Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Average Affiliate Channel Stats & KPIs:
How Do You Stack Up?
Affiliate Summit West ‘16Average Affiliate Channel Stats & KP...
So, What Are We Doing Here?
No, this will not be the most advanced, in-depth,
crazy theoretical presentation at ASW.
It’s ...
So, What Are We Doing Here?
Goal: Learn averages for standard KPIs for both
affiliates and merchants from the perspective ...
Why?
Because sometimes it’s just nice to know you’re
better than the competition.
...also to help get a baseline for setti...
Where We’re Getting These Stats:
Stats are sourced from AvantLink for the 2015
calendar year. Ability to summarize big dat...
Average Order Values
$123.30
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Average Click Through Rate
3.13%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Average Conversion Rates
3.93%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Mobile Sales %
21.7%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Prior Year Mobile Sales %
2015: 20.4%
2014: 19.3%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad ...
What Does That Mean?
Mobile sales will continue to grow quickly.
Google’s Mobilegeddon will continue to force
more respons...
Average Mobile Order Values
$113.98
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Average Base Commission Rate
6.7%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
New Customer %
21.5%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
What Does That Mean?
Most merchants love to see new customers.
For better or for worse, this reinforces a very
popular ide...
Average Time To Sale After Click
0-24 Hours: 78%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad W...
What Does That Mean?
Vast majority of sales made within the day or
referral. Customers are quicker to buy than ever
before...
Average Time To Sale After Click
1-7 Days: 8%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Wait...
What Does That Mean?
Someone needed their paycheck first...
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPI...
Average Time To Sale After Click
8-30 Days: 9%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Wai...
What Does That Mean?
Someone needed two paychecks first...
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs...
Affiliate Revenue Make-Up
93%/7%
(Commission Earnings
vs Incentive/Bonus Earnings)
Affiliate Summit West ‘16Average Affili...
What Does That Mean?
For high-value affiliates, incentives like
performances bonuses, sales threshold
commission increases...
Banner Ad Sales %
12%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Text Ad Sales %
38%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
What Does That Mean?
These two dominate promotion types are
starting to decline, representing only half of
affiliate sales...
Non-Banner/Text Ad Sales %
50%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Custom (Deep) Link Sales %
37%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
What Does That Mean?
The importance of an affiliate’s ability to
integrate custom (deep) link in relevant ways
into their ...
Average Number Of Programs
An Affiliate Will Join
9.5
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by C...
What Does That Mean?
Merchants should always be aware of the
competition their affiliate is also partnered with
and should...
Average Affiliates In A Program
269
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Average % Of A Program’s Affiliates
With One Or More Sale In 2015
10%
Affiliate Summit West ‘16Average Affiliate Channel S...
What Does That Mean?
Correlates with affiliates joining average of 10
affiliate programs each. Often affiliates will only
...
Average Merchant-To-Affiliate Email
Open Rate
22.1%
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Cha...
Average % Of Sales With Multiple
Affiliate Referrals Involved In Sale
16%
Affiliate Summit West ‘16Average Affiliate Chann...
What Does That Mean?
We won’t get into the attribution rabbit hole too
much, but know that affiliates will start to
demand...
Where is EPC?
EPC in the affiliate industry lacks universal
definition. Will avoid EPC rant….
Affiliate Summit West ‘16Ave...
Now, Just For Fun….
Let’s take a look at how some
of these statistics differ
during the fourth quarter.
Affiliate Summit W...
“Prime Time” Average Order Value
(11/16-12/25)
$129.22 - Up 5%
(2015 Average: $123.30)
Affiliate Summit West ‘16Average Af...
“Prime Time” Click Through Rate
(11/16-12/25)
3.75% - Up 20%
(2015 Average: 3.13%)
Affiliate Summit West ‘16Average Affili...
“Prime Time” Conversion Rates
(11/16-12/25)
5.84% - Up 49%
(2015 Average: 3.93%)
Affiliate Summit West ‘16Average Affiliat...
“Prime Time” Mobile Sale %
(11/16-12/25)
24.5% - Up 13%
(2015 Average: 21.7%)
Affiliate Summit West ‘16Average Affiliate C...
“Prime Time” Avg. Affiliate Revenue
Makeup (11/16-12/25)
91%/9%
Incentive/bonus earnings up 29%
Affiliate Summit West ‘16A...
Average Affiliate Channel Stats & KPIs:
How Do You Stack Up?
Affiliate Summit West ‘16Average Affiliate Channel Stats & KP...
Upcoming SlideShare
Loading in …5
×

Average Affiliate Channel Stats and KPIs- How Do You Stack Up?

669 views

Published on

This presentation is from Affiliate Summit West 2016 (January 10-12, 2016 in Las Vegas, NV). Session description: Get network-level insight into performance averages on affiliate and program KPIs like AOV, conversion rates, mobile sales, and many more. Find out where you excel and where you can improve.

Published in: Business
  • Be the first to comment

Average Affiliate Channel Stats and KPIs- How Do You Stack Up?

