A common theme with database-driven websites is the way they produce web page URLs. Typically the dynamic URL includes a question mark '?' along with what's referred-to in the industry as name-value pairs. These name-value pairs tell the website logic to present information to the visitor based on the information provided by the name-value pairs. Here is an example of a dynamic URL:
http://www.somesite.com/page.asp?itemid6
This URL tells the website logic to use the template for 'page.asp' and use as the content for the page the information stored in the database with the 'itemid' of number '6'. The information on the page can completely change, say, if the 'itemid' were changed to another number that references a different 'itemid' in the database.
Some URL's are longer, that is they contain more name-value pairs. Additional name-value pairs can tell the website logic to display information in even more ways based on user input. Here is an example of a URL that has multiple name-value pairs (note, additional name-value pairs after the '?' are separated by an ampersand '&'):
http://www.somesite.com/page.asp?itemid6&submitgetrecord&recordid35
For webmasters and IT staff this works very well. There are very few 'real files' to manage as the database-driven website produces an unlimited number of pages for website visitors with only a few template files. However, marketers may find this a stumbling block when wanting to promote specific information in the website.
Let's say for example a marketer wanted to promote the above URL on a postcard. The idea would be to tell a target audience about specific information and track the results. If the marketer were to simply post the URL exactly, a couple of things would happen:
1. The response rate would drop due to the fact that the URL is cumbersome and may turn potential respondents 'off' by having to type-in and/or remember such a long URL, and
2. The marketer loses the ability to identify which portion of the 'website traffic' to that URL was a result of website visitors already on the site or from the postcard campaign.
The solution would be to create simplified URL that 'points' to the destination URL. For example, a simplified URL could be something like this:
http://www.somesite.com/promotion
We'll call this an 'eMarketing-Friendly URL'. This article, for example, can be accessed at: http://www.cowellemarketing.com/emarketing-friendly. This eMarketing-Friendly URL is easy to remember and quick to type-in to a web browser. In addition to these benefits, the marketer is also able to track 'website traffic' to this URL by using website traffic analysis tools such as WebTrends. For more information on such tools, simply type-in 'website traffic analysis' in your favorite search engine and you should find many options.
How do you implement an eMarketing-Friendly URL?
There are a couple of ways to implement eMarketing-Friendly URL's. Depending on your level of knowledge with web coding and access to your website server, the first may or may not be an option for you. The second option is to use an eMarketing-Friendly URL's application that allows a non-technical marketer the ability to easily designate eMarketing-Friendly URL's and where they should 'point' to.
Option One
First, access your website server either directly or via an FTP program. Under the 'root' or 'main' folder of your website, create a directory with the simplified name you intend to promote. In the example above, you would create a directory called, 'promotion'.
Second, using an HTML editor or basic text editor such as 'Notepad', create an HTML file with the following code:
<html>
<head>
<meta http-equiv"refresh" content"0;URLhttp://www.somesite.com/page.asp?itemid567">
</head>
<body>
</body>
</html>
Replace the URL in the code above with the URL of the page you want to 'point' to. Save this page as index.html, being careful not to overwrite existing files you may have with that same name.
Next, transfer this file to the directory you created in the first step and you're done. Be sure to test the new URL and make sure that it transfers you to the desired URL. After you verify this works you may begin using the simplified URL in your promotional materials. Be sure to monitor the traffic to this eMarketing-Friendly URL with a website traffic analysis tool, as you will want to know if your campaign is making or losing money.
Option Two
If you are a non-technical marketer or simply do not have time or access to the website server, then you may want to consider an eMarketing-Friendly URL application. An eMarketing-Friendly URL application will allow you the ability to do the following:
1. Designate your eMarketing-Friendly URL
2. Designate the desired URL
3. Decide whether or not you want the eMarketing-Friendly URL to remain in the address bar of the browser or simply 'bounce' to the new location.
4. Create as many eMarketing-Friendly URL's as you would like without involving a technical resource.
Some of the benefits of an eMarketing-Friendly URL application are:
1. Save time by doing it yourself. Eliminate the time it takes to initiate the request to your technical resource and wait for them to complete the request.
2. Save time by making adjustments yourself. If you need a change to an existing eMarketing-Friendly URL you can, again, eliminate the time it takes for you technical resource to receive and accomplish the task.
3. An eMarketing-Friendly URL application will not actually create directories on your website server. Instead the application will bring-in information from your desired page. You will keep your technical resource happy by not 'cluttering' the website with a bunch of miscellaneous directories.
4. Respond to marketing 'emergencies' at any hour of the day. Create an eMarketing-Friendly URL at any hour of the day and use it immediately in emergency print-runs, etc.
About the Author
Frank Cowell is a Certified eMarketer (as certified by the International eMarketing Association) and President of Cowell eMarketing. Cowell eMarketing provides website and eCommerce solutions, eMail Marketing services and Search Engine Marketing services.