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guide two - traffic and optimisation


  • pg 1
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 This guide is not to be reproduced without the authors permission. This guide is not permitted to be shared or
 otherwise illegally distributed. Brands, trademarks, copyright and intellectual property used with no intended
 infringements with-in this guide, these belong to the original authors and owners. I am not associated nor representing
 any of the brands, products, trademarks or organizations mentioned within this guide.

 Although anyone may find the practices, disciplines and understandings in this guide to be useful, it is sold with the
 understanding that author is not engaged in presenting specific professional advice. The information presented herein
 represents the view of the author as of the date of publication. This guide is presented for informational purposes only.
 Due to the rate at which conditions change, the author reserves the right to alter and update his opinions based on
 new conditions. While every attempt has been made to verify the information in this guide, neither the author nor his
 affili-ates/partners assume any responsibility for errors, inaccuracies, or omissions.

 Each person has unique needs and this book cannot take these individual differences into account. Each person should

 engage in a formal program of online marketing education through a certified or otherwise accredited marketing school or

 consultation with a licensed, qualified marketing expert or other competent professional. Any person should seek

 professional consultancy from a qualified marketing expert before practicing the methods described in this guide.

 ACKNOWLEDGEMENTS - had to do something cheesy!
 I would like to thank those who have welcomed me into this industry and helped me on my journey. For the most part I
 work in my pajamas, throughout the nights and from any location with internet access - this industry has given me
 freedom, incredible friendships who continually inspire and encourage me to keep on working harder at business and
 growing as a person in life.

 For this I thank all my former affiliates, current industry friends, clients and contacts - I have been blessed with incred-
 ible people around me and although working at home can be unrelentingly lonely, I am never really alone - someone
 is always hitting me up on chat!


Page 1 - Introduction - What is traffic?

2 - What is traffic continued

Page 3 - Organic / SEO traffic
4 - PPC traffic
5 - Display banner traffic

 Page 6 - Introduction - What is optimization?
7 - Optimization - Increasing conversions
8 - What can be optimized?
9 - Example of how to split-test
10 - Optimization tools
11 - Using landing pages

                         Introduction - what is Traffic?

I am not talking about pollution and jams on the motorway. Traffic stands for website
traffic and it is simply a term to describe the stream of visitors that go to somewhere
on the internet.

Targeted traffic describes an audience that is already interested in the con-tent you
are sending them to.

The term conversion rate will be used sparingly throughout this whole guide and in
simple terms, a conversion is a visitor that performs a specific action, such as
purchasing a product.

Quality of traffic is ultimately the most important piece of the puzzle. Not all traffic
is good traffic.
For example: “You run a website selling skateboards. You find a traffic source that can send you
10,000 visitors a day but the downside is, 100% of the traffic is elderly women who have no interest in
skateboarding. Unsurprisingly none of the traffic is converting into customers because it is the
wrong demographic and completely untargeted.”

Quantity of traffic isn’t the most important factor - however the more visi-tors to
your website, the more customers you ‘potentially’ stand to convert. This is
assuming several key variables:

1) Good traffic source - this is where the traffic comes from. Visitors can come from
paid advertising, social media networks, search engines and other methods. Having
a traffic source that can send you an abundance of targeted traffic is crucial.

2) Good conversion rate is critical - therefore you should seek to optimise where
the traffic goes to (such as your website or landing page). If your conversion rate is
fairly consistent then the results will be fairly consistent too whether you receive
1000 or 100,000 visitors.

How do you get quality traffic? Knowing the audience and sending them targeted
adverts is the best way to get high quality and converting traffic. You need to find a
GOOD balance between Quality and Quantity!

                                  What is traffic?

Traffic comes in many forms and the quality varies. I hope you are keeping up
with the terminologies I am throwing around. You need to get to know different
traffic sources; each have pros and cons.

Traffic can be free (organic traffic) but you get what you pay for. If you want
immediate results then you should get proficient at paid advertising.

