Conversion optimisation for publishers

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Conversion optimisation for publishers


As a publisher, having a website with content and ads is not necessarily enough to get traffic and generate revenue. There is a lot of competition and publishers have to work hard in order to constantly improve their users’ experience.

In previous articles we saw that knowing one’s audience is key to getting users to read content and come back for more. But how to get people to click on affiliate links and generate commission? Good quality content might not be enough to get a good conversion rate (users clicking on your links and banners and generating revenue for you).

Conversion optimisation is crucial for all website owners as it can help identify problems on a site and improve user experience.

One of the first steps would be to add Google Analytics in order to monitor the traffic on your site. You will need to specify which actions needs to be monitored (clicks for example) and will be able to check on which page people get stuck or where they click and will be able to monitor all activities on your site. Once you have Google analytics, you will be able to compare different landing pages & content with accurate stats and be able to see the difference in performance.

Google Optimize can also help with testing and will help make sense of your google analytics data. Google Tag Manager is also able to give you very granular data and help you with your analytics.

Once you have analytics on your site, you can start playing with the different options available but it is important to try and follow the advice below:

– Avoid clutter on the page: Your readers need to be directed towards a desired action. If there is too much on the page, your readers might get lost and not find the important information they are looking for and decide to leave your site frustrated and not come back (Forbes). In order to keep your site clear and easily readable, you can use bullets points as it will help users to quickly get to the information they want. Using Hyperlink differentiation is also a good way to indicate to the user you want them to click there. The colour coding needs to be consistent throughout your site in order to make it easier for your readers.

– Use a clear call to action: Use call to action that makes sense. For example, avoid at all cost to use “submit” and use more specific terms like “ download e-book now” or “Shop now”. (Unbounce)

– Limit your website loading time: Studies have shown that a slower loading time results in a reduction of page views. In one study, slow loading time has been linked to 11% less page views, 16% decrease in customer satisfaction and 7% loss in conversion. Slow loading time might lead your potential readers to leave your site before they even reached your homepage. ( Tools are available to measure your site’s loading time like Google PageSpeed Insights, Webpagetest, or Pingdom.

– Use the right images for your content: Some A/B testing on landing pages showed the importance of images present on lead generation forms. In this example, the image swap increased the number of signups by 89%.

– Your site and mailers need to be mobile optimised: like loading time, being able to read a site’s content on a mobile phone is very, very important. We know how many people use their mobile to access their favorite sites every day. If they can’t read the content, they won’t come back. For mailers, it is the same; there is nothing more frustrating than receiving a mailer that is not completely visible on a mobile screen.

Of course there is a lot more than can be done in order to increase the conversion on a site, but if you start by monitoring your traffic, identifying where the site’s weaknesses are and start testing possible solutions, you should be able to increase your site’s performance and start seeing improvements in your revenue.


Caroline Pourteyron – Head of Operations


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