  1. 1. Average Affiliate Channel Stats & KPIs: How Do You Stack Up? Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8) Chad Waite Marketing Manager, AvantLink cwaite@avantlink.com (@ChadW8)
  2. 2. So, What Are We Doing Here? No, this will not be the most advanced, in-depth, crazy theoretical presentation at ASW. It’s simple and straightforward and should be a great way to find out where your performance stands in the affiliate channel. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  3. 3. So, What Are We Doing Here? Goal: Learn averages for standard KPIs for both affiliates and merchants from the perspective of a network. Bonus! Light analysis of certain metrics. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  4. 4. Why? Because sometimes it’s just nice to know you’re better than the competition. ...also to help get a baseline for setting reasonable goals & expectations when participating in the affiliate channel. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  5. 5. Where We’re Getting These Stats: Stats are sourced from AvantLink for the 2015 calendar year. Ability to summarize big data to consumable information points. You’re about to see a lot of numbers. Let’s get to it... Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  6. 6. Average Order Values $123.30 Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  7. 7. Average Click Through Rate 3.13% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  8. 8. Average Conversion Rates 3.93% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  9. 9. Mobile Sales % 21.7% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  10. 10. Prior Year Mobile Sales % 2015: 20.4% 2014: 19.3% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  11. 11. What Does That Mean? Mobile sales will continue to grow quickly. Google’s Mobilegeddon will continue to force more responsive retailer websites and fuel the increase in mobile conversions. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  12. 12. Average Mobile Order Values $113.98 Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  13. 13. Average Base Commission Rate 6.7% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  14. 14. New Customer % 21.5% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  15. 15. What Does That Mean? Most merchants love to see new customers. For better or for worse, this reinforces a very popular idea that affiliate marketing is a channel only for new client acquisition rather than a retention channel. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  16. 16. Average Time To Sale After Click 0-24 Hours: 78% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  17. 17. What Does That Mean? Vast majority of sales made within the day or referral. Customers are quicker to buy than ever before, and affiliate referrals help solidify the intent to buy. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  18. 18. Average Time To Sale After Click 1-7 Days: 8% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  19. 19. What Does That Mean? Someone needed their paycheck first... Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  20. 20. Average Time To Sale After Click 8-30 Days: 9% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  21. 21. What Does That Mean? Someone needed two paychecks first... Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  22. 22. Affiliate Revenue Make-Up 93%/7% (Commission Earnings vs Incentive/Bonus Earnings) Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  23. 23. What Does That Mean? For high-value affiliates, incentives like performances bonuses, sales threshold commission increases, and other monetary perks make up a very large portion of revenue. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  24. 24. Banner Ad Sales % 12% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  25. 25. Text Ad Sales % 38% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  26. 26. What Does That Mean? These two dominate promotion types are starting to decline, representing only half of affiliate sales made. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  27. 27. Non-Banner/Text Ad Sales % 50% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  28. 28. Custom (Deep) Link Sales % 37% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  29. 29. What Does That Mean? The importance of an affiliate’s ability to integrate custom (deep) link in relevant ways into their content is paramount. Feels almost more like content enhancements than advertising. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  30. 30. Average Number Of Programs An Affiliate Will Join 9.5 Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  31. 31. What Does That Mean? Merchants should always be aware of the competition their affiliate is also partnered with and should always strive to build the very best program to dominate competition. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  32. 32. Average Affiliates In A Program 269 Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  33. 33. Average % Of A Program’s Affiliates With One Or More Sale In 2015 10% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  34. 34. What Does That Mean? Correlates with affiliates joining average of 10 affiliate programs each. Often affiliates will only focus on one- maybe two- of their programs to actively represent. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  35. 35. Average Merchant-To-Affiliate Email Open Rate 22.1% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  36. 36. Average % Of Sales With Multiple Affiliate Referrals Involved In Sale 16% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  37. 37. What Does That Mean? We won’t get into the attribution rabbit hole too much, but know that affiliates will start to demand split commission payouts based on all affiliate activity in a single sales cycle. Want to know more? Let’s talk after! Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  38. 38. Where is EPC? EPC in the affiliate industry lacks universal definition. Will avoid EPC rant…. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  39. 39. Now, Just For Fun…. Let’s take a look at how some of these statistics differ during the fourth quarter. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  40. 40. “Prime Time” Average Order Value (11/16-12/25) $129.22 - Up 5% (2015 Average: $123.30) Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  41. 41. “Prime Time” Click Through Rate (11/16-12/25) 3.75% - Up 20% (2015 Average: 3.13%) Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  42. 42. “Prime Time” Conversion Rates (11/16-12/25) 5.84% - Up 49% (2015 Average: 3.93%) Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  43. 43. “Prime Time” Mobile Sale % (11/16-12/25) 24.5% - Up 13% (2015 Average: 21.7%) Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  44. 44. “Prime Time” Avg. Affiliate Revenue Makeup (11/16-12/25) 91%/9% Incentive/bonus earnings up 29% Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8)
  45. 45. Average Affiliate Channel Stats & KPIs: How Do You Stack Up? Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs by Chad Waite (@ChadW8) Chad Waite Marketing Manager, AvantLink cwaite@avantlink.com (@ChadW8)

×