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Your Affiliate Program is Too Complicated

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This presentation is from Affiliate Summit East 2018 (July 29 - July 31, 2018 in New York).

Session description: Have partners stopped promoting your brand? Why? Your program has too many: rules, links, networks, errors. This session will help you simplify your affiliate program and get better results.

Published in: Business
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Your Affiliate Program is Too Complicated

  1. 1. Your Affiliate Program Is Too Complicated Nick Oswald Performance Marketing Manager
  2. 2. 2 Who am I?
  3. 3. 1. Your Signup Process Is Too Complicated 2. Your Links Are Too Complicated 3. Your Brand Is Too Complicated 3 Your Affiliate Program Is Too Complicated What is this? nick_oswald
  4. 4. • Search Google • Scroll past ads • Click link • Scroll landing page • Decide between networks • Click sign up • Fill out form #1 • Captcha • Submit • Open email window 4 Signup Process nick_oswald A Tale of 43 Steps • Find and open email • Click to verify • Fill out form #2 • Check 5 boxes • Submit again • Wait for approval • Wait • Wait some more • Finally get an acceptance email • Open CJ.com in a new window • Click login • Enter username / password • Login • Click links header • Enter search term • Scroll • Scroll • Scroll some more • Click get code button • Copy HTML
  5. 5. • We don’t… • Instead you make a difference where it counts: the acceptance message • Network messages are received the loudest out of any messaging to publishers • Make it short • Make it useful • You’re competing with short attention spans 5 Signup Process nick_oswald How do we simplify the signup process?
  6. 6. 1. Your Signup Process Is Too Complicated 2. Your Links Are Too Complicated 3. Your Brand Is Too Complicated 6 Your Affiliate Program Is Too Complicated Links nick_oswald
  7. 7. • Keep your banners simple • And your text links, simpler • One tracking link per product landing page • Let your landing pages do the heavy lifting • Lots of SKUs? • Enable deep links for publishers • Integrate with feed services 7 nick_oswald A Mess of SKUs, Banners, and Text ™ Links
  8. 8. • Make easy changes on the fly that you don’t have to ask affiliates to swap for you • Create a link once that you always* keep active • Change the destination URL when your landing page or offer changes • Then you only need to tell publishers to change their copy, not their livelihood 8 nick_oswald Pro-tip