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Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
Common mistakes stagnating your affiliate programme's growth - Geno Prussakov
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Common mistakes stagnating your affiliate programme's growth - Geno Prussakov

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  • 1. Common Mistakes Stagnating Your Affiliate Program’s Growth
    • Presented by: Geno Prussakov
    • CEO, AM Navigator LLC affiliate program management, audit & consulting
    • URL : www.amnavigator.com
    • Tel. : (+1) 888-588-8866
    • Email: [email_address]
    • .
  • 2. Using Good Building Material?
  • 3. Afraid to Get Hands Dirty?
  • 4. Outline
    • Merchant essentials (7)
    • Management components (7)
  • 5. Merchant Essentials
  • 6.
    • Leak-free website
  • 7. Leaks - Definition
    • Leaks – external links within your website that lead to sites which do not credit your affiliates for the work they perform.
  • 8. Leaks - Types
      • 1. Telephone number / Live chat
      • 2. AdSense units
      • 3. Amazon widgets
      • 4. Links to “network” stores/sites
      • 5. Affiliate links & links to other merchants
  • 9. Leaks – Example (type 1) Telephone Number
  • 10. Leaks – Example (type 1) Live Chat
  • 11. Leaks – Example (type 2) AdSense (Google ads)
  • 12. Leaks – Example (type 3) Amazon widgets
  • 13. Leaks – Example (type 4) Links to “network” stores/sites
  • 14. Leaks – Example (type 5) Affiliate & other links
  • 15.
    • Leak- free website
  • 16.
    • Leak-free website
    • Program agreement
    Don’t confuse with affiliate network ’s agreement!
  • 17.
    • Leak-free website
    • Program agreement
  • 18. Merchant naïvete -- loss of defensive behaviors and adaptations needed to deal with “predators”
    • Leak-free website
    • Program agreement
  • 19.
    • Program agreement
    • What to Cover?
    • Coupon & discounts policy
    • Trademark policy
    • Policies on loyalty affiliates
    • Disclosure recommendation
  • 20.
    • Program agreement
    • What to Cover?
    • Coupon & discounts policy
    • Trademark policy
    • Policies on loyalty affiliates
    • Disclosure recommendation
    • How to Word It?
    • Foreword
    • Summary
    • Agreement itself
  • 21.
    • Program agreement
    • What to Cover?
    • Coupon & discounts policy
    • Trademark policy
    • Policies on loyalty affiliates
    • Disclosure recommendation
    • How to Word It?
    • Foreword
    • Summary
    • Agreement itself
    “ How often do you read TOS?”
  • 22.
    • Program agreement
    • Get your free sample:
    • www.AMNavigator.com/TOS.html
  • 23.
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
  • 24. Dedicated Landing Pages
    • We’ve analyzed 50 randomly selected merchants (from Internet Retailer Top 500 list) on 3 major affiliate networks (CJ, LinkShare, GAN)…
  • 25. Dedicated Landing Pages
    • 4 Points to Cover:
    • Reinforce promo/campaign's details
    • Provide detailed instructions (if customer needs to do something)
    • Spell out any restrictions
    • Have clear call s to action
  • 26.
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Competitive commission
    … and performance incentives too!
  • 27.
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Commission
    • Fair cookie life
  • 28. Short Cookie Life
    • 5 hours or under
    • Sephora.com (4 hrs)
    • Toys R Us, Babies R Us
    • eToys.com
    • Miles Kimball Company
    • ShopNBC.com
    • 12-24 hours
    • Nordstrom.com (12 hrs)
    • Enterprise.com (23 hrs)
    • Chase.com (23 hrs)
    • Amazon (24 hrs)
    • 3 Days
    • Apple iTunes
    • Champs Sports
    • Dell
    • ESPN Shop
    • Foot Locker
    • Walmart
  • 29. Return Days Analysis
  • 30. Cookie Retention Data 1 day – 85% 2 days – 75% 3 days – 70% 4 days – 63% 45 days ~ 50% 340 days ~ 20% Source: Web Analytics Analyzed blog by Paul Strupp at blogs.sun.com
  • 31.
