Panel session: Advancing Merchant and Affiliate Relationships - a Guide for the Perfect Marriage

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Simon Bird, Savoo …

Simon Bird, Savoo

a4uexpo Europe Barcelona 2012

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  • 1. Testing and Optimising Offers & Vouchers h June 2012
  • 2. About Savoo • Savvy shopping (deals, vouchers) • Strong online and social marketing capability • Fastest growing deal community • Backed by Savings.com technology and team in the US • Launched Savoo.de in Germany this month • Driving over £300m in sales globally per year2
  • 3. The problem & opportunity: Deal Performance • We have experienced that retailers don’t often have deal strategies via their affiliate channel • Retailer voucher technology that is able to vary, then test voucher codes and deals has typically been limited, overlooked or not seen as important • Retailers have a blind spot (no visibility), which is what is happening when consumers arrive at an affiliate landing page • Affiliates don’t tend to share their data with retailers3
  • 4. The solution – Deal intelligence & reporting • We recognised that retailers want to know what is happening on affiliate websites • We have invested a huge amount of time in developing proprietary technology to track sales on a deal level • We then share these reports with retailers on a weekly/ monthly basis • Our landing pages have also been built to optimise all deal positions every 2 hours4
  • 5. Example Fashion Retailer Savoo Dedicated Landing Page • Large high street UK fashion retailer • Wanted to work with Savoo to understand deal by deal conversion • Then experiment by varying deal conditions (e.g. 20% off if you spend x) • Over a 1 month period5
  • 6. The results – Best Deal for Click Through to Retailer Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37 Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10 10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90 Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38 Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21 Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39 All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38 Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15 Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42 Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39 Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41 Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34 Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42 £30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05 Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25 New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87 Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14 Total £85,502.86 Best deal for Click Through Rate is: “Get 15% Off Full Price Orders With Our Voucher Code”6
  • 7. The results – Best Converting Deal Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37 Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10 10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90 Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38 Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21 Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39 All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38 Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15 Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42 Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39 Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41 Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34 Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42 £30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05 Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25 New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87 Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14 Total £85,502.86 Best for Conversion Rate but very poor Click Through Rate is: “Free Standard Delivery on Orders Over £75”7
  • 8. The results – Best Deal for Sales Volume Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37 Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10 10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90 Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38 Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21 Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39 All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38 Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15 Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42 Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39 Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41 Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34 Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42 £30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05 Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25 New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87 Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14 Total £85,502.86 Best performing deal by Sales Volume is: “Exclusive £10 Off Your £80+ Order On Full Price Products”8
  • 9. The results – Most Efficient Overall Deal Deal Title Offer Type Click Through Rate Conversion Rate Sales Volume Daily Sales Volume Free Standard Delivery on Orders Over £75 DEAL 0.83% 41.67% £405.84 £25.37 Free Next Day & Nominated Day Delivery on Orders Over £100 DEAL 1.53% 37.78% £1,601.64 £100.10 10% Off Any Order VOUCHER CODE 35.10% 32.83% £5,451.61 £1,362.90 Full Price Items 20% Off VOUCHER CODE 38.80% 30.47% £9,537.50 £2,384.38 Free Delivery On All Orders VOUCHER CODE 20.17% 28.15% £3,380.85 £845.21 Exclusive Free Standard Delivery on All Orders VOUCHER CODE 5.53% 27.41% £2,217.51 £246.39 All Delivery Options Half Price DEAL 7.85% 25.93% £197.50 £49.38 Get 15% Off Full Price Orders With Our Voucher Code VOUCHER CODE 59.71% 22.71% £11,490.73 £2,298.15 Students Save 10% on All Orders DEAL 7.68% 22.56% £8,996.34 £187.42 Exclusive £10 Off Your £80+ Order On Full Price Products VOUCHER CODE 13.44% 17.32% £13,149.27 £1,195.39 Exclusive £15 Off Your £100+ Order On Full Price Products VOUCHER CODE 18.61% 16.17% £12,934.14 £1,293.41 Save Up To £25 On Selected Items DEAL 38.13% 15.09% £453.34 £453.34 Students Save 20% on All Orders DEAL 12.36% 13.24% £2,332.46 £179.42 £30 Off Trans-Seasonal Pieces DEAL 29.66% 11.67% £7,501.63 £577.05 Clearance Page Savings DEAL 4.60% 11.23% £3,674.99 £60.25 New Arrivals Updated Daily DEAL 1.53% 10.06% £1,273.34 £20.87 Spring Sale Is Now On DEAL 3.42% 6.25% £904.17 £30.14 Total £85,502.86 Most Efficient deal and winner based on daily sales volume: “Full Price Items 20% Off”9
  • 10. How did we do by optimising landing page deals? Site Conversion Rate Average Order Value Savoo 17.25% £74 Deal Site 1 10.21% £64 Deal Site 2 11.90% £63 Deal Site 3 11.50% £62 Deal Site 4 10.05% £7310
  • 11. Summary • Having deal intelligence should be essential for your deal design strategy • Work with your affiliates to receive this feedback (if they offer this) • Test test test • Use these learnings across the rest of the affiliate channel, and other channels11
  • 12. Any questions?