Publisher Stories

Publisher Stories: Propersmart

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We were recently caught up with our long-time partner, Rick Harris from Propersmart. He runs online shopping portals, Offer of the Day (UK) and Deal of the Day (US). Through these sites, customers can find the latest and best deals on the net using easy to filter categories.

So how long have you been with ePN and what attracted you?

We’ve been with ePN for 5 years now. I hadn’t initially thought of eBay as something to promote as a “shop”. But what really worked are the outlets because they are essentially shops – we could just slot them in amongst the others. eBay has become a “buy it now” retailer environment and so it fit in really well.

So what tools do you use?

It’s pretty much the API and the daily deals feeds. The API is by far the most useful part. It will get key word recommendations for your site – it auto corrects search terms and suggests improvements which is really useful. We also find that eBay’s banner support is very effective as it offers display based on keyword terms rather than using generic spray tactics. Personalised banners are essential and we generally find that impersonal banners don’t work – customers tend to get “banner blindness”. Make sure you banners always tie into your content.

What methods do you use to drive traffic?

We don’t do a lot of SEO – lots of our traffic is repeat traffic. Neither do we do a lot of link building. We focus on the website. There’s a lot of customer loyalty. We have a survey on there that asks how people came to the website and “recommended by a friend” is the number one answer.

What differentiates your website?

New deals and fresh stuff to look at – come back on to the website and there’s new stuff half an hour later. The accuracy of the website’s data is also a draw. We use a lot of our own technology rather than relying on third party tech to keep things up to date (except for the eBay API, which forms part of the insight we have).

If you were to do it again, what would you do differently?

Maintaining our website requires a very high workload. If I were to go into the affiliate market again I’d do more things like the local deals finder – once it’s created then “it’s done” and will work forever more. Keeping real time data up to date is a never ending task of maintenance and updating – it’s constant.

You have a dedicated mobile website. Why did you choose this over say over responsive design?

Our website has had so much split testing done to it that we didn’t want to sacrifice that for the sake of responsive design. I know some particularly well known shops have gone down the responsive design road and its bitten back quite hard.

How important is addressing customer segments?

We log everything that people search for and then review how many results there were against it. Anything that has a low quantity of search results we look at to see why that is: Is there a niche we don’t have a merchant for? Or are users making common search mistakes, for example, Dyson Hoover – two conflicting brands so it doesn’t come up with a vacuum!

So Data is key?

Yes, especially search terms. We use the same tracking for our mobile website. We’ve experienced a lift of 45% this year and 34% year before on mobile usage, so it’s on the up.

Any other advice?

Split test. While it may feel like you’re slowing down the process, even just changing the text on a button may improve the click rate by one or two percent, which in the long term is hugely significant. All of this is common sense!

The other thing is to make sure your page has a purpose. Ask yourself, “what am I trying to get the user to do on this page?” Keep it very siloed – “I’m making this page for this purpose, and this is the action.” Don’t end up making lots of pages that are the same with no real purpose. This helps with your SEO as well.

It’s also worth bearing in mind not to index everything on your website to Google. This dilutes your website and doesn’t help your SEO. Stick to your core pages that have a purpose.

 

Thanks, Rick.

Publisher Stories: FatFingers

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We really value spending time and catching up with our partners and are always eager to hear their stories. Today, we’re delighted to introduce you to FatFingers who launched back in 2004. Founded and run Mike Sheard, FatFingers helps people find bargains on eBay. It does this by finding items that have been misspelt and don’t turn up on usual searches. As a result, they don’t tend to attract too many bids if any at all, so this is a very value service! In this story, Mike covers the importance of catering to a mobile audience, an audience that is “going to grow and grow over time”. He is particularly excited about integrating with the upcoming eBay mobile App to compliment his own Apps across iPhone, Android, Windows Phone and Blackberry operating systems.

Mike’s key tip for publishers is to create a site you’d like to use yourself - then others will love it too. Publishers should concentrate on the user experience first and foremost and worry about the rest later!

Click here to see the interview

We would like to thank Mike for sharing his story with us and we wish FatFingers continued success!

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Publisher Stories: Offers.com

publisher stories offersFrom time to time, we like to take a deeper look into what our publishers are up to, going behind the scenes to share how they’re working with eBay Partner Network to build their businesses.  We recently sat down with Howard Schaffer, Vice President of Partner Development for Offers.com, a coupon and deals website. Offers.com launched in 2009 to serve consumers who were looking for ways to save time and money while shopping online. In the site’s quest to access a wider selection of product deals, they began working with ePN over a year ago. Howard says the team likes working with ePN because of the variety of products and brands available, in addition to the technologies available to access deals.

Howard also talks a bit about the goals Offers.com has for the rest of 2014, which include growing to be a top deals site, working closely with ePN to source quality deals, and improved seasonal and holiday planning – anything they can do to give consumers timely access to the best deals online. They’re also focusing on mobile, going after consumers who browse and buy from their phones.

As far as tips for new publishers, Howard’s advice is just to jump in and get started. From there, publishers can explore all the different ways to find deals on eBay, which include ePN communications such as emails and blog posts to tools such as product feeds and the API.

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We'd like to thank Howard and his team at Offers.com for letting us peak behind the curtain of their day-to-day business.

Publisher Stories: Skimlinks

SkimlinksWe love catching up with our partners and being able to share their thoughts firsthand with the rest of our community. Today, we’re excited to introduce you to Skimlinks, which was originally launched in 2006 as an online destination to help make group buying decisions. In 2008, the company decided to expand their services to publishers and partnered with eBay Partner Network. Skimlinks’ audience includes publishers who want to get involved in content commerce without having to devote significant resources to it — whether it’s a small blogger or a large media site. In this video, Skimlinks’ VP of Sales and Business Development, Buck Smith, talks about why the company’s relationship with ePN works and the tools they find most valuable — including ePN’s Transaction Download Report and data feeds.

Smith also offers a piece of advice for new publishers: Focus on the content. He notes that developing engaging content will not only help grow your audience but will also play a pivotal role in all facets of a business.

Watch the video below to hear more about Skimlinks’ upcoming plans and tools as well as industry trends the company is seeing, including native advertising and programmatic ad buying.

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We want to thank Buck and his team over at Skimlinks for helping us put this project together. We wish Skimlinks an amazing year and we’re excited to have them as our partner!