High converting pages with high quality traffic will mean you can grow your business

If you find something that works, make the steps to scale up. To scale is to grow and
increase the traffic by any means necessary, one good way is to increase your
budget, assuming you pay for advertising.

Hypothetical example - Goal - Convert visitors to purchase a music album
Advertising Costs
Cost Per Click (You pay each time someone clicks your advert):
£0.25 Advertising Budget: £50

Number of Clicks: 200 visitors (budget divided by CPC)
(Landing Page) Conversion Rate : 25%
Converted visitors who purchased: 50

Cost of Album: £10
Sales: 50 (purchases) x £10 (cost of album) = £500
Profit: £500 (revenue) - £50 (advertising budget) = £450
ROI (Return On Investment): 900%

This campaign was successful. We spent £50 on advertising and generated £500 in revenue,
£450 of that was profit - next steps? Reinvest the profits into more traffic.

Now I have to show you a couple of the different methods of generating traffic. I
recommend testing out all and every method of traffic till you find one that fits you.
              Organic / SEO (Search Engine Optimisation)

Organic traffic is usually the result of having placed your website somewhere that
people will find you - as the word organic suggests, this traffic happens naturally and
varies depending on several factors.

Most commonly organic traffic occurs because of natural positioning on the search
engines through the act of Search Engine Optimisation.

SEO basically means that the search engines such as Google, Bing and Ya-hoo
give your content preference to appear on specific keyword phrases when someone
types it in - in the same way that when you go to Google and search for something,
all of those results are Search Engine Optimised to ap-pear there.

SEO isn’t the only way to get organic traffic. You can also gain traffic through other
organic methods. Marketers have been utilising services such as Twit-ter, Facebook
and most recently Pinterest to gain free traffic.

Organic traffic is free, you don’t have to pay to be listed on Google or other search
engines, so if people find you and visit your website, this means the traffic was free -
potentially unlimited free traffic every day, nice huh?

The downside is, traffic figures can fluctuate because you aren’t in control of how
many users search for your specific keyword phrases. How much or-ganic traffic you
receive depends on a couple of variables such as:

1) Traffic volume - How many people are actively finding/searching for your keywords
2) Your visibility - If you are at the top of Google for certain keywords, you may get the
majority of the search traffic but if you are number 4 on the top 10, this could mean
you only get a handful of the traffic.

Through SEO you can get your website to the top of Google and other search
engines for specific keywords relevant to your business. This can be chal-lenging if
the keyword is competitive (lots of people trying to rank for the same keyword)
but highly rewarding with FREE traffic.
                              PPC - Pay Per Click

This is where you pay the advertising network each time someone clicks on your
advert. This is a scary concept to wrap your head around at first. When I first heard
about PPC I was apprehensive in case thousands of people clicked on my advert
and made me go bust.

Luckily you can set daily, weekly and monthly budgets. There is no danger of going
over your budget because once you hit your cap, your advert is simply not displayed
any more.

Further to this, “what’s to stop uninterested people clicking on my advert?” well,
firstly they have click-fraud protection in place at the larger advertising networks,
which means someone can’t continuously click on your advert or maliciously try and
sabotage your campaign.

Secondly, if your advert is targeted to the right audience by this I mean tar-geting
the right keywords that your potential audience is searching for - the chance of the
traffic being uninterested is reduced (hence the click).

When starting out with online advertising, to get to grips with it I highly recommend
starting with a traffic source in PPC such as Google adwords - theory is great but
actually getting experience is way more valuable.

On the plus side Google often give out free vouchers depending on where you are

Checkout Google Adwords as a great place to start learning PPC:

Get learning about PPC and optimising adverts. You need to learn about quality
scores, lowering click prices, how to bid for clicks and also what to write in your
adverts that will convert visitors - there is a great advertising book called
Cashvertising which helps breakdown sales psychology.

                      Display advertising / Banners

Display advertising is where you display visual adverts (also known as crea-tives) to
your audience. It’s the same concept as PPC except instead of text adverts you can
display graphics instead.

Display advertising requires you to create an advertising banner. The size of these
banners are dependant on the traffic source you are using.

