5 replies to this topic

[azs]

I have a perspective client who sells magazine subscriptions through their Web site. They claim they get approximately 300 subscriptions each month. They have agreed to have me optimize their site for in exchange for a commission on the new subscriptions I can generate for them - above and beyond what they average right now.

If I optimize their site and generate many new subscriptions, how can we distinguish the subscriptions I helped generate (through increase search engine exposure) compared to subscriptions they were already getting? Any thoughts?

azs

[Vertster]

Hmmmm... let me think about this one...

I would ask to see proof that they actually are averaging 300 subscriptions per month over the last say... 6 months. If they can't prove that the subscriptions are a direct result of the search engines, or can not provide proof of the sales, I think you should strongly consider renegotiating. They could have given you an inflated figure just to try to get a good deal.

If they can't give you proof, ask for a copy of their web server logs for the last six months. If they can't do this, then you DEFINETLY need to renegotiate.

I would use a tool like Clicktracks, which can seperate sales coming from the search engines and returing/regular visits to the site. Run a back analysis and determine an average number of sales starting from the search engines. THen take this figure and charge the client based on any increase over the past average each month.

I can't think of any other way to delineate new sales resulting from their pages increasing in the rankings. One thing you could do though, is build a seperate affiliate site, and then it would be easy to track any sales through this new site. Of course, then you are an affiliate, and they are not getting better rankings themselves.

[azs]

Thanks for the suggestions. They're good. This particular company already has many other affiliate sites driving traffic to their site - but I assume they're all tracked individually in order to distinguish where new traffic/sales are originating from.

[Vertster]

Well thats a good sign, hopefully they have log files/detailed tracking of their site activity.

[AussieWebmaster]

Okay, if you are being paid for increases in sales from free search results you definitely need to have a verifiable way of checking the number they give you is accurate.
Right now you should put tracking in place as you start. Whatever you use has to track entry and sale. I use KeywordMax and it does the job. You can have the customer sign up for it (or use anything they have etc) they will want to track sales etc anyway.
It is going to take you some time to do the job and also to get it in place, unless you are using paid inclusion for quick turn arounds. Either way give yourself a buffer even of a couple of weeks before implementation if they do not have results you are comfortable agreeing with.
Then you have to use the tracking software. It will help you with the sales coming from free searches and keep everything on the up and up.
If you want to track your efforts for keywords try the link below you do the terms and pages now and you will see where they are and where they have gone (may want to keep this to yourself as sales may just spike for other reasons and you may get credit - you should argue you are adding to branding so an overall increase in sales online could come from placement and viral marketing... suggest a refer a friend link on all product pages if not there already and add those sales to your number)

Okay here is that link to check.
http://www.digitalpo...tools/keywords/

[Matt B]

They have agreed to have me optimize their site for in exchange for a commission on the new subscriptions I can generate for them - above and beyond what they average right now.

Sounds like a difficult proposition. How will you be able to effectively prove any changes in optimization are providing them with new leads over and above what they currently receive?

I would be careful, as this would be very hard to prove from your end, as the owner of the site has any advantage, and could end up getting a lot of your time for free.

Get the agreement in writing and track the past 3-4 months of search-referred traffic and terms, prior to doing any work. Get averages for individual terms, as well as the total amount of referred traffic and where it came from. Work that number into the contract, do not let the "over and above amount" be a verbal agreement.

'course, i'm just naturally skeptical about stuff like this . . . .