TechnoScout.com finds that not all affiliate links are created equal
TechnoScout.com, the consumer electronics site of TechnoBrands Inc., Colonial Heights, Va., says it has noticed differences in the click activity of visitors who link to its site from Yahoo compared to those who link from USAToday.com. While Yahoo visitors spend less time on TechnoScout, they also show a higher conversion rate for purchases, says Joel Skretvedt, director of Internet operations.
He figures the differences may have something to do with the interests these visitors show on the sites they link from.
TechnoScout runs linked ads on both Yahoo and USA Today, but Yahoo visitors tend to link from their My.Yahoo e-mail section and may be less interested in reading a lot of product material, yet make quick decisions on purchasing. "I know I have to respond to Yahoo visitors sooner or I lose them," Skretvedt says.
He says that USA Today visitors link from news sections and show a higher tendency to want to look over site information before making a purchase, and they do so less frequently than the Yahoo shoppers.
With a new technology built into his web site that monitors clickstream data and can develop online promotions based on that data, Skretvedt says he’s still trying to figure out how to tailor site images and promotions to particular groups of visitors, such as those from Yahoo and USA Today, but realizes that this could take a long time. "It’s a huge project," he says. "But our goal is to have a customized, personalized site based on clickstream data."
He adds that he may eventually offer a site customized for Yahoo visitors and another for visitors from USA Today.
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