Interesting Reward Site vs ‘Other Traffic’ comparison.
An interesting article from GreasyPalm: (Tabulated data at bottom of post)
Online visitors delivered by reward-based loyalty websites are more valuable to retailers than standard traffic according to recent research.
The research, undertaken by the UK’s largest cashback website GreasyPalm.co.uk, took data from affiliate networks, advertising agencies and retailers direct to analyse the key performance indicators of their incentivised visitors versus non incentivised traffic.
Incentivised visitors were seen to have a much greater propensity to buy than that of their non-incentivised counterparts. Earnings per click* across a variety of brand name retailers was shown to be far increased with Dorothy Perkins seeing a 183% uplift and Comet seeing a 309% uplift.
The strongest evidence for increases in propensity to buy was in the area of online insurance. A leading car insurance brand saw a 512% increase in EPC, GreasyPalm’s incentivised traffic performing at £5.32 per click compared to the average visitor being worth £1.04 per click.
Further beneficial effects of incentivised traffic were demonstrated when looking at data for the average order values across a range of retailers. A well-known High Street clothing retailer shows an average order value of £105.12, compared to £118.16 for GreasyPalm’s incentivised traffic. Similar uplifts in average order value were seen by other well-known websites including a chocolate retailer whose average order values for incentivised traffic show an uplift of 30%.
Marketing Director of GreasyPalm, Neil Durrant comments, “The results of our research show that websites like GreasyPalm direct high value traffic to online retailers and, as such, are an integral part of the marketing mix. Retailers working in conjunction with reward sites tap into loyal and motivated shoppers benefiting immensely from their association.”
“The quality of incentivised traffic is unsurpassed, which explains the growth in the online rewards sector since we started with the UK’s first cashback site in 2003. This growth has caught the attention of traditional media owners for whom we are now building white label solutions. They too can now take advantage of online shopping and the exceptional member value delivered by highly motivated shoppers.”
No doubt this is a very nice piece of news for reward sites, strengthening their position as a keystone of internet marketing.
Though I personally will not be dropping everything to set up a reward site, competition is fierce and like most big ideas the guys that got there first are doing the best (though there is always occasional success from companys who have a different spin on the idea).
So some food for thought there.
