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How to Tie ROI to Marketing With Mouseflow


In the past, companies would run ads in newspapers and on billboards while trying to measure revenue via phone calls and mentions. With digital marketing, we no longer have to guess or assume because we have real information and data points to know what works.

By collecting information with tools like Mouseflow, you can grow and scale your revenue without having to guess or make assumptions. This makes it easier to be successful whether you're a newcomer or an industry veteran to online marketing.

So, let's talk about a few ways to do this through Affiliate/Influencer Marketing and Pay-Per-Click (PPC) Advertising.

Affiliate Marketing

Your affiliates only get paid when they make a sale (assuming you have a value adding affiliate program). This is why a tool like Mouseflow is a must-have for your company. By measuring where and how an affiliate's audience engages, you can help them maximize their revenue streams which, in turn, makes them more loyal to you.

This means your first priority is to convince the affiliate with that they should install Mouseflow on their own site.

I tested a few different strategies and here's what works best:

  1. Install Mouseflow on your own site and start collecting data.
  2. After a few weeks, download/export heatmaps of your most visited pages and send them to the affiliate. In this email, include details to narrate what they're looking at. You can annotate the screenshots themselves or type up a full document to go along with it. The important thing is to emphasize you're tracking what is or isn't clicked, visible, or engaging. And, this will be important for the next step.
  3. Offer to add their site to your Mouseflow account at no cost (and give them access to the data, too). Even if they only let you add the code to one page, watch the data and send them updates along the way. Keep the focus on the prize: you're after critical data that can help both parties make money.

Next, you'll want to explore different options for what type of placement works best: CPM, CPC, or affiliate links. The heatmaps will tell you which is best.

CPM

If you notice there is little to no engagement (as measured by the movement heatmap and attention heatmap), buy CPM ads. You're paying for 1000 impressions and it's the best way to stretch your dollar when it's hard to engage an audience. This is a broad strategy - you're looking to cast a wide net.

Click Heatmap - Low Engagement

CPC

If you notice there are clicks (as measured by the click heatmap) but there are few conversions (as measured by funnels and form reports), this is a more profitable strategy. Why? It allows you to be more targeted - only paying for actual clicks on ads (not just straight impressions like CPM). The audience shows it clicks on targeted content; you control whether they convert.

Click Heatmap - High Engagement

Affiliate Links

If you notice there is a lot of engagement and clicks (as measured by the movement, attention, and click heatmaps), affiliate links may be the most profitable. The audience is reading the content, so placing affiliate links within the flow of text and images should perform well. The key here is to stay relevant - don't add links for discounted car parts or repairs on a new car buyers' page.

Movement Heatmap - High Engagement

Scroll Heatmap - High Visibility

By using Mouseflow in this manner (before you run ads), you find what converts at a fraction of the cost of buying the ads and waiting to see how they perform (which could be good or bad). In turn, your target will probably want to promote you more because you went out of your way for them. You can read more about how to charge for ad space.

PPC

If you haven't been doing PPC because of how expensive it can be, having keyword data gives you a great starting point. You can use this data to find the perfect affiliates for your niche and work in reverse - building landing pages for each major keyword. But, how can you benefit from using Mouseflow?

Once you add Mouseflow to your landing pages, you can use click, movement, scroll, and attention heatmaps to know what is most interesting to users, where to locate key elements, what's visible (or not), and where they spend their time.

You can start A/B testing different versions of pages to adjust the size, location, and text of key elements. I recommend building 2-3 different versions for each landing page which test the following (based on what you learn from the heatmaps):

  • Headlines
  • Call-to-Action (CTA) Buttons
  • Forms (Number of Fields, Number of Steps, Labels for Fields)
  • Testimonials

Heatmaps

Next, look at your geo heatmap to determine which locations work best. You'll find that, for one reason or another, specific cities, states, and countries outperform the rest. You can use this data to adjust your targeting strategy to focus on what works and eliminate what doesn't. Best of all, you save money because your budget is allocated to the best possible locations.

Geo Heatmap

If you're in a niche where leads and sales matter, having data to make decisions is a must. A tool like Mouseflow is one of the most important things we use in our agency for affiliate marketing. Without the information it provides, we would be stuck with assumptions. Plus, if you use Mouseflow to help another marketer, you build good will and a relationship founded on mutual respect.

So, if you don't already have a Mouseflow account, why not try it today? It's free to sign up and easy to use.

Let us know what you think in the comments below.

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This post is by Adam Riemer at the Adam Reimer Marketing. He has been helping companies, bloggers, and organizations scale their revenue through SEO, affiliate management, and ROI-driven marketing for over a decade. Visit his blog for free advice, tips, and to find out how he can help you grow. Got a question? Please write a comment below or email blog+adamriemer@mouseflow.com.


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