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Affiliate sales – 103% YOY increase in sales
This client had an affiliate program which was not being managed effectively and indeed was misunderstood in the business – which I have come across a few times – whereby the business thinks a few banners and links will drive great sales volumes. Well – it doesn’t – what drives the sales is really working the channel and managing it on a day to day basis.
Affiliates nowadays can mean a variety of different types of companies – from cashback to voucher code to content sites. Each of these work different ways and play a different part in how the sales are driven. For this specific program I had to really go back to basics and get the company back on board – this is what I did:
1 – Arrange presentation for the business illustrating just what an affiliate campaign could drive and what we were driving (we were under-performing). I also did a competitive benchmark to show what the competition were doing and how they were working in this channel.
2- Focused on 2 week overhaul of the program by revising all creative, deep links, offers, deals, communication, functionality of the interface and laid guidelines down re how to effectively manage a program.
3 – Reviewed existing affiliate structure – stripping out non performing affiliates as well as concentrating the focus on those affiliates who could help deliver targets. In addition a concerted effort was made to build out the reputation of the company with affiliates by engaging with the blogger community.
4 – Identified all missing affiliates who I believed could drive substantial sales and arranged for each of them to be emailed and sent examples of the companies products. This was then followed up by a phone call to introduce the program and recruit them.
5- Created a tiered program to identify affiliates who could drive incremental sales with just an added sales incentive – eg adding a 10% commission bonus if they achieved a specific target
In addition as the company built up their brand, the objective of getting affiliates on board became much easier – as did getting better affiliate offers out in the marketplace with which to attract more new customers. The affiliate industry during this time also improved significantly with more affiliates such as Quidco and Topcashback becoming brands in their own right.
By focusing on those affiliates who were really helping us drive traffic we put together incentivised campaigns with each of these affiliates which then helped us drive more new customer traffic to the site.
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