affiliate marketing program conversion optimization tips
DESCRIPTION
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.TRANSCRIPT
![Page 1: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/1.jpg)
Affiliate Program Performance – a Shared Responsibility
Affiliate Program Conversion Optimization Tips
Geno PrussakovCEO & President, AM Navigator LLCwww.amnavigator.com Founder & Chair, Affiliate Management
Dayswww.affiliatemanagementdays.com
(+1) [email protected]
@ePrussakov .
![Page 2: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/2.jpg)
Whose Responsibility is Conversion?
One person’s?
![Page 3: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/3.jpg)
Whose Responsibility is Conversion?
Everyone’s!
![Page 4: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/4.jpg)
Crucial Truths (5 to mind at all times)
Conversion Boosters (10 to explore)
Outline
![Page 5: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/5.jpg)
5 Crucial Truths
![Page 6: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/6.jpg)
1. Don’t Manage Affiliates
![Page 7: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/7.jpg)
1. Don’t Manage Affiliates
… in reality:
we’re not affiliate managers
but affiliate marketing/program managers
![Page 8: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/8.jpg)
Common Consequence
Treating affiliates as employees
⇒ Motivating by threat
![Page 9: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/9.jpg)
Motivate by Opportunities!
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
![Page 10: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/10.jpg)
2. Don’t Treat Them as Guinea Pigs
![Page 11: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/11.jpg)
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.
![Page 12: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/12.jpg)
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
![Page 13: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/13.jpg)
4. Don’t Cruise on Autopilot
As any serious marketing campaign, affiliate program must be managed supporting these 5 pillars.
![Page 14: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/14.jpg)
5. Strive to Perfect Conditions
![Page 15: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/15.jpg)
10 Conversion Boosters
![Page 16: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/16.jpg)
1. Leak-Free Website
![Page 17: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/17.jpg)
Leaks - Definition
Leaks – anything that may lead to a course of action for which affiliates will not get credit.
![Page 18: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/18.jpg)
Leaks - Examples
1. Phone Number2. Live Chat3. AdSense Units4. Affiliate Links5. Links to Related Stores/Sites6. Links to Other Merchants7. Links to Other Affiliates
![Page 19: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/19.jpg)
Leak #1 – Phone Number
![Page 20: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/20.jpg)
Leak #1 – Phone Number
![Page 21: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/21.jpg)
Leak #2 – Live Chat
![Page 22: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/22.jpg)
Leak #2 – Live ChatA different answer:
![Page 23: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/23.jpg)
….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!!
![Page 24: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/24.jpg)
Leak #3 – AdSense
![Page 25: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/25.jpg)
Leak #4 – Affiliate LinksAmazon widget example:
![Page 26: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/26.jpg)
Leak #5 – Related Stores/Sites
![Page 27: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/27.jpg)
Leak #6 – Other Merchants
![Page 28: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/28.jpg)
Leak #7 – Links to Affiliates
![Page 29: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/29.jpg)
Go Leak-Free!!
![Page 30: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/30.jpg)
2. Optimize Creative Inventory
Banners• Cover common sizes (incl AdSense unit ones)• Analyze what works for competitors• Create affiliate-friendly banners
Text links• Deep-linked to boost conversion
Data feed• Well categorized, regularly updated
![Page 31: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/31.jpg)
Banner Sizes• 468×60 px – 2-5 banners (AdSense too)• 125×125 px – 2-5• 120×600 px – 2-5 AdSense size• 88×31 px button – 2-5 overlooked opportunity!
• 160×600 px – 2-3 AdSense size• 120×240 px – 2-3• 234×60 px – 2-3• 254×331 px – 2-3• 728×90 px – 2-3 AdSense size
• 720×300 px – 1-2• 300×250 px – 1-2
![Page 32: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/32.jpg)
Study Competitors’ Banners
Do analyze, but beware of skewed metrics!
