30 May, 2013

An introduction to cross-selling and site optimisation

So you launched your first site on the WhiteLabelDating.com platform and now you’re looking for opportunities to further monetise your members. Creating and cross-selling niche sites within your portfolio is a great way to keep members satisfied whilst containing them within your brand, but you also need to closely monitor their success.

Naturally, the more dating sites you have, the more profitable your dating business will be. There are three key networks available to you on the WhiteLabelDating.com platform. We recommend that you launch at least one site on each network. The following networks are available across all 7 territories that WhiteLabelDating.com operate in:

  • Mainstream Dating (General)
  • Mature Dating (40+)
  • Casual Dating

It’s also a good idea to create multiple niche sites within those networks. Acquisition costs for niche dating sites are typically lower, and you will also have the option to cross-sell members between these sites. This means that you aren’t losing members to competitors and their business is essentially free, as you only pay to acquire them once. Some good niches to get started with are:

  • Location based niches (e.g. London Singles)
  • Ethnicity based niches (e.g. Black Singles)
  • Religion based niches (e.g. Christian Singles)
  • Occupation based niches (e.g. Single Teachers)

When your niche dating portfolio is up and running, it’s time to start driving traffic. The Partner Portal Campaign Tracking tool is designed to help you understand the performance of your marketing activity, so that you can optimise your sites to achieve the maximum possible return on investment.

You should monitor your campaigns regularly so that you can continually improve performance. It may be that some traffic sources provide a higher quality of traffic than others or that particular keywords and imagery achieve higher conversions. Analysing this will help you to assess where to increase your spend and where spend is wasted, meaning that you can use your marketing budget in the most cost-effective way.

Whether you're spending money on PPC, affiliate marketing or banner placements, it's essential that you know how well each performs. Whilst most advertising platforms offer tracking to tell you when someone has registered, the WhiteLabelDating.com Campaign Tracking tool allows you to monitor click-to-basic registration and basic registrations-to-full subscribers. You can also measure results by traffic source (e.g. Google), campaign (e.g. Ad Group) and term (e.g. Keyword).

Take a look at the following documents in the Partner Portal resource centre to find out how to use the Campaign Tracking tool:

- How to measure traffic from Google.

- How to measure traffic from Yahoo.

- How to create URLs for tracking.

Information on how to implement Campaign Tracking can be found in the resources section of the Partner Portal. This is an opportunity not to be wasted, and one that could significantly increase your ROI.

Be sure to check in with our blog next week when we’ll be telling you how to optimise your marketing campaigns from your findings in the Campaign Tracking tool.

Gary Taylor, Senior Partner Manager @ WhiteLabelDating.com

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