Twelve Days
of Christmas
DAY 4
This week we will provide you with information on deep linking, the benefits of deep linking and how to deep link. Deep linking is the method of creating links that go directly to a specific page, section or product on a merchant's site. The user will be sent directly to a specified page and will not get lost on the way.
BENEFITS OF DEEP LINKING
Links that go directly to a product will please the user and enhance usability. There are many shopping portals on the Internet and many of these have basic links to a merchant's homepage. Generic links do not meet the user's goals. Do you really want to send your users to a page where they have to click 4 or 5 times to get to the product or information? You need to add value to your site and deep linking is a great way to do this.
Increase conversion rate
Difficulties in getting from the homepage to the correct product page accounted for 27% of the failures, averaged across 20 sites (Jakob Nielsen - Deep Linking is Good Linking). So ultimately, your conversion rate can increase by over 25%. These users maybe first time users and are unlikely to return if they encounter problems.
Increase revenue
If you increase your conversion rate you are likely to increase the number of sales you can generate. Sending people directly to a specific product/category will not only increase your conversion but as a result your revenue. There is less chance of users getting lost, losing interest, or going elsewhere for their product.
Builds trust with user
There is nothing more frustrating than browsing through a site then clicking on a link and being sent to a merchant's site and then have to start searching again. Users should be sent directly to the required page and specific product. If your users are constantly having this problem it is likely they will give up and use another site. However you can build strong trust relationships and value for your users if they get what they want on your sites.
More likely to invite a click
Most users will know that just by hovering over a link they can see the target URL. A user is more likely to click on a link that will take them directly to required page than to a generic page. If they click on a few links and have problems finding the product on the merchant's site, it is unlikely that they will use your links again. What looks more inviting on your page about iPods: 'Apple Products' or 'Check out new Apples iPods'?
Improve site content
It is very important to build a site with rich content and valuable information. Deep linking can help you build a site with complete product pages and specs. Rich content will almost certainly improve your site ranking.
Other things to consider - High Maintenance
Deep linking will almost certainly add value to your site with it many benefits to both publisher and user. However there are other minor negative aspects worth considering:
- Creating many deep links will take slightly longer than using the same tracking code throughout all your links.
- If you are deep linking to specific products you need to frequently check that products are still available and in stock.
- Prices may fluctuate. If you include prices in the link you may need to update the links more often.
- Not all our advertisers offer deep linking solutions due to technical limitations, always check the "Link Matrix" (see below).
- Specific pages may be removed and you users may get lost on the advertiser's site. Frequently check your links to see if the end result is acceptable.
HOW TO CREATE DEEP LINKS
|
In order to Deep Link you must log into your tradedoubler account and click on the
'Link Matrix' which is located on the right hand side of your interface when you login
to your TradeDoubler account, under Useful Tools.
Select your site (if you have more than one site). Find your merchant and check to see if they offer deep linking. If it says 'yes' then click on 'yes' and follow the instructions. |
|
We have used the Apple Store as an example. This is just an example of how Apple Store deep link. Other merchants may provide other techniques.
Use the tracking code for the Merchant and replace TARGET_URL with the full URL you want to deep link to.
http://clkuk.tradedoubler.com/click?p=2554& a=XXXXXX&g=32244&url=TARGET_URL
So effectively, it should look like this:
http://clkuk.tradedoubler.com/click?p=2554&
a=XXXXXX&g=32244&url=
http://store.apple.com/Apple/WebObjects/ukstore
?family=iPodnano
You will need to make sure that the site ID is correct, i.e. a=XXXXXX, your links will have your corresponding account ID.
You will also need to ensure that you have applied to the program that you want to deep link to with the site ID you are using.
