Walk through an in-depth website review with a professional Internet Marketer and apply some of these same tips to your own sites for an increase in both traffic and conversion rates...
This review is for HeadphoneDeals.org, a micro-niched product-based affiliate site owned by Matthew Scarlett. The site features headphone reviews, product information, online shopping and a discussion forum. It is powered by WordPress and phpBB, and has been online for around 5 months...
Matthew left a comment here on ClickNewz regarding niches and competition, which I decided to respond to with an in-depth website review.
When I clicked through to HeadphoneDeals.org, I was impressed. Matthew has put together an interactive website that is micro-niched to a specific line of products (headphones) and focuses on reviews and information for specific models.
As I surfed through the site I came up with several ideas and tips. I'll share those here, along with my response to the points he raised in his comment. The site (HeadphoneDeals.org) is an excellent example of micro-niche marketing, and has a very impressive start on the web...
Matthew wrote:
"The only unfortunate technique that I’ve tried and failed, was email sign ups. After over 2 months of trying my best to promote email sign ups, I had a grand total of ‘0′. So I called it a day for email sign ups.I understand the importance of email sign ups, but if it’s not working, it’s not working. There’s more than one way to skin a cat!"
The first question I have is how many unique visitors you get per month, and how you promoted the mailing list. 2 months is a relatively short time to run a test, particularly if the site is new.
That said, when I looked over your site I got a better picture of your target market. I would guess that the majority of your visitors are in their final buying decision phase, searching for reviews of specific product models.
Headphones are also usually a one-time purchase, so you would have to come up with a different angle (besides reviews) as a 'hook' to encourage email sign-ups.
I see that you've done that with the addition of a discussion forum, which I assume is your "other way to skin the cat". You will of course build a database of registered members, which you can mass email through the phpBB admin panel.
One idea for building a mailing list would be to offer coupon codes on electronics & computer equipment. That would certainly encourage sign-ups! Another idea is to offer a monthly giveaway.
Both can easily be tied into affiliate promotions of course.
The idea is to offer something your visitors want and need, and make them an offer they would be (feel) foolish to pass up. Building a mailing list doesnt mean that you'll have to write up a lengthy newsletter each month. It could be as simple as "the weekly deal" or the "deal of the month" and could be as short as 1-2 paragraphs.
If you use Aweber to manage your mailing list, you could automate the entire process. They have an option called Blog Broadcast (which used to be called Feed Broadcaster) which will email blog entries out to your subscribers. You could set up a new category on your blog for the weekly or monthly deal, and when you publish it to your blog it will also go out by email at the same time. Easy! 😉
Matthew wrote:
"For specific products, I know that I’m the only person giving any in depth review, that makes me unique. Regardless of the fact the product are fairly low key, I’m still the main source of info for those products."
This is an excellent Unique Selling Position (USP) and also an excellent example of using the Long Tail Method of keyword targeting. Long Tail keywords are 3 to 4-word phrases which are very, very specific to whatever you are promoting or selling (learn more).
An example in your case would be "sennheiser wireless headphones" instead of just "headphones". And when you look at that more definitive phrase, you see these related searches:
45 wireless headphones sennheiser
44 sennheiser wireless headphones
8 sennheiser rs110 wireless stereo headphones rb
7 sennheiser rs130 rs-130 wireless stereo headphones
5 refurbished sennheiser rs 140 wireless headphones
5 sennheiser rs 140 wireless balanced headphones
5 sennheiser rs 65 wireless headphones
5 sennheiser rs-130 wireless headphones
3 refurbished sennheiser wireless headphones
3 sennheiser 900 mhz wireless headphones
3 sennheiser rf wireless headphones
3 sennheiser rs 120 wireless headphones best price australia
3 sennheiser rs 45 wireless rf headphones
3 sennheiser rs100 openaire wireless headphones
3 sennheiser tr110 wireless headphones
Source: WordTracker's Free Keyword Tool
The concept is simple. While these keyword phrases have less searches, they drive more combined traffic. They are easy to rank well for in the major search engines, so they give you more overall exposure. These longer phrases are also much more targeted, and so result in higher conversion rates.
