Online visitors delivered by reward-based loyalty websites are more valuable to retailers than standard traffic, according to recent research undertaken by the UK’s largest cashback Web site, GreasyPalm.
GreasyPalm took data from affiliate networks, advertising agencies, and retailers direct to analyze the key performance indicators of their incentivized visitors versus non incentivized traffic.
According to the data, incentivized visitors were seen to have a much greater propensity to buy than that of their non-incentivized 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 of increased conversions from incentivized visitors was in the area of online insurance. A leading car insurance brand saw a 512% increase in EPC, GreasyPalm’s incentivized traffic performing at Â£5.32 per click compared to the average visitor being worth Â£1.04 per click.
Further beneficial effects of incentivized traffic were demonstrated when looking at data for the average order values across a range of retailers (see chart below).
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 incentivized 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.”
More information on GreasyPalm at http://greasypalm.co.uk/.