Originally Posted by Crane's
It's nice to know someone else is playing the same game as me. It's hard to explain to the layman how it all works and why. It seems like the deer in the headlights look happens about 30 seconds into the conversation when i'm pressed for details. I'm lucky in that regard with Dave. He doesn't want to know and is only interested in the numbers which makes my life a lot easier.
And yes you are right, a million hits a day without a sales conversion on a commercial website is a deathblow.
Wow, there are some of us here. I work in strategy and product development for an online display and text ad exchange. We do all sorts of targeting, but main is real-time, page-level contextual.
Mainly focused on web-based analytics tool. We integrate with major ad servers, but then break performance down more granularly down to contextual level - impressions, clicks and conversions (both view and click-through). So you'll know how your ads are performing on all your buys and then also break it down by content type and creative you ran. Pretty cool.
And yes, the eyes glaze over when I try to describe to my layman friends. Don't think most here care about SEO, SEM, affiliate marketing and the like. Make something a member's only privilege and then it's not worth most retailers' time. This presumes that most members are the ones clicking the links and driving the lion's share of conversions. But my guess is there are a lot of dudes (and gals) out there in the aether coming through google and other search engines and clicking around the links.
So here's the scenario:
1. Guy types in 'filson messenger' into google.
2. Sees link to styleforum in results and clicks it. Actually it's the 5th result.
3. Looks at the thread. Sees Crane's above as the first affiliate icon.
4. Looks in affiliate thread and sees code. Uses it to buy messenger and gets discount.
5. Crane's gets purchase revenue from user
6. Styleforum gets affiliate kickback or whatever revshare agreement is in place
7. All are (relatively) happy.
That's the most straightforward scenario. You make that code or affiliate link a member's only privilege and that ain't happening. And retailers leave cos their marketing spend here is less effective and then styleforum doesn't get the kickback. And then less money to run the site and no one's happy. Or something along those lines.