We already know about wal mart because of their ads in local papers, on billboards, on the radio and TV. So finding a local Wal Mart is easy, and
so should it also be easy to find your web site. Although you may not need to use radio and TV
advertisements, you should still use offline promotion such as business cards or direct mail. Naturally, you
want other web sites to put your billboard ad onto theirs. So that's our first lesson on how Wal Mart
can teach us effective affiliate marketing. Now let's visit a Wal Mart store.
Once we arrive at Wal Mart, we enter a huge parking lot. Your web site must also enable a lot
of visitors. If your site is on a slow server, you may be losing customers. That's lesson #2.
As soon as we enter Wal Mart, we are welcomed by a Wal Mart greeter. This greeter not only welcomes us to the store, but
also offers help in pointing out where to find what you're looking for. That's lesson 3a and 3b. Your site
should welcome visitors and provide navigation to all the products and services you offer. You can do
this by simply including a graphic on your page that says "Welcome, Click Here to find what you're looking
for" and have that link go to your site map.
Beyond the greeter is a wide path that branches out to different areas of the store with banners overhead that tell you what
you can find in those areas. Your site map should consist of main links, as well as sub-links to
corresponding pages. Now we get to lesson 4, that each page of your site needs to have a
topic, a main header, that defines what each page is about, as well as provide links, pathways
to corresponding pages, because you'll notice that Wal-Mart arranges their store to group
products that are similar. The hardware section is near the automotive center, housewares are
near food items, lawn and garden items are near the hardware and pet supply areas, etc. But
you can still get from one area to another.
As you browse the shelves, you see more than one type of item. If you're in the grocery section;
for example, you'll see many different types of beans. Canned beans, dry beans, even beans
from different companies. That's lesson #5. You should offer your site visitors more than one
choice. If your site offers auto loans, for example, offer your visitors new auto loans, used auto
loans, even auto refinancing loans. And, you may want to offer them more than one choice for
each type of auto loan. Afterall, visitors came to your site because they are shopping around...
so let them shop and choose from multiple options. Just remember not to stick
cheese products in your automotive section!
Another thing you'll notice as you browse the shelves, which leads us to lesson #6... although
the shelves are stocked full, it's still easy to pick out your favorite can of beans. This is because
the shelves are stocked neatly and orderly. The ads you put onto your site should also be neat
and orderly. Mixing in tall banners with short banners and having banners for totally different
products and services can make shopping your site more difficult. For example, if you have a
page about auto loans, you wouldn't want to put a tall auto loan banner right next to a
short casino banner. Instead, put a tall auto insurance banner next to the tall auto loan banner.
As you roam the store, you frequently encounter employess who can help you find items. This goes
back to lessons 3a and 3b. Each page of your site should have a help link to your site map, or you
should have a site search.
Since Wal Mart makes it easy to find an employee to ask for assistance, that leads us to another lesson:
Does you site offer customer service? Can visitors click on a button to ask you questions before they
make a decision? Or do they simply exit your site?
Lesson #7: How many times have you heard announcements in Wal Mart? They frequently
announce specials over their public address system. We are not suggesting that you force visitors
to endure slow loading sound files. But you can make sound an option. To see how you can use
this marketing option, go to www.geocities.com/pulsarmarketing
We have an example there on how you can offer your visitors the option to hear your audible promotion without forcing them to listen and making your pages load slow.
All you have to do is create a wav sound file, and launch it by using a graphic or text link
such as: "Click Here to listen to our promotion".
The personal touch of a person's voice on your site can help increase your conversions. But
don't force the loading of sound files. Instead, use the method we recommend at
the URL below:
www.geocities.com/pulsarmarketing
Another thing you can do to tell your site visitors about specials or new products and services your
site offers, is to offer them a free subscription to your newsletter. Now that we've toured Wal Mart and we're ready to make our purchase, we know our way to the
checkout counter because Wal Mart makes it easy for us. That's lesson #8. Your site needs to make
it easy for visitors to purchase. If you do not provide any of your own products or services and strictly
use affiliate programs, you need to make sure your relevant banners and text links are at the top of the page,
clearly and readily visible, to the people visiting that page.
When we arrive at the checkout counter, besides asking us if we want paper or plastic and if we will
be purchasing with cash or credit, the cashier asks if we found everything we needed. That's lesson
#9. Make sure you offer your site visitors more options when they checkout. And, once again, if you do not
directly sell your own products or services and you strictly use affiliate programs, you can offer your
site visitors two links to click on: One link that opens the offer into a new window so the person may continue
browsing your site after they are done applying or buying from your sponsor, and another link that simply
goes directly to the sponsor in the same window.
Think we're done learning from Wal Mart? No. After we make our purchase, and even after we go home,
there's lesson #10... the return policy. If you sell your own products or services, you need to assure
your visitors that you stand behind what you sell, and make your return policy very clear. If you do
not sell your own products and services, does your site have a way for customers to resolve
problems, or to ask pre-sale questions? If not, you may lose customers to sites that do provide online customer service.
10 things Wal Mart can teach about affiliate marketing was presented by Pulsar Marketing. For more
marketing tips, you can listen to the podcasts at http://www.pulsarmarketing.com/newsletter