9 Online Affiliate Marketing Programs (continued) Selecting an affiliate program –Make certain affiliate site visitors will be interested in merchants products/services –Learn about merchant Type of products/services Easy shopping experience Customer support Reputation in the marketplace –Look for competitive fees/commissions

10 Creating a Winning E-Business Second Edition, Chapter 7 10 Online Affiliate Marketing Programs (continued) Affiliate agreement defines program terms –Types of Web sites merchant approves –Guidelines for linking –Schedule of fees and commissions –Terms of usage of merchant logo and name

11 Creating a Winning E-Business Second Edition, Chapter 7 11 Online Affiliate Marketing Programs (continued) Affiliate agreement defines program terms (continued) –Restrictions on type of content at affiliate site –Restrictions on marketing tools an affiliate can use –Liability and other legal disclaimers –Dispute resolution and termination requirements

12 Creating a Winning E-Business Second Edition, Chapter 7 12 Affiliate Tracking Systems Allow merchant to control how it credits click-throughs Monitor window of time in which affiliate can get credit for a click-through Record and store affiliate information Provide commission/fee reports

13 Creating a Winning E-Business Second Edition, Chapter 7 13 Affiliate Tracking Systems (continued)

14 Creating a Winning E-Business Second Edition, Chapter 7 14 Affiliate Tracking Systems (continued) Affiliate management networks –Third-party entities Recruit affiliates Manage affiliate registration process Track click-throughs Credit affiliates with click-throughs Arrange for commission/fee reporting and payment

15 Creating a Winning E-Business Second Edition, Chapter 7 15 Affiliate Tracking Systems (continued)

16 Creating a Winning E-Business Second Edition, Chapter 7 16 Affiliate Tracking Systems (continued) Well-established affiliate management networks –Commission Junction –LinkShare

17 Creating a Winning E-Business Second Edition, Chapter 7 17 Affiliate Tracking Systems (continued)

18 Creating a Winning E-Business Second Edition, Chapter 7 18 Affiliate Tracking Systems (continued) Affiliate tracking technologies –Custom links containing affiliate information or affiliate and merchant information –Tracking cookies –Third-party tracking software –Application service provider tracking service

19 Creating a Winning E-Business Second Edition, Chapter 7 19 Affiliate Tracking Systems (continued)

20 Creating a Winning E-Business Second Edition, Chapter 7 20 Affiliate Tracking Systems (continued)

21 Creating a Winning E-Business Second Edition, Chapter 7 21 Affiliate Marketing Risks and Challenges Unethical affiliates –Cookie stuffing Multiple cookies placed on visitors hard drive during a single visit to affiliate site –Parasiteware Redirects affiliate links Replaces content of existing tracking cookies

22 Creating a Winning E-Business Second Edition, Chapter 7 22 Affiliate Marketing Risks and Challenges (continued) Unethical affiliates (continued) –Spammers Merchant is responsible if affiliates use spam to promote sites Negative perception of tracking cookies –Many consumers install and use blocking software Block tracking cookies Delete tracking cookies

23 Creating a Winning E-Business Second Edition, Chapter 7 23 Chapter Summary Affiliate marketing is a revenue-sharing approach to promoting an e-businesss products and services –Marketing tool for merchant –Source of revenue for affiliate Affiliate programs –Pay-per-click (cost-per-click) –Pay-per-lead (cost-per-lead) –Pay-per-sale (cost-per-sale)

24 Creating a Winning E-Business Second Edition, Chapter 7 24 Chapter Summary (continued) Affiliate program should –Fit with affiliates products and services –Fit with Web site content Affiliate agreement defines the terms of an affiliate program Coded URLs and tracking cookies are used to track click-throughs

25 Creating a Winning E-Business Second Edition, Chapter 7 25 Chapter Summary (continued) Affiliate management network –Recruits affiliates –Manages registration process –Tracks click-throughs –Credits referral fees and commissions to affiliate Risks and challenges –Unethical affiliates (cookie stuffing, parasiteware) –Negative perception of tracking cookies

26 Creating a Winning E-Business Second Edition Designing Your Web Site Chapter 8

27 Creating a Winning E-Business Second Edition, Chapter 7 27 Web Site Planning Process Identify the sites business objectives: –Selling products or services –Educating consumers –Providing technical support –Collecting information from visitors –Offering a virtual community to customers –Directing consumers to other useful sites –Recruiting talented employees

28 Creating a Winning E-Business Second Edition, Chapter 7 28 Web Site Planning Process (continued) Primary Goals: –Understand who will visit the site –Understand what visitors will do at the site Primary audience consists of the targeted customers identified in business plan –Secondary audiences »Vendors »Strategic partners »Investors »General public

29 Creating a Winning E-Business Second Edition, Chapter 7 29 Web Site Planning Process (primary continued) Design the site to accommodate the most common technological constraints –Experienced or novice users –Browser and version commonly used –Internet connection speeds –Screen resolutions used Fixed-width pages Pages that resize with the browser window

30 Creating a Winning E-Business Second Edition, Chapter 7 30 Web Site Organization (primary continued) Home page should answer basic visitor questions: –Who are you? –What do you do? –Where can I find what I want or need? –Why should I be interested in your products or services?

