Coordinate design with merchant's landing page?

Trying not to confuse visitors

[Curiosity]

Is it necessary to coordinate your own page's design--at least in simple elements like color scheme--with the merchant's landing page? It seems to me that it would be necessary to avoid confusing visitors, but not everyone seems to care. Or do visitors simply not notice or care that they're buying from a different company than they started with?

[hannamyluv]

The sites I have the best match the merchant's site also convert the best. I puposely try to "trick" visitors into transitioning to the merchant's site. For example, all of my thumbnail images are links to the merchant's site while the text below the image is to my site.

If the two sites are close enough, I honestly don't think most people notice. I think it spooks them more when the site's are different because they don't understand what is going on.

[graywolf]

Depends on the angle you are going for. A PPC campaign definitely does better when it looks like the merchant. If you're doing a "review" site looking more independant can make you seem more believable. The "artwork" has to compliment the "story" you are trying to sell.

[CernyM]

If the two sites are close enough, I honestly don't think most people notice. I think it spooks them more when the site's are different because they don't understand what is going on.

Most definitely. Indeed, a sizable number of people who visit your site probably think they are somewhere else entirely.

Our PPC adwords show up at or near the top of the list when people search on one of our competitors names. Well, I should say "ex-competitor" since they went out of business a while back. I get 3-4 calls a week on our 800 number from people on our site who think they are on the site of the defunct company. Our name is completely different, our logo is completely different, and our site looks nothing like the old materials from the other company - but that still doesn't deter their bafflement.

[suzyvirtual]

any situations, although I have found it surprisingly unnecessary in many situations.
I just watched the movie "The Yes Men" last night, which aside from being a pretty interesting flick, gives a compelling argument that if a webpage "looks" right, most people won't notice that they aren't where they think they are.

[Curiosity]

Thanks for all your replies!

I'm definitely trying to make the visitor think they're on the same site, so how close is close enough? The merchant has a very simple, streamlined design with the world's fugliest color scheme.

Also, how close is too close? Directly copying graphics is obviously out, but are merchants likely to be offended if affiliates copy, say, their very distinctive color scheme?

If the site design can't be replicated well, would it reduce the impact of the change in site designs to have the merchant's page open in a new window, or would that just make conversions tank?

[hannamyluv]

I normally take the merchant's site and then fix any "flaws" that I see, such as usability, clutter and spider barriers. I keep color schemes though, no matter how garish it is, and try to use their offered banners to get the graphic feel as many merchants banners reflect the feel of their sites. Generally this results in a slightly different look but one that, at a quck glance, a person would not notice.

[zivkovicp]

I read a very interesting article not too long ago about trademark laws and court cases involving infringement (yes it's related to this thread, but I can't find the URL, sorry)...

SOMETIMES a company may actually have a trademark protecting their use of color or shape with regards to logo or website design. This is not the norm, but it exists.

I suggest you try to "mimic" the look and feel of their site without copying any of their distinctive features to avoid problems in the future.

Of course you have a plus, you're selling *their* products, so they probably won't get as upset about it... but be careful when you copy content or design. As long as you add your own details then you should be ok.

PS: I also think it will help your conversions.