Common Mistakes Stagnating Your Affiliate Program’s Growth <ul><li>Presented by: Geno Prussakov </li></ul><ul><li>CEO, AM ...
Using Good Building Material?
Afraid to Get Hands Dirty?
Outline <ul><li>Merchant essentials (7) </li></ul><ul><li>Management components (7) </li></ul>
Merchant Essentials
<ul><li>Leak-free website </li></ul>
Leaks - Definition <ul><li>Leaks   –   external links within your website that lead to sites which do  not  credit your af...
Leaks - Types <ul><ul><li>1. Telephone number / Live chat </li></ul></ul><ul><ul><li>2. AdSense units </li></ul></ul><ul><...
Leaks – Example (type 1) Telephone Number
Leaks – Example (type 1) Live Chat
Leaks – Example (type 2) AdSense  (Google ads)
Leaks – Example (type 3) Amazon widgets
Leaks – Example (type 4) Links to “network” stores/sites
Leaks – Example (type 5) Affiliate & other links
<ul><li>Leak- free  website </li></ul>
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul>Don’t confuse with  affiliate network ’s agreement!
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul>
Merchant naïvete  -- loss of defensive behaviors and adaptations needed to deal with “predators” <ul><li>Leak-free website...
<ul><li>Program agreement </li></ul><ul><li>What to Cover? </li></ul><ul><li>Coupon & discounts policy </li></ul><ul><li>T...
<ul><li>Program agreement </li></ul><ul><li>What to Cover? </li></ul><ul><li>Coupon & discounts policy </li></ul><ul><li>T...
<ul><li>Program agreement </li></ul><ul><li>What to Cover? </li></ul><ul><li>Coupon & discounts policy </li></ul><ul><li>T...
<ul><li>Program agreement </li></ul><ul><li>Get your free sample: </li></ul><ul><li>www.AMNavigator.com/TOS.html </li></ul>
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul><ul><li>Dedicated  landing pages </li></ul>
Dedicated Landing Pages <ul><li>We’ve analyzed 50 randomly selected merchants (from  Internet Retailer Top 500  list) on 3...
Dedicated Landing Pages <ul><li>4 Points to Cover: </li></ul><ul><li>Reinforce  promo/campaign's details </li></ul><ul><li...
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul><ul><li>Dedicated landing pages </li></ul><ul><li>...
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul><ul><li>Dedicated landing pages </li></ul><ul><li>...
Short Cookie Life <ul><li>5 hours or under </li></ul><ul><li>Sephora.com (4 hrs) </li></ul><ul><li>Toys R Us, Babies R Us ...
Return Days Analysis
Cookie Retention Data 1 day – 85% 2 days – 75% 3 days – 70% 4 days – 63% 45 days ~ 50% 340 days ~ 20% Source:  Web Analyti...
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul><ul><li>Dedicated landing pages </li></ul><ul><li>...
<ul><li>Leak-free website </li></ul><ul><li>Program agreement </li></ul><ul><li>Dedicated landing pages </li></ul><ul><li>...
Management Components
<ul><li>Managing affiliates </li></ul>
<ul><li>Managing affiliates </li></ul>…  when, in reality:  we’re not affiliate   managers but affiliate  program  managers
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police  compliance </li></ul>
Monitor Trademark Use <ul><li>In Paid Search Campaigns: </li></ul><ul><li>iTrademarkBidding  – www.itrademarkbidding.com <...
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul>
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
Create a Sense of  Urgency !
“ What’s the maximum acceptable affiliate program application response time?”
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
Unrealistic/Demotivating Goals <ul><li>Important details: </li></ul><ul><li>AOV ~$650 </li></ul><ul><li>So, for 0.5% incre...
Swimmer (illustration)
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
Commission Drops
Commission Drops As a  valued  [Merchant Name] affiliate partner, I wanted to let you know that we are currently working t...
Commission Drops
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
A/B Split-Testing <ul><li>What to Test? </li></ul><ul><li>Headlines </li></ul><ul><li>Calls to action </li></ul><ul><li>Pa...
A/B Split-Testing <ul><li>What to Test? </li></ul><ul><li>Headlines </li></ul><ul><li>Calls to action </li></ul><ul><li>Pa...
<ul><li>Managing affiliates </li></ul><ul><li>Failing to police compliance </li></ul><ul><li>Approval email </li></ul><ul>...
Proactive Management <ul><li>Proactive  – “Acting in anticipation of future problems, needs, or changes” (Webster's Dictio...
<ul><li>Thank you! </li></ul><ul><li>Got questions? </li></ul>Merchant Manager <ul><li>Leak-free website </li></ul><ul><li...
<ul><li>Got questions? </li></ul>www.amnavigator.com/blog  |  1-888-588-8866  |  geno@amnavigator.com Merchant Manager <ul...
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Common mistakes stagnating your affiliate programme's growth - Geno Prussakov

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

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

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