24 April, 2015

Monetise your non-converting traffic with cross-selling

Cross-selling (or cross-registration) is a good way to offer your existing members a targeted alternative site,  giving them a second opportunity to convert while remaining within your portfolio.

What is cross-selling?

Cross-selling is the practice of creating new niche sites under one brand umbrella. This gives your members more opportunities to find a suitable site for them, meaning they’re more likely to upgrade. For example, if your brand is JustSingles.com, you might create JustSeniorSingles.com, JustParentSingles.com and JustGingerSingles.com to cross-sell between.

The benefits

Higher lifetime value
By offering members a more tailored niche dating service, it’s likely that they’ll have a higher propensity to convert. What’s more, if they’re using a service that’s more relevant to them; for example, a 60 year old using a 60+ dating site; they’re more likely to engage with the site and remain a member for longer. This will subsequently increase their lifetime value.

Better return on investment
Because you’ve already paid to acquire these members once, cross-registering members within your portfolio is free! That means you could see a much lowered blended cost-per lead (CPL), boosting your overall revenue.

Cross-selling opportunities
There are hundreds of niches available on the White Label Dating network, meaning there are plenty of opportunities to create multiple sites for the purpose of cross-selling members within your portfolio. Niches with proven success rates include:

  • Mature/senior
  • Single parent
  • Professional
  • Casual

How to get started with cross-selling

First you’ll need to create your new sites to cross-sell between. Think about setting up sites in the popular niche categories listed above. It’s also a good idea to discuss what kind of sites would work for your audience with the Partner team too.

To promote your niche sites, you’ll need to create a cross-sell campaign. This will come be a banner advert that will appear in all email communications that go to members of your sites, as well as appearing within the application.

To set this up, you’ll need to design banner ads for the sites you want to promote. In your ad, make a point of demonstrating the USPs of the new niche site to pique potential members’ interest.

Site footer banners need to be 460 pixels (width) by between 120-150 pixels (height). This will allow space for two separate banners to sit side-by-side at the bottom of a site. For email footers, banner the dimensions need to be 360 pixels (width) by 120-150 pixels (height).

When you’ve created your banner, send it to a member of the partner team. For more details about what makes a great cross-sell banner strategy, click here.

The team will then set this to appear within the application at either the head of the page or so that it sits vertically along the side of the page. We’ll then set this banner to appear to members who failed to convert within a given timeframe. When the banner is live, you can track its performance using the Campaign Tracking tool in the Partner Portal to measure its effectiveness.

If you have any questions, please get in touch with the Partner team today.

Tamsin Boughey, Partner Manager at White Label Dating®

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