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Competitive commission
    • Fair cookie life
    • Safeguarding tracking code
  • 32.
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Competitive commission
    • Fair cookie life
    • Tracking code
    • Advance notifications
    Notify affiliates at least one month in advance
  • 33. Management Components
  • 34.
    • Managing affiliates
  • 35.
    • Managing affiliates
    … when, in reality: we’re not affiliate managers but affiliate program managers
  • 36.
    • Managing affiliates
    • Failing to police compliance
  • 37. Monitor Trademark Use
    • In Paid Search Campaigns:
    • iTrademarkBidding – www.itrademarkbidding.com
    • Brandverity PoachMark – brandverity.com/poachmark
    • SearchMonitor – thesearchmonitor.com/affiliate_monitor
    • AdGooroo Trademark Insight – www.adgooroo.com
    • In Domain Names:
    • CitizenHawk – www.citizenhawk.com
    • .
  • 38.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
  • 39.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Pattern to Follow
    • Remind them of your program details
    • Include an activation promo
    • Enclose performance-based incentive
    • Pre-coded affiliate links (incl. coupons, feed, etc)
    • Detailed contact information
  • 40. Create a Sense of Urgency !
  • 41. “ What’s the maximum acceptable affiliate program application response time?”
  • 42.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Hard-to-reach goals
  • 43.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Hard-to-reach goals
    aka performance -based incentives
  • 44. Unrealistic/Demotivating Goals
    • Important details:
    • AOV ~$650
    • So, for 0.5% increase - 31 orders/mo
    • … and for 1% bump - 91 such orders
  • 45. Swimmer (illustration)
  • 46.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Hard-to-reach goals
    • Commission drops
  • 47. Commission Drops
  • 48. Commission Drops As a valued [Merchant Name] affiliate partner, I wanted to let you know that we are currently working to make our program, and our partnerships, as successful as possible . In order to continue to support the success of our current partnership we are unable to continue to offer you a flat 4% commission on all goods. Starting at the end of February, our new offer will be lowered to 1.5% on all goods.
  • 49. Commission Drops
  • 50.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Hard-to-reach goals
    • Commission drops
    • Split-testing of landing pages
  • 51. A/B Split-Testing
    • What to Test?
    • Headlines
    • Calls to action
    • Page style & layout
    • Images
    • Descriptive copy
    • Pricing & promos
  • 52. A/B Split-Testing
    • What to Test?
    • Headlines
    • Calls to action
    • Page style & layout
    • Images
    • Descriptive copy
    • Pricing & promos
    • Tools to Employ
    • Google Website Optimizer
    • Visual Website Optimizer
    • LiveBall
    • A/Bingo
    • PickFu
    • Vertster
    • Unbounce
    • Sitespect's A/B Testing
    • Five Second Test
    • Vanity
  • 53.
    • Managing affiliates
    • Failing to police compliance
    • Approval email
    • Hard-to-reach goals
    • Commission drops
    • Split-testing of landing pages
    • Proactive management
  • 54. Proactive Management
    • Proactive – “Acting in anticipation of future problems, needs, or changes” (Webster's Dictionary)
  • 55.
    • Thank you!
    • Got questions?
    Merchant Manager
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Competitive commission
    • Fair cookie life
    • Safeguarding tracking code
    • Advance notifications
    • Managing affiliates
    • Failing to police
    • Approval email
    • Hard-to-reach goals
    • Commission drops
    • Split-testing of landing pages
    • Proactive management
  • 56.
    • Got questions?
    www.amnavigator.com/blog | 1-888-588-8866 | geno@amnavigator.com Merchant Manager
    • Leak-free website
    • Program agreement
    • Dedicated landing pages
    • Competitive commission
    • Fair cookie life
    • Safeguarding tracking code
    • Advance notifications
    • Managing affiliates
    • Failing to police
    • Approval email
    • Hard-to-reach goals
    • Commission drops
    • Split-testing of landing pages
    • Proactive management

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