Blog / Analytics & attribution
Put the offer where the product is
A new affiliate site led with the market’s biggest topics, but its partner sold something narrower. We researched the partner in a day and rebuilt the home page the next. Why matching offer and page matters more than traffic.
An affiliate site earns when the right reader meets the right offer. On a new US content and affiliate site we launched this month, the two had drifted apart, and the client’s team spotted it.
The mismatch
The site led with the biggest national topics in its market, the ones with the most searches. The partner, it turned out, covers only a narrower line of daily products. An offer beside a topic the partner does not sell is a click that cannot convert.
One day to research, one day to rebuild
- Day one: we researched exactly what the partner offers, product by product.
- Day two: the home page was rebuilt around those daily products, with countdowns to the next update, the latest data and the offer beside them. Four new product pages, a daily overview and a matching calculator went live with it.
- What we kept: the big national pages stayed, with their search traffic, but with no offer on them.
Measure where clicks come from
From day 3 of the project, every partner click has gone through one tracking page that records the page and the spot that sent it: 8 spots across the site. One command shows clicks by spot and by country, to compare with the partner’s own report.
The country split matters more than it seems. Early clicks include our own testing and visits from outside the US, and none of those are customers. Counting them would make a new site look busier than it is.
What comes next
With every click measured by page, spot and country, each change to the site can now be judged on what it earns, page by page.
The examples in this article come from real engagements. Client details withheld; every figure comes from the client’s own data.
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