Chris, a new consulting
client, asked me to help him increase sales on his
affiliate marketing site.
As he was
describing his site and the problem, I thought, "This is
going to be a quick fix."
wrong I was!
site was excellent. Other than a few minor points, it
followed all my basic rules for a successful affiliate
site was focused around a single theme in a profitable
niche, with an excellent selection of high-priced,
had gone the extra mile to have his site professionally
designed, and it was simple, elegant and user-friendly,
employing consistent navigation and a nifty
database-driven search results system.
working directly with his merchant partners to create ad
copy that offered his visitors the best possible deals.
was advertising in the pay-per-click search engines to
drive tons of targeted traffic, and using hundreds of
keyword listings with brilliantly worded titles and
So, why on earth were his
sales so low?
I was picking at straws, but during our first session, I
made a host of recommendations for improvement, which
a domain name change
a background color change
reformatting the page table size
rephrasing offers more positively
adding relevant graphics and photos
dropping poor performing merchants
adding a newsletter
adding new products
redirecting non-buyers to additional offers
implemented all my suggestions as well as a few of his
own. After giving the new version a few weeks to prove
itself, we scheduled our second teleconsulting session.
I was anxious to hear how well the site was now
You can appreciate my
dismay when Chris told me that his sales had actually
reviewed his site again, and it suddenly struck me... he
should try blue links!
Because web design convention suggests that links should
be blue, visited links purple and active links red.
Although nothing written in stone about link color, I
believe that those conventional colors should used
whenever they compliment site design.
I'd changed my own site links,
Sage-Hearts.com, from maroon to
blue sometime before and noticed a nice conversion rate
Sure enough, that WAS the
answer to Chris' site problems...
conversions increased 1100% almost overnight JUST by
changing his link color to blue.
addition to being underlined, people expect links to be
blue, and in some cases visitors may have problems with
sites that don't conform to their expectations.
the average site visit lasting only about 8 seconds, we
don't have time to waste confusing our visitors with
basic site navigation. Use blue links if possible to
keep your navigation instantly recognizable, unambiguous
Article by Rosalind Gardner, author of the best-selling
Affiliate Handbook: How I Made $436,797 in One Year
Selling Other People's Stuff Online".
To learn how you too can succeed in Internet and
affiliate marketing, please visit
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