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Optimizing With Your Merchant Partner

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Tips for affiliates on optimizing their sites and traffic, based on techniques tested by Overstock.com for each type of affiliate.

Tips for affiliates on optimizing their sites and traffic, based on techniques tested by Overstock.com for each type of affiliate.

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  • Going to next slide: We’ll begin by discussing a couple of the Affiliate Types and what they’re customers are looking for
  • Transcript

    • 1. Optimizing with Your Merchant Partner Jake Bailey, Affiliate Program Director, Overstock.com
    • 2. Presentation Overview
      • - Overstock.com Optimization Strategies
      • - Other Great Merchant Examples
      • - Principles to Live by
      • - Specific Optimization Suggestions for Affiliates
      • - Future Content trends
    • 3. Strategies Tested by Overstock
      • Started with Large Bucket of Affiliates
      • Began to Segment by Affiliate Type
        • a. Loyalty
        • b. Search
        • c. Coupon/Deal
        • d. Niche
        • e. CSE
      • Each Affiliate Type has a customer base with unique tendencies/characteristics
    • 4. What is important to Loyalty Customers?
      • Upromise.com original landing pages - "before segmentation began"
      Beginning in Q1 2006, Upromise members landed on
    • 5. What is important to Loyalty Customers?
      • With integrated promotions
    • 6. What is important to Loyalty Customers?
      • With promotions and customer segmentations fully Optimized
      19% Lift in Conversion!
    • 7. What is important to Loyalty Customers?
      • Another loyalty example with Mypoints.com
    • 8. What is important to Coupon/Deal customers?
      • DealNews link Without coupon
      • DealNews link With coupon
      • Overstock Merchandiser Link with coupon
        • http://click.linksynergy.com/fs-bin/statform?id=NKa3hZyYoHA&offerid=52439&bnid=921&subid=0&CID=107003&OSSKU=10297351
      • Overstock Add-to-Cart Link with coupon
        • http://click.linksynergy.com/fs-bin/statform?id=NKa3hZyYoHA&offerid=57189&bnid=1208&fp=F&cid=107007&OSSKU=10398313
      • What happens when the customer returns to the merchant site?
    • 9. What is important to Niche customers? Content is still King ………All you have to do is ask YourProductRatings.com
    • 10. Other Merchants that Optimize well with their Affiliates
      • Nordstrom's
      • - Advanced notice of upcoming promotions
      • Lands End - Great Seasonal co-branded Landing Pages
      • Sierra Trading Post - Fantastic tools for Affiliates
      • Amazon - Solid Link-building Functionality and personalization capabilities
    • 11. Other Issues/Points Important to Affiliates
      • Karen Hoxmeier - MyBargainBuddy.com
      • - "Great customer service makes a huge difference"
      • - "Flexibility for merchandising products and landing customers on specific pages"
      • Mary Beth Padiam – Upromise.com
      • - "Marriage of Interest" knowing the customers demographics
      • - "Responsiveness of a merchant. Ability to communicate quickly and willingness to look into relationship to see what's selling."
      • Lisa Nevard - Linkshare Corp
      • - "GuthyRenker does a great job pushing out content to Affiliates so the Affiliates don't have to do the work."
      • Colleen Sullivan - MyPoints.com
      • - “What helps me is when a merchant is fast with creative turn-around"
    • 12. 10 Principles to Live by
      • Be willing to fail, learn, and then try again
      • If it doesn't work out, make sure you understand why
      • Communication with your merchant is key
      • There's no Silver Bullet
      • It has to be a dual partnership
      • Your Merchant partner must have good customer service
      • You must both understand the nature/characteristics of your traffic
      • One step at a time
      • Don’t blast out marketing opportunities via BCC emails. Call
      • Test, Test, and Re-Test
    • 13. Affiliate-Specific Optimization Suggestions
      • Ask for Sales details from your merchant partner
        • a. Metrics you might want to Consider
          • 1. What specific product categories are you selling?
          • 2. Does the Pay structure match the nature of traffic?
      • Call your merchant regularly – You should know them just as much as they’re expected to know you
      • Ask your merchant about what marketing campaigns have been successful for their in-house marketing team. Free consulting is always the best
      • Ask your merchant partner for Advice when planning changes to your site
    • 14. Affiliate-Specific Optimization Suggestions Cont’d
      • Ask for prizes for your customers
      • If you drive significant traffic, don't be afraid to ask for a direct link for SEO purposes
      • PR Releases are a fantastic way to boost traffic. This is still very unutilized, even by very large Affiliates
    • 15. Future Content trends to prepare for
      • Distribution of customer product reviews
        • Especially important for C&E customers
      • Mobile marketplace
        • 94% of Japanese mobile customers accessed the Internet via phone vs. 34% in the US
      • Personalization for the consumer
        • smart banners vs dumb banners
      • Video personalization
    • 16. Questions
      • - Please wait till after Q&A to address individual questions/issues that are unrelated to this presentation in order to make this beneficial for all attendees
      • [email_address]