This banner is then displayed on websites - depending on the traffic source you
have control over where your advert is displayed.

Note, the average web user views thousands of adverts a week - every time you
visit a website you are viewing an advert, whether you click on it or not you still
viewed it (even if you didn’t pay any notice).

If you are anything like me you only click on highly relevant adverts that promise
something awesome. Keep that idea in your head whilst I explain about display

To get started with display advertising you should try out Google Display Network
which allows you to create: Text, Image and interactive banners.

You can also try social advertising. This can be a lucrative source of traffic as there
is very sophisticated targeting capabilities on sites like Facebook.

By starting off with paid advertising on Google or Facebook means you will likely be
familiar with bost platforms as an end-user, you already know what these adverts
look like so it’ll help you develop your instincts and skills much quicker than trying to
learn something brand new.

You also need to learn about optimising. This is the art of increasing your results by
extensive analysis of your data. Optimising can make you more profitable.

                    Introduction - What is Optimisation?

By dictionary definition:
‘optimisation - the act of rendering optimal; “the simultaneous optimization of
growth and profitability”; “in an optimization problem we seek values of the variables
that lead to an optimal value of the function that is to be optimised”,’

Optimisation is simply the process of improvement.

Thanks to tracking and analytics tools it is now easier more than ever to measure
the results of online activity. Because we are able to view exactly what is going on
with our websites in terms of who is visiting and who is clicking, we can take this
useful insight and begin to improve the results by making strategic changes.

You can optimise every element and aspect of your website, adverts and online
content. Imagine everything you do online as a tiny piece of a larger overall puzzle.
By measuring each piece you can make changes and conduct tests to see if the
changes have made a positive or negative impact on your results.

Imagine your whole online presence as a garden, it’s a weird analogy but go with it.
Right now that garden is probably over-run with weeds, the plants are rotten and the
garden looks so old you barely know where to start mak-ing it nice again.

By tending to the problems first and clearing out the junk, it starts to look great. You
can now begin taking care of each individual element of the gar-den to make each
aspect the best it can be. The end result? The garden is perfect and optimised.

Optimising can be a drastic change such as a complete re-design of your website or
it can be a small change such as the colour of some text. By mak-ing a series of
changes, you create a very powerful effect everywhere else.

                Optimisation - increasing conversion rates!

Conversion rate is the amount of your audience that completes a certain action. For
example, if you have a primary objective to turn your audience into members of your
website, your conversion rate would be calculated as follows:

Amount of visitors (to the website) / (divided by) Amount of signups =
Conversion Rate (%) ... Or simply: # of visitors / # of actions = conversion rate %
Example: 200 (visitors) / 20 (signups) = 10% (conversion rate)

Establish a base point. Figure out what your current conversion rate is and use
this as a base point - the aim of the game now is to increase this figure. If you do not
know what your websites conversion rate is - setup analytics and measure the
results and using the above calculation you should be able to identify your base

Conversion rate optimisation. The number one reason you are optimising is so
you can increase how many of your audience become customers or use your
service or business. If you are paying for visitors to your website through
advertising, by optimising you can increase the ROI (return on investment) of your
adverts, it can lower the overall costs and you know that if you spend X you will get
Y back.

Brief introduction to testing. The word testing might throw you but don’t be
alarmed - testing doesn’t require you to be a hardcore data analyst, it is the process
in which you compare results. I will be talking about “A/B”/”Split Testing” later but I
just wanted to plant a seed for now. To conduct a test we simply create multiple
versions of an object and compare the results. Here is a basic example:

Headline 1 “Get great sandwiches made with real ham and fresh cheese.” 10 people bought.
Headline 2 “Delicious, fresh, hand-made to order sandwiches available.” 20 people bought.

The example results indicate that “headline 2” outperformed “headline 1” -
imagine what results you could be achieving by testing your stuff?

                           What can be optimised?

Text. Content. Copywriting. Fonts. Banners. Colours. Images. Textures.
Vectors. Buttons. Webpages. Everything can be optimised. Everything.

