Don’t Leave Money On The Table: Focus on Mobile

April 15th 2014 | by Scott Parent in eBay Buzz, Industry News, Tools: API & Feeds, Tools: Links, Banners & Widgets, US News

ebayMobile

It’s no surprise that smartphone use has been rapidly climbing over the past few years, with about a quarter of the global population now owning at least one mobile device (source). And mobile ecommerce is following the same trajectory, with 22 percent of web traffic and 18 percent of ecommerce sales now delivered through mobile devices (source).

So how can affiliate marketers tap into this growing market? By developing a mobile strategy that enables you to deliver a seamless experience across any device, you’ll be more likely to increase reach and conversions, thus increasing your affiliate earnings. Here are a few top ways to appeal to on-the-go shoppers.

Partner with a leader in mobile commerce

With more than $22 billion in mobile commerce volume in 2013, eBay delivers great experiences anywhere, anytime. In fact, users accessed listings via mobile devices in 40 percent of gross merchandise volume in the fourth quarter of 2013.

Many of our partners understand the value of mobile – in fact, 22 percent of respondents to our recent survey indicated that mobile was the single most important factor in their 2014 growth strategy. Many of our publishers have sites that appeal to Fashion, Tech, Collectibles or Motors enthusiasts, which is good news for mobile initiatives: these eBay categories have been proven to perform the best via mobile.  If you’re not yet looking into capturing additional revenue from mobile users, there’s no better time to start than now.

Deliver a mobile web experience

Mobile devices continue to see increased click-through rates, so once your audience arrives at your destination, make sure you’re offering them a welcoming experience. The good news is that according to our mobile survey, 57 percent of ePN publishers have already taken steps toward capturing mobile affiliate sales by creating a mobile-optimized site, and 29 percent of those without a mobile site plan to implement a solution within the next six months.

Determine which solution will work best for you and your visitors by weighing the options: a dedicated mobile site or a responsive overall site design. A dedicated mobile site is essentially a copy of your website, which delivers an optimized page and navigation that’s fit for mobile devices. This option creates a unique experience for mobile users, and can be more cost effective and easier to implement. On the other hand, responsive design is more flexible and adaptive, automatically adjusting displays based on mobile specs. It also doesn’t require you to introduce an additional domain.

Implement ePN tools

There are several ways you can capture additional revenue by directing your mobile visitors to eBay, with the help of ePN tools. Based on our survey, text links are the most commonly used, with more than half (51%) of mobile strategies deploying this tool. Other popular methods include using the product feed (33%), HTML custom banners (27%) or the API (23%) – or all of these tools (15%) for a comprehensive mix.

Analyze your results

By using the information in the Transaction Download Report, you can see how your efforts are paying off as you focus on driving more mobile traffic to eBay. You can filter the Transaction Download Report to show your level of mobile traffic, enabling you to evaluate which campaigns are driving the most mobile revenue. This data can help you further refine and optimize your ePN campaigns.

As technology, mobile ecommerce and the affiliate marketing industry continue to evolve, tuned-in marketers taking advantage of mobile capabilities will be able to find even more opportunities to drive traffic and increase earnings. Stay tuned for more info on ePN mobile opportunities, and let us know what you’re doing to capture this additional revenue stream in the comments below.