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Vortrag auf der Affiliate Tactixx: Mehr Sales durch optimierte Landingpages | Handbuch Usability Blog
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Vortrag auf der Affiliate Tactixx: Mehr Sales durch optimierte Landingpages


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y3bdhgqm6z Am Donnerstag, den 18.06.2009 hatte ich die Gelegenheit, einen Vortrag über die Optimierung von Landingpages auf der größten deutschen Affiliate-Konferenz “Affiliate Tactixx” zu halten. Diese Veranstaltung, die unter der Schirmherrschaft von explido Webmarketing ausgerichtet und von Markus Kellermann veranstaltet wird, hat sich innerhalb von 3 Jahren zum Hauptevent der Branche entwickelt. An dieser Stelle kann ich allen an der Organisation beteiligten nur ein großes Lob für die Professionalität aussprechen, mit der das Event organisiert und durchgeführt wurde. Qualifizierte, hochkarätige Referenten und spannende Vorträge machten die Veranstaltung kurzweilig und aufschlussreich. 

Mein Vortrag mit dem Titel “Mehr Sales durch optimierte Landingpages” war der erste auf dieser Konferenz, der das Thema Conversion Optimierung aufgriff und traf offensichtlich den Nerv der Zeit. Genau wie alle anderen trafficbringenden Disziplinen wie SEM oder SEO, suchen auch Affiliate Professionals nach Möglichkeiten, ihren Traffic gewinnbringender zu verwerten. Affiliates stecken ja in folgendem Dilemma: Sie lotsen Besucher auf ihre eigene Website, um diese anschließend auf die Seite des Merchants zu leiten, wo sie eine Aktion durchführen sollen, für die Affiliates vergütet werden. Das bedeutet zwei Einstiegsseiten auf Affiliate- und Merchantseite und zwei Prozesse auf diese beiden Seiten. Es stehen zwei Optimierungsmöglichkeiten zur Verfügung:

  • Verkürzung des Weges
  • Optimierung der Prozesse

Die Verkürzung des Weges erreichen Affiliates im Extremfall durch den Verzicht auf eine eigene Website und Einbuchung direkt für den Merchant. Dies wird jedoch nicht immer geduldet. Die Optimierung des Prozesses ist die nachhaltige Alternative.

Dazu müssen die Einsprungsseiten optimiert werden. Speziell für Kampagnen optimierte Einsprungseiten bezeichnet man als Landingpages. Hierdurch kann man bereits eine deutliche Steigerung der Conversion Rate erreichen. Die Landingpageoptimierung entfaltet ihre volle Wirkung jedoch erst im Kontext einer Prozessoptimierung. Was nützt eine tolle Landingpage, wenn der User am Ende nicht in der Lage ist, denn gewünschten Bestell- oder Anmeldeprozess zu durchlaufen. Die Kombination aus Landinpageoptimierung und Prozessoptimierung ist deshalb unerlässlich.

Eine Idee, die ich zur Diskussion gestellt habe war die, das Merchants dem Affiliate mehr Einflussmöglichkeiten auf Einstiegsseiten geben sollten. Vielleicht wird das Prinzip der Werbemittelkonfiguratoren in Zukunft auch auf Landingpages übertragen, so dass Affiliates noch mehr Möglichkeiten haben, Einfluss auf die Optimierung den Gesamtprozesses zu nehmen. In Zeiten von user generated content ist dieser Schritt schließlich nicht mehr groß. Auf jeden Fall sollen Merchants an dieser Stelle erkennen, dass der Schritt auf den Affiliate zu auch der hin zu einer Win Win Situation ist, da ja am Ende der Merchant den Sale oder Lead verbucht.

Mein abschließender Appell an die Affiliate Gemeinde war nach 45 Minuten folgender:

  • Fangen Sie an!
  • Betten Sie Ihre Landingpageoptimierung in eine Prozessoptimierung ein
  • Verinnerlichen Sie die Erfolgsfaktoren und wenden Sie diese konsequent an
  • Testen Sie in einem iterativen standardisierten Prozess
  • Ziehen Sie einen Experten hinzu

Ich freue mich auf eine interessante Diskussion über das Zusammenwirken der Disziplinen Conversion Optimierung und Affiliate Marketing.


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