Don't forget the 3-Click rule!
Today paperbacks on affiliate marketing are overcrowding the book shelves. Tips and tricks are carelessly tossed around at seminars and summits by too loud and over paid "affiliate/SEO experts". Affiliate marketing is on the up rise and all of a sudden everybody has know-how and optimizing secrets to share. And in the mist of it all I would like to dedicate this post to a stroll down memory lane and recall the good Ol' 3-Click rule!
Less (Clicks) Is More
I remember distinctly Amazon.com using this philosophy back in the days to create an optimized website that would generate many purchases while guaranteeing a satisfactory user-experience. The idea is pretty simple. Make sure that your visitors never have to click more than three times to reach their goal. Whether the aim is to purchase a product, signing up for membership or registering for a newsletter the 3-click rule applies for any occasion. However, when it comes to affiliate marketing or any other segment the 3-Click rule requires some special site features in order to work. If your site isn't in order and your affiliate campaign settings a mash of random links it will take more effort and time for your visitors to do whatever it is that you want them to do. This will unavoidably result in fewer conversions and less commissions.
Create short-cuts
Now, it is important that you site is structured according to a content hierarchy. One example is locating your most convertible content on the index page since it's the first page your visitors will see. But even if you do not have the most obsessive order on your site the 3-click rule can still be used with what I call short-cuts. Short-cuts are features of the site and click-through process that will help the visitor to find what he is really looking for.
If somebody clicks on your affiliate link or banner (1st click) he should be directed to a landing page that has been specifically tailored to greet and forward its visitors to the sign-up/registrant/purchase page (2nd click) where action will be taken (3rd click).
Direct linking
Another way that is available for affiliates it to use direct linking. Upon the 1st click visitors are directly sent to the purchasing page.
Search box
By allowing your visitors to use a search box to find specific product pages rather than being forced to click through miscellaneous directories you can minimize clicks as well as the risk of irritation and frustration.
3-click Rules!
These are few examples of what you can do to ensure a maximum 3-click visitor experience. Though it is not written in stone 3 click has proven to be just about what an internet user will tolerate. And if you stick to this rule many of your optimization problems will go away. Your earnings will increase and people will start linking to your user-friendly site.
