But converting readers into customers is the next goal for The Next Web, an online tech magazine that has 6.6 million unique monthly visitors.
For the past three months, the company has been using StackCommerce to power its e-commerce store, called TNW Deals, which features a huge variety of products, including drones, mobile chargers, and boxed sets of whiskey. In other words: “The coolest things we can find,” said Rey Caacbay, senior business development manager.
The site now drives 10% of The Next Web’s total revenue.
Pairing content and commerce has unlocked data that The Next Web applies in other areas of the business, including advertising. For example, shopper data is a valuable asset for advertisers interested in buying sponsored posts. And blog posts and social media updates highlight products, which the site curates to ensure they align with audience interests.
“We can show our customers the information we’re getting from the e-commerce side, the conversion rate, how our audience interacts with the deals,” Caacbay said. “Now we have the numbers to back up the fact that our audience is creative and entrepreneurial, and buys a lot of e-learning items.”
Advertisers can participate in The Next Web articles in one of three ways: underwriting an article, sponsoring posts that mention their brand, and performance posts, which are designed to sell products.
“Because of TNW Deals, we have the data to give back to [advertisers] so they can build a performance model,” said Juan Buis, partnerships manager. “We can actually show them what we expect in terms of CTR or conversion rate.” (more…)