Geno Prussakov's presentation on affiliate program conversion optimization. Presented under the title of "Affiliate Program Performance – a Shared Responsibility" on August 19, 2013 at Affiliate Summit in Philadelphia, PA, USA.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Affiliate Program Performance – a Shared Responsibility
Even in traditional management “threats are generally counterproductive” and “always demotivating.”
“We can motivate people to their highest levels of potential by presenting them with opportunities to succeed instead of telling them what to do” [underlining mine]
Source: Alexander Haim, Streetwise Motivating & Rewarding Employees
2. Don’t Treat Them as Guinea Pigs
3. Affiliate Marketing ≠ Channel
“…but, rather, a way of remunerating a marketer… hence, affiliate marketing really exists on the crossroads of a number of online marketing channels and works with nearly all of them.”
Source: Affiliate Program Management: An Hour a Day (p. 24)
It is a marketing context, based on the principle of performance-based compensation.
It is integral to understand this for ensuring proper/healthy co-existence (not conflicting, or cannibalizing, but complementing) of affiliate program with all channels of marketing that the merchant is employing.
3. Affiliate Marketing ≠ Channel
4. Don’t Cruise on Autopilot
As any serious marketing campaign, affiliate program must be managed supporting these 5 pillars.
5. Strive to Perfect Conditions
10 Conversion Boosters
1. Leak-Free Website
Leaks - Definition
Leaks – anything that may lead to a course of action for which affiliates will not get credit.
Leaks - Examples
1. Phone Number2. Live Chat3. AdSense Units4. Affiliate Links5. Links to Related Stores/Sites6. Links to Other Merchants7. Links to Other Affiliates
Leak #1 – Phone Number
Leak #1 – Phone Number
Leak #2 – Live Chat
Leak #2 – Live ChatA different answer:
….are you more likely to purchase from a site that has a phone number …on each page?
Psychological Assurance
Source: Online Shopping Through Consumers’ Eyes (p. 53)
Don’t Remove.
Track!!
Leak #3 – AdSense
Leak #4 – Affiliate LinksAmazon widget example:
Leak #5 – Related Stores/Sites
Leak #6 – Other Merchants
Leak #7 – Links to Affiliates
Go Leak-Free!!
2. Optimize Creative Inventory
Banners• Cover common sizes (incl AdSense unit ones)• Analyze what works for competitors• Create affiliate-friendly banners
Three- to four-fold increase in conversions (from 8.56% to 23.21% for a cashback affiliate, 2.5% to 10.9% for a coupon affiliate) upon introduction of co-branded landed pages