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Old 03-01-2011, 03:27 AM
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Default Match an Offer to an Audience

I'm still new and have mostly been deploying the survey method so far. Hopefully you are already investigating your PPV targets with Alexa and Quantcast to help you figure out who your audience is. Here's a simple but handy way to help you match offers to an audience using Alexa.

Get the Alexa toolbar for Firefox (Alexa only allows this handy compare feature if you have their free toolbar installed)
Go to Alexa.com/siteinfo
Enter the site you intend to target for traffic, get details and scroll toward the bottom of the page to enter other URL's to compare to
Example: Let's say you want to create a Landing Page for Macy's using the Survey method and promote a reward for completing the survey.
What offer should you promote? Gift cards seem to work well since they are already in a shopping mindset and they usually only require an Email or Zip.
Use Alexa and Quantcast info to get inside the head of the customer. What do they want?
In the comparison section compare URL's for the offers you are thinking of promoting. In this case let's say I've found good offers for Target, Wal-Mart, Kohl's, Victoria's Secret and I want to see if any are a good fit and narrow down which two to test first.
How do the demographics compare? Try to match up as many demographic points as you can, especially gender and age. I can see that Victoria's Secret and Kohl's might be my best bets to try first (in addition to a Macy's gift card... the store's own brand often works best if you can find an offer for it).



This example was a retail to retail comparison so they were already somewhat similar, but this technique is even more helpful when comparing alternative traffic sources.

Cheers,
Josh.
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  #2  
Old 03-01-2011, 03:29 AM
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Default

Here's 3 bonus tips if you are using the Survey method
1. Design your landing page to look as much as possible like the site it popped from. Match typefaces, colors, logos. You can often get corporate logos from sites like Brands of the World? | Download vector logos and logotypes. To see what font a site uses for their HTML text, use the Firefox add-on, Firebug, and right click the text to "Inspect Element". This will go straight to that element in the CSS file so you can use the same font on your landing page. Sometimes headlines are saved as graphics from specialty typefaces. You can grab these graphics and upload them to WhatTheFont! MyFonts to help you identify what typeface is in use.

2. Find an offer page that blends well with your landing page and the traffic source target. That is, if you line up Macys.com, your survey lander, and the offer lander, they should all look like they are part of a logical flow.

3. Include the prize in your landing page design and your ad copy. You can split test landing pages to see what offer converts best for your traffic source, but I find it is more effective to promote one offer instead of presenting the user with a choice of 3 as many survey pages do. This seems to increase conversions on the email submit offer page since they are more "invested" in that product or idea when they hit the offer lander.

As always, split test and analyze to optimize your campaign, but don't overdo it.

Cheers!
Josh.
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  #3  
Old 03-01-2011, 03:47 AM
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good stuff and spot on.

thanks bud,

- lucas
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Old 04-24-2011, 07:21 PM
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Default matching

You were comparing the stores demographics to each other?
I thought you would want to compare to the demographics that convert on the offer.
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