A case study on how you can make tagging work on an e-commerce website

I just read an amazingly cool case study on Marketing Sherpa about tagging and its use in affiliate marketing for an e-commerce company. Cafepress uses tagging to create an organic categorization for its merchandise (when shop owners create products they tag them as they see fit), and then lets its affiliates use custom product banners generated dynamically based on the tags the affiliate specifies for that post / site. As the case study mentions, this is long tail at its best: because cafepress sells products in every conceivable niche on the planet (the critical mass is very important!), this approach leverages the availability of products for even the wildest topics around the internet, resulting in much more relevant advertising than a simple “Sports” or “Apparel” cartegory banner, and much more easy to use for affiliates than handpicking products each time a post / new page is made.

And it works. These ads “get 23% higher clickthrough rates than traditional banners and those clicks convert 12% better than other banner clicks.” Yay for tagging!

See the case study (free acccess for a couple of days only):
MarketingSherpa > Results from CafePress.com Tagging Test — Clicks & Conversions Increase

Leave a Comment