![Page 33: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/33.jpg)
BannersGood Examples
Creatives
![Page 34: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/34.jpg)
Video Ads
Creatives
Video ads vs Non-video ads:
Dwell Rate increases 29%
Conversion Rate increases 45%
![Page 35: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/35.jpg)
We’ve analyzed 50 randomly selected merchants (from Internet Retailer Top 500 list) on 3 major affiliate networks (CJ, LinkShare, GAN)…
3. Dedicated Landing Pages
![Page 36: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/36.jpg)
3. Dedicated Landing Pages
Targeted campaign-specific landing pages = commonsense technique for increasing conversions.
Real-life situation:
![Page 37: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/37.jpg)
Example #1:
![Page 38: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/38.jpg)
Example #2:
![Page 39: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/39.jpg)
4. Competitive Intelligence
![Page 40: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/40.jpg)
Analyze program terms (payouts, cookie life, lock dates,tiered payouts, bonuses)
Become their affiliate (creatives, policies, newsletters, promos, tools)
“Friend” and follow them
Remember: “the real purpose of competitive intelligence is to learn and to act” …not to merely gather data or “develop information.”
Seena Sharp, Competitive Intelligence Advantage (p. 100-101)
4. Competitive Intelligence
![Page 41: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/41.jpg)
5. Promos & Coupons
![Page 42: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/42.jpg)
![Page 43: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/43.jpg)
5. Promos & Coupons
Be
creative
![Page 44: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/44.jpg)
Offers/Coupons To Run
1. Year-long - 1-2
2. Monthly - 2-3 (make dynamic links available)
3. Short-term - e.g. weekend
4. Holiday - e.g. to encourage "early bird" sales
5. Exclusive - true or vanity
6. Free Shipping - over certain amount
7. Deal of the Day
![Page 45: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/45.jpg)
Problem of Last-Minute Coupon Search
![Page 46: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/46.jpg)
6. Marketing Calendar
![Page 47: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/47.jpg)
6. Marketing Calendar
Consider also dynamic creatives!
![Page 48: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/48.jpg)
7. Co-Branded Initiatives
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
Affiliate Window - http://blog.affiliatewindow.com/?p=1789
66.45% conversion increase, nearly 44% revenue boost, and 132% difference in new customers acquired
Rakuten LinkShare - m.www.linksynergy.com/share/pdf/linkshare_case_study_smartbargains_072310.pdf
“Creating co-branded landing pages… to align an advertiser’s brand with the publisher’s brand” increases the “likelihood of a transaction or action”
Google Affiliate Network – “Affiliate Optimization Center”
![Page 49: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/49.jpg)
Examples:
![Page 50: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/50.jpg)
3 C’s of Affiliate Co-Branding
(1) Connect (affiliate logo, wording, colors)
(2) Convince (exclusive promotion, urgency)
(3) Convert (auto-apply promo, call to action)
![Page 51: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/51.jpg)
Example:
![Page 52: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/52.jpg)
8. List(s) of Top Sellers
![Page 53: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/53.jpg)
8. List(s) of Top Sellers
It’s a tool. Equip affiliates with it!
• Newsletter• Banner / creative• Widget
(dynamically updating)
![Page 54: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/54.jpg)
Newsletterexample:
![Page 55: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/55.jpg)
9. Demographic Data
![Page 56: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/56.jpg)
9. Demographic Data
Where? Program bio/signup page Welcome/approval email
What?o Basics (gender, age, income)o Details (children, religion, ethnicity, etc)o Geographic data
![Page 57: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/57.jpg)
10. Continuous Motivation
![Page 58: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/58.jpg)
Lesson in Motivation
![Page 59: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/59.jpg)
10. Continuous Motivation
How?
In their language
Equipping them with what they need
Employing all available means (program bio, approval email, regular newsletters, social)
![Page 60: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/60.jpg)
In Conclusion…
...don't repeat the mistakes of others!
![Page 61: Affiliate Marketing Program Conversion Optimization Tips](https://reader035.vdocument.in/reader035/viewer/2022070315/555609b0d8b42a3f168b4bd8/html5/thumbnails/61.jpg)
Thank you! Questions?