Optimizing With Your Merchant Partner


Published on

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

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Going to next slide: We’ll begin by discussing a couple of the Affiliate Types and what they’re customers are looking for
  • Optimizing With Your Merchant Partner

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