31 Creating a Winning E-Business Second Edition, Chapter 7 31 Web Site Organization Secondary Goals/Pages: –Customer login page –Products or services pages –Shopping cart page –Shipping and return policy pages –Customer support pages –Contact information pages –About Us pages

32 Creating a Winning E-Business Second Edition, Chapter 7 32 Web Site Organization Secondary pages (continued) –Privacy policy and acceptable use pages –Frequently asked questions (FAQ) pages –Employment opportunities pages –Whats New? pages –Customer stories or case studies pages –Affiliate program pages –Help pages

33 Creating a Winning E-Business Second Edition, Chapter 7 33 Web Site Organization (continued) Pure hierarchical structure –Similar to business organizational chart –Information is organized in levels –Home page at Level 1 (top-level) –Main topic pages at Level 2 –Additional details about main topics at remaining levels

34 Creating a Winning E-Business Second Edition, Chapter 7 34 Web Site Organization (continued) Mixed hierarchical structure –Combines structured organization with cross- linked pages

35 Creating a Winning E-Business Second Edition, Chapter 7 35 Web Site Organization (continued) Site organization –Should enable visitors to find actionable content quickly and easily –Be neither too flat nor too deep (7+/- 2) –Logical and intuitive Avoid a structure that is either too flat or too deep (7+/- 2) –Structure that is too flat is uninteresting –Structure that is too deep is difficult to navigate

36 Creating a Winning E-Business Second Edition, Chapter 7 36 Web Site Organization (continued) Web site storyboarding / Blueprinting & wireframing –Used to test a Web site organizational plan –Manual mock-up of sites organization Index cards, sticky notes, sheets of paper represent individual Web pages Use push pins or tape to fasten cards, notes, of sheets of paper to white board or corkboard Create connecting lines indicating links –Look for illogical links, orphan pages, missing pages

37 Creating a Winning E-Business Second Edition, Chapter 7 37 Useful and Attractive Web Pages Web accessibility – Designing Web pages so that Web resources are available to people with disabilities, very important issue W3C guidelines for accessibility –Auditory content (speakable web) is supported by alternative content –Color alone should not indicate a link –Adequate contrast for background/foreground colors, best colors for e-commerce have been found to be white and grey

38 Creating a Winning E-Business Second Edition, Chapter 7 38 Useful and Attractive Web Pages (continued) W3C guidelines for accessibility (continued) –Simply worded text –Movement, scrolling, and blinks can be turned off without loss of information or navigation –Navigational links are clear and consistent –Page content is consistent across all pages –CRAP - contrast, repetition, alignment & proximity

39 Creating a Winning E-Business Second Edition, Chapter 7 39 Useful and Attractive Web Pages (continued) Navigational elements (internal links); good global and local navigation –Embedded text links –Clickable table of contents and top-of-page links, guides –Navigation tabs (Amazon) –Breadcrumb trail –Site map

40 Creating a Winning E-Business Second Edition, Chapter 7 40 Useful and Attractive Web Pages (continued) Embedded text links (llbean; ems; backcountry; rei )llbeanemsbackcountryrei –Link positioned inside a paragraph –Text in link should clearly describe what page visitors will see

41 Creating a Winning E-Business Second Edition, Chapter 7 41 Useful and Attractive Web Pages (continued) Breadcrumb trail (Amazon is master) –Hierarchical navigational outline –Provides visitor with feedback on path taken to current page –Use in conjunction with other navigational elements

42 Creating a Winning E-Business Second Edition, Chapter 7 42 Useful and Attractive Web Pages (continued) Site map –Web page that shows a summary of all the linked pages at the site Rollover links –Hidden links that appear when mouse is rolled over an animated image –Avoid rollover links

43 Creating a Winning E-Business Second Edition, Chapter 7 43 Useful and Attractive Web Pages (continued) Page layout / Gridded System –Fixed-width pages fit in a maximized browser window for a specific screen resolution –Liquid design creates pages that size with the browser window Use tables (arrangement of columns and rows) Use CSS (cascading style sheets)

44 Creating a Winning E-Business Second Edition, Chapter 7 44 Useful and Attractive Web Pages (continued) Writing for the Web –Use simple, direct language –Avoid industry jargon –Use bulleted and numbered lists –Use dark text color on light background –Use a familiar font –Use at least a 12-point equivalent font –Check spelling and grammar, and proofread

45 Creating a Winning E-Business Second Edition, Chapter 7 45 Useful and Attractive Web Pages (continued) Choose color scheme carefully Use images, audio, and video sparingly and only when they support the Web site message Avoid background images Add alternative text to image links Add related text links to support image links

46 Creating a Winning E-Business Second Edition, Chapter 7 46 Web Design Outsourcing Carefully assess costs of in-house Web design and development compared to outsourcing costs Outsourcing benefits –May save time and money –Provides greater access to experienced specialists familiar with current best practices and trends –May provide access to usability analysis

47 Creating a Winning E-Business Second Edition, Chapter 7 47 Chapter Summary Begin the Web site and page design process by determining the sites business objectives and its targeted audiences wants and needs Make sure that the home page answers basic visitor questions –Who? –What? –Where? –Why?

48 Creating a Winning E-Business Second Edition, Chapter 7 48 Chapter Summary (continued) Determine the secondary pages needed in addition to the home page Organize the pages at the site in a logical and intuitive order using the storyboarding process Follow the W3C guidelines for Web accessibility Pay attention to de facto standards or guidelines for Web usability

49 Creating a Winning E-Business Second Edition, Chapter 7 49 Chapter Summary (continued) Compare the costs, advantages, and disadvantages of designing and developing the Web site in-house versus outsourcing the design and development process


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