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Trends In Affiliate Marketing & Attribution (AM Days, 2014)

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An overview of affiliate marketing trends and data from the AvantMetrics attribution platform.

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Trends In Affiliate Marketing & Attribution (AM Days, 2014)

  1. 1. trends in affiliate marketing & attribution from a network’s perspective
  2. 2. chad waite (hey, that’s me!) cwaite@avantlink.com @ChadW8
  3. 3. so, what are we doing here?
  4. 4. what can you expect?
  5. 5. Typical Averages
  6. 6. 3.75% Average Click-Through Rate @ChadW 8
  7. 7. 2.46% Average Conversion Rate @ChadW 8
  8. 8. $129.19 Average Order Value @ChadW 8
  9. 9. 58 hours 12 minutes Average “Click To Sale Time” @ChadW 8
  10. 10. This time gap shows most affiliate referrals made when a customer is researching a product or deciding whether to buy or not. See “Influencer” referrals in AvantMetrics. What Does This Mean? @ChadW 8
  11. 11. 16.4% Mobile Sale % @ChadW 8
  12. 12. Whoa! Nearly 1 of 6 affiliate sales completed from a mobile device. Remember, in the affiliate world a responsive site with the same URL is the better choice than a “m. mobile” URL. What Does This Mean? @ChadW 8
  13. 13. $106.60 Mobile Sale AOV @ChadW 8
  14. 14. 56 hours 36 minutes @ChadW 8 Mobile Sale “Click To Sale” Time
  15. 15. Slightly less time from click to sale than non-mobile affiliate links, but still a significant gap. Shows that many affiliate referrals take place well within the middle of a path-to-purchase. See “Influencer” referrals in AvantMetrics. What Does This Mean? @ChadW 8
  16. 16. 6-7 pm (based on CTR vs conversion rate) Most Productive Hour For Sales @ChadW 8
  17. 17. 9-10 am @ChadW 8 Most Productive Hour For Clicks
  18. 18. Hints to the idea that many customers look at products near the beginning of a work day and decide to make the purchase once at home. What Does This Mean? @ChadW 8
  19. 19. 2-3 am (based on CTR vs conversion rate) @ChadW 8 Least Productive Hour For Sales
  20. 20. 3-4 am @ChadW 8 Least Productive Hour For Clicks
  21. 21. Pro tip: Don’t spend lots of time checking your program’s stats from 2-4 in the morning. What Does This Mean? @ChadW 8
  22. 22. Highest Adoption & Conversion Rate: Custom Links, 44% of sales (8% higher than Banner Ads) Dynamic, Non-datafeed Tools: Roughly 8% of sales Datafeeds + Datafeed Driven Tools: Roughly 12% of sales @ChadW 8 Most Popular Tools Based On Sales
  23. 23. Majority of affiliate sales are driven from relevant deep links in content. While banner ads are still popular, more affiliates are beginning to adopt dynamic, product level tools driven by datafeeds. What Does This Mean? @ChadW 8
  24. 24. Holiday Variations (timeframe: Nov. 15 - Dec. 23)
  25. 25. 247% Avg Increase In Sales Compared August sales data vs. December sales data for top 100 merchants. Sales Increase @ChadW 8
  26. 26. Q4 brings in a massive boost for most online retailers. We know this. But how does this affect the numbers? Let’s take a look. What Does This Mean? @ChadW 8
  27. 27. 4.49% Average Click-Through Rate @ChadW 8
  28. 28. 3.64% Average Conversion Rate @ChadW 8
  29. 29. Click through rates are up nearly 30%. Conversion rates are up nearly 50%. What Does This Mean? @ChadW 8
  30. 30. $127.86 Average Order Value @ChadW 8
  31. 31. 56 hours 38 minutes Average “Click To Sale Time” @ChadW 8
  32. 32. 55 hours 27 minutes @ChadW 8 Mobile Sale “Click To Sale” Time
  33. 33. Holiday last click to sale times for regular and mobile sales are nearly identical to non-holiday times. What Does This Mean? @ChadW 8
  34. 34. 16.9% Mobile Sale % @ChadW 8
  35. 35. Interestingly enough, mobile usage doesn’t fluctuate significantly during the holiday season. Still a high number, however, with 1 of 6 sales completed through a mobile device. What Does This Mean? @ChadW 8
  36. 36. $106.55 Mobile Sale AOV @ChadW 8
  37. 37. Both regular sale AOV and mobile sale AOV stay almost exactly identical through the holidays compared to all other times of the year. What Does This Mean? @ChadW 8