This method basically gives you unlimited angles to reach your target market, and very broad coverage in the major search engines.
HeadphoneDeals.org is doing a great job of micro-targeting within its niche, and has huge potential to attract hordes of traffic and crank out high profits in daily sales.
In addition to adding a weekly or monthly special and/or giveaway to build a huge database of targeted readers, I have a few more profit-generating ideas to share. I'll start from the main page...
The initial load time is a bit slow - and I am using a brand new computer (dual core processor) on broadband DSL connection. I ran it through NetMechanic and the main issues seem to be the size of the main page, and the size of these two images: pioneer-se-e55.jpg and grado-sr80-at-ebay.JPG
You can see the NetMechanic Results online for the next 48 hours, or run it again yourself.
In addition to optimizing your images for both display size and file size, I would recommend a smaller header graphic. Your current header is taking up a lot of space at the top of the page, pushing the valuable content down the page and causing visitors to scroll. The current header has no real purpose or objective, but before you make changes consider this...
Niche Branding
Your website's Title, Tagline and Header Graphic are 3 elements that will immediately brand you - they are your "first impression" with each website visitor.
HeadphoneDeals.org is a great (definitive) domain name. In addition I would recommend that you brand yourself as "The Headphone Guy". Create an About or Contact page also, as visitors love to know the person behind the website. It helps to build trust and credibility with your target market.
Next, create a header graphic that also defines your websites purpose - perhaps including a photo of you in headphones, or several popular headsets, etc. For the title and tagline you might consider something along these lines:
The #1 Source for Headphone Reviews
Headphone Deals, Savings and News from The Headphone Guy
The phrase Headphone Reviews gets 89 searches a day, so you definitely want to include that in your site title 😉
I have two more tips for you, and both are related to the individual blog posts or reviews that you add to your site...
Use Keyword-Rich Catchy Titles For Each Post
You are already using the product name and model number in most of your titles, which is great, but the more detail you include the better. And writing it in such a way that it will pique curiosity from the search results will help in your click through rate.
I'm looking at the post titled "The new ‘Fake Headphones’ page" as an example. The title of your post shows up in the search engines as the clickable link, so you want to use a little 'copywriting' here in addition to your keywords. I might have titled it "Fake Headphones - Are Yours The Real Deal??" or "Fake Headphones: Watch Out For Fraud!"
Another post on your main page is titled "Free Pioneer SE-E55". The keyword phrase free headphones gets daily searches, so I would definitely include that in your title. You also want to take every opportunity to use the word "headphones" or "review" in your post titles as well - to help with overall site optimization and theming.
In the case of that post, I might suggest a title like "Free Pioneer Headphones - Get Yours Today!". The phrase pioneer headphones gets 44 searches a day, so with that title you are combining 2 keyword phrases.
Include A Strong Call-To-Action On Every Page
In the example above, on the Free Pioneer SE-E55 page, the only call-to-action is to "check out this thread". When I click that link it takes me to a thread titled "iRiver Clix2 Music Video Player, Any Good?" It doesnt appear to be related at all, and even if a visitor scanned all the way to the bottom of the page (I did)... there is nothing there about the free headphones. This gets an immediate Back Button Response.
Right there, on the original blog post about the free headphones, while you have your visitors attention and interest... present the call to action. Make it obvious, and make it direct - removing all guesswork and confusion, and leading them straight to the point.
That alone will increase your conversion rate dramatically.
💡 Edit the Page Titles to take out the domain name and other extra words, so that the post title becomes the page title. You should also use a descriptive keyword phrase in the Title tag of the main page. This will bring in much more search engine traffic.
