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How This Company Found the Solution for Its Site's Missing Links HyperX cleared up its sales links -- and now it cleans up on sales.

By Matt Villano

This story appears in the April 2016 issue of Entrepreneur. Subscribe »

Illustration by Pep Montserrat

internet marketing 101: If you want a customer to click a link, it better damn work. That's harder than it sounds. With users all over the world using different browsers and devices, international companies can accidentally route people to the wrong websites or, worse, nowhere at all. That's what happened to Mark Leathem, VP of corporate marketing at HyperX, the Fountain Valley, Calif.–based maker of gaming headphones. The company advertises on sites and on social media around the world, but its links to local online retailers were often sending visitors to the wrong stores -- losing it nearly 75 percent of potential traffic. "We were letting down customers," says Leathem. "And the lousy links made us look like we didn't care."

The Fix

Last year, on a work trip to Seattle, Leathem was introduced to Geniuslink. It has a service designed explicitly to fix and streamline links. "At that point, I didn't have anything to lose," Leathem says, so he gave it a shot.