  38. 38. Highest Adoption & Conversion Rate: Banner Ads, 51% of sales (23% higher than Custom Links!!) Dynamic, Non-datafeed Tools: Roughly 11% of sales Datafeeds + Datafeed Driven Tools: Roughly 9% of sales @ChadW 8 Most Popular Tools Based On Sales
  39. 39. Affiliates overwhelmingly rely on up-to-date banner ads during the holiday seasons to promote relevant sales and promotions. We find that smaller ad lists that are regularly dynamically updated experience the highest adoption and conversion rates. What Does This Mean? @ChadW 8
  40. 40. The data clearly shows that most holiday metrics stay the same as non-holiday metrics, with the clear exceptions of # of sales and tools used. Takeaway: Focus on solid, up-to-date creative for banner ads during Q4. Small ad lists with consistent dynamic updates works best! Holiday Wrap-up @ChadW 8
  41. 41. Attribution Stats
  42. 42. AvantMetrics.com @ChadW 8
  43. 43. Basics: Affiliates are categorized into different referral groups depending on where their referrals came into play in a customer’s path-to-purchase clickstream: - Introducers - Influencers - Checkout Influencers Referral Groups @ChadW 8
  44. 44. Basics: @ChadW Referral Groups 8 Introducers Influencers Checkout Influencers
  45. 45. The first time a visitor has landed on a merchant’s site, referred by an affiliate link. Introducer @ChadW 8 Introducers
  46. 46. Influencers Referrals made after the visitor’s initial visit and up until the checkout process is started. Influencer @ChadW 8
  47. 47. Checkout Influencers Referral made by an affiliate after a customer has already entered the checkout process. Checkout Influencer @ChadW 8
  48. 48. The final channel (any channel) to make a referral before a customer’s finalizes their purchase. Closer @ChadW 8
  49. 49. 8% @ChadW 8 # Of Sales With Multiple Aff. Referrals
  50. 50. Nearly one in ten sales has multiple affiliate referrals, making the “last click wins” model an outdated way of compensation. What Does This Mean? @ChadW 8
  51. 51. Influencer 61% @ChadW 8 Group With The Highest Referral Rate
  52. 52. The vast majority of affiliate referrals help the customer make the decision to move ahead with a purchase. What Does This Mean? @ChadW 8
  53. 53. Introducer 15% @ChadW 8 Group With The Lowest Referral Rate
  54. 54. The old idea of every affiliate referral being the first (and only channel) to introduce a new customer to a brand is clearly dead and has been so for a long time. What Does This Mean? @ChadW 8
  55. 55. Checkout Influencer 24% That Leaves… @ChadW 8
  56. 56. The idea that coupon and shopping affiliates only send referrals after a customer has entered the click stream is challenged by this number. What Does This Mean? @ChadW 8
  57. 57. $109.41 AOV / Group: Introducer @ChadW 8
  58. 58. $151.64 AOV / Group: Influencer @ChadW 8
  59. 59. We routinely see that affiliate referrals that help a customer make a decision to buy a product result in substantially higher AOVs. What Does This Mean? @ChadW 8
  60. 60. $88.40 @ChadW 8 AOV / Group: Checkout Influencer
  61. 61. 4.5% @ChadW 8 Average % Of Sales Deduplicated
  62. 62. Programs that run in multiple network see nearly 1 out of every 20 sales involved affiliate referrals from both networks. Think about that overlap and the time and work it takes to manually deduplicate those sales. Is having a program in multiple networks worth it? If so, do you have automated deduplication in place? What Does This Mean? @ChadW 8
  63. 63. AvantMetrics presents clear data to show that: - Assumptions on coupon/sales driven sites are often incorrect. - Multiple affiliates are involved in a significant number of sales made. - The value of affiliates as means to help a customer make a decision to purchase. - Nearly 1 in 20 sales require commission deduplication Attribution Wrap-up @ChadW 8
  64. 64. @ChadW 8 Questions? Feel free to email me at cwaite@avantlink.com
  65. 65. chad waite (hey, that’s me!) cwaite@avantlink.com @ChadW8
  66. 66. trends in affiliate marketing & attribution from a network’s perspective

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