The Title tag for your main page currently says "www.headphonedeals.org". Decide which phrase you want to optimize your site for (specifically, the main page) and use that phrase in the Title instead. This will be a more general phrase of course, and I would suggest "Headphone Reviews" since that is what your site offers most.
Best,
If you would like to have your website reviewed, post a request in the Website Reviews section at the SSWT Discussion Forum.
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Learn how to create your own product-based affiliate sites, using WordPress and Datafeeds. See: Creating Product-Based Affiliate Sites.
About Lynn Terry
Thanks for your tips Lynn, I'm sorting out each problem one by one. But at the moment, I've got to write a paper that has to be in on Friday.
I get on average between 100-150 visits per day. That isn't very many I know, but if you look at the site, I'm targeting unknown headphones from manufacturers as CrossRoads Mylar, Equation Audio and Kossart, rather than well know headphone manufacturers such as Sennheiser and Bose, although I have over 15 pair of Sennheisers and have (currently only) one pair of Bose.
As someone who loves (loud) music, and no lectures on how it'll affect my hearing please, I've always had more than one pair of headphones. When I brought a pair of Ultrasone Proline 750 headphones, it was by a Google search accident, that I found that I could save around £50 ($100).
I felt it was my duty, to bring such savings to the masses, but as everyone who starts a website knows, there are mistakes.
I started with headphonedeals.com which ended up being hopelessly unfocused, and because of a previous mistake between wordpress.org and wodpress.com, the headphonedeals.com URL was banned. So when I'd finally worked out how to use wordpress, i couldn't transfer all my hard work over, so I started headphonedeals.org.
And yes, I made a few mistakes again. I feel that I've spread myself out too thin again. Thankfully my wife (behind every so called great man and all that) has come up with a great idea that I'm going to work on.
She suggested that for one month, I concentrate on one pair of headphones, which I think is a great idea.
Remember it's all about testing, and so this month i'm going to do what i felt i should have done int the first place.
I'm no techy when it comes to web design, but that's where the beauty of programs like wordpress and phpbb come in. You can find flash videos on how to install wordpress, and there are plenty of people that'll help you learn about wordpress functions. In addition, wordpress has it's own support forum, which is very handy.
I'm in the process of asking more companies to sponsor me, by allowing me to test their headphones. But with my commitments to my art and design degree course, and screaming at solicitors to push the new house move through, my time (like most people) is at a premium.
I guess Lynn, I've been a bit naughty, because I do know about many fo the resources and techniques that you've suggested, but I haven't acted on them (slap wrist).
I love 'Influence' by Robert Cialdini, but I haven't RE-READ it in a long time.
Of course, I don't everything, and so I thank you for your review and advice, but I'd be better off with a slap on the wrists.
I understand the Keywords and key phrases, and to start of with I used them, but quickly realised that it wasn't how people were finding my site. For example, here are recent searches.
bose on-ear vs. Sennheiser HD280 Pro
Elecom EHP-OH700 Foldable Headphones
headphone replacement parts
Bose Triport vs. Triport
Skullcandy
New Audio Technica ATH-SQ5
Koss Portapro vs Sennheiser PX100
audio technica w1000 review
compare koss porta pro and Bang & Olufs
portapro px100 rock
reviews ultrasone icans igrado
Mylars X3
"px100" portapro
grado koss akg
sennheiser PX40 review
vibe earphone vs bose
white headphone
sennheiser retail outlets
Crossroads Mylar
Koss PortaPro vs Sennheiser PX100
ex81 vs cx300
fake audio technica
crossroads mylar
super.fi 5 pro vs v-moda vibe
vibe vs bose
HP-F100 review
Audio-Technica ATH-SQ5 reviews
skullcandy
Maybe I need another slap on the wrist for saying that Lynn, but as you can see 50% of my searches are for for headphone comparisons, not just reviews.
Like I said, maybe I do need to lean more on specific keyword phrases, instead of reacting to the sway of other influences.
I'm not sure about anyone else's niche, but in isolation a product might look good. For example we could compare on IM A's ebook, and write a good review. On it's own that might be valid, but how does the ebook compare to IM B?
When I buy headphones, i don't want to know how they sound, I want to know how they compare to a pair of Bose or Sennheisers headphones. Is there more bass, is the sound staging better, are they more comfortable. If I'm going to spend £500 on a pair of headphones (which I have done many times) I want to know if The AKG K701 headphones are going to better in any way to the Sennheiser HD601 headphones.
So, in my reviews, you'll notice I try and include a rival pair of headphones and putting up an affiliate link to all headphones of course.
As I participate in a few headphone forums, this is the kind of question I see. "I have X amount of money, are headphones A better than Headphones B?"
not just
Tell me about headphones A.
Anyway, I'm going to put your suggestions into practice, I'm going to concentrate a bit more on keyword Phrases as given in your worktracker link. I used to use the overture free keyword toll, which isn't avaible any more of course. I started to used the keyword searches on 'nichebot' but of course, I need to get my self in gear and start using the techniques I know I should be using.
Lynn,
You've out done yourself. What a great review you've done for Matthew. What a lucky fellow. I don't understand all the details of what you suggested, like with the email sign up. I offer a newsletter(weekly), but am not sure what to offer as an incentive to sign up. I want to offer quality of course. I was thinking to do a free report 5-10 pages. I haven't figured out how to use coupons yet. But anyway, Fantastic review. Great going, Lynn.
You're referring to a newsletter for your pet site, right Karen? If so, you can usually get coupon codes and special offers from the affiliate managers of the programs you promote. Otherwise a report, a tip sheet or other incentive generally works well. Thanks for the comments too! You are welcome to post in the Newsletters/Ezines section of the SSWT Forum if you'd like to brainstorm that further...
Matthew,
You've given ME some things to think about, so a great fair trade it was! I love your idea about comparison reviews - excellent tip.
You've done a wonderful job with your site. It has so much potential. Congrats with the progress you've made with it already!
Hi, Lynn:
This was a very informative review. Thanks for sharing the info. You always have such useful ideas to share. It is one of the reason I keep checking back here.
I hope you get feeling better.
Regards,
Mike
Thank you, Mike 😀
I LOVE this review. Now, if I had the courage to have you do one of my site 🙂 It seriously is great and in the process of reading it, I actually wrote down some of the tips. Thanks Lynn!
Glad you enjoyed it. You should post one of your sites for review at the forum for some good objective feedback 😉
I've just realised your a day older than me Lynn!
My question is, that when it comes to SEO, is there any difference between using capitals and lower case letters?
Cool - So your bday is June 8th, then?
And no, keywords are not case-sensitive. The search engine results are the same for uppercase or lowercase versions.
File names, however, are case sensitive, and should always be created in lower case. If you capitalize file names, or any part of them (ex: mydomain.com/FileName.html instead of mydomain.com/filename.html) then the link wont work if someone types it any other way. If you create it in all lowercase, it will work even if someone has caps lock on.
But back to your question, no - keywords are not case sensitive.
Hope that helps 🙂
yep, 8th of June, born at home!
thanks for your answer once again.
Most welcome 😉
Lynn, this was a valuable in depth review. As a copywriter I love to see this type of stuff to get a feel for how others do website reviews.
It was very informative and really you gave away a lot of valuable information.
Thanks for the post it was great.
Jay
I didnt know headphone deals even existed. I need a set of headphone to listen to my greek music. I am off to check it out, thanks.
Hi there. I ran across your site by mistake and was happy that I looked a bit. My brother and I have started doing a ton of research for finding the hottest news trends and results about where to find them. Anyways, thanks for the scoop - excited I found this site and will definitely utilize.
This is another great example of how focusing on your own specific niche can work for you . Who would have thought you could make it only selling and reviewing headphones? Yet we all use them.