Text should be impactful, to the point and engaging. Write for your audi-ence - don’t
be afraid to write informally, your job is to convert visitors to customers.

Being passive or too wordy will decrease your conversion rate. To get some good
insight into psychology check out “Cashvertising” as stated earlier.

Copywriting is an art and you should take the time to study it. The better your text
the more conversions and the more profit you make.

If you are struggling with the copywriting or simply do not have enough time to do it
yourself, you should look to outsource the work to workers who can write compelling

Professional, clean and eye-catching designs can increase your brand and trust.
Websites need to be optimised in order to maximise conversions. Op-timised
designs can be tested and measured.

                                  How to optimise?
If optimisation is simply the process of improvement - how on earth do you actually
go about optimising? Well you can either go ahead and make chang-es to your
design or text and hope for the best. The more reliable method is to conduct some

I briefly introduced you to the idea of testing one version of something against
another. In online marketing this is commonly known as: “A/B Test-ing”, “Split
Testing” or “Multivariate Testing”. I will refer to it as “Split Test-ing” for the duration of
this passage. It sounds complicated but you do not need to be a data analyst to
conduct a test.

                     Example of how you can test:

1) Create a duplicate of an original. Such as a banner or headline.
2) Change one aspect of the duplicate to test against. Such as the colour.
3) Using optimisation tools (covered in a minute) send 50% of the visitors to
version one (original) and 50% of the visitors to version two (duplicate).
4) Analyse and compare the difference in the results.

If the duplicate with the different colour won in the example then you should now
look to create a duplicate of the winning version but this time change something
different such as the layout. Again, follow the same steps and continually test
different elements. The tests do not need to be dramatic changes.

                            Example of split-testing:

The following is a hypothetical and very basic example of split-testing. I tested the
same button on the same page but made changes only to the col-our. The blue
button is the original and I tested it against the red.


   9% Conversion Rate                                     5% Conversion Rate

                               Optimisation tools

I am going to show you some tools that will help you analyse and conduct split tests.
Unless stated, these tools are free and I will link you to some awe-some
videos/tutorials to help you get to grips with them.

If you are just getting started, don’t be discouraged - it may seem very tech-nical
and potentially overwhelming but that is because it is a new world - everybody has
to start somewhere. I remember when I first looked at these tools for the very first
time and sat completely silent with no clue what or how to proceed.

So let me introduce the tools to you - please know that this is an introduc-tion and
not an instruction on how to use them:

1) Bevo Media - The most beginner friendly platform for affiliates.
Get it at:
This is an amazing tour of the Bevo platform and probably one of the best product
introduction videos I have ever viewed, you will learn a ton from this video, it
illustrates everything perfectly:

2) Google Web Optimiser - Great for split-testing!
Get it at:
Some tutorials:

also check out:
Prosper202 - Great platform but a little confusing as a beginner.
Get it at:

Google Analytics - Great for tracking traffic in general including SEO.
Get it at:

                                     Using Landing Pages

Landing pages are standalone website pages built with a specific purpose or goal.
The most common uses for landing pages are similar to those of a CPA campaign -
results. Which can include Signups, downloads, purchases etc.

Rather than direct visitors to a broad function homepage, the purpose of a landing
page is to send the visitor to a targeted page with a purpose.

Here is a great example of a landing page:

Landing pages should be simple, clear and concise. Design wise you should not clutter the
page but be sure to make multiple tests (split testing coming into play once more) - this will
ensure you are getting the most out of your designs.

If you can’t design or code, I wrote a guide available from the same place you got this.

Looking for inspiration or extra optimisation tips? Check out “” and: - Landing page breakdown - creating killer landing pages. - Hottest hours and days of the week for conversions. - Ultimate guide to a/b testing.

Connect With Corey Bornmann
Facebook - Join our AffPortal group on Facebook and get into the conversation


YouTube - Subscribe on YouTube for our step by step free videos


InstaGram - Follow me on InstaGram and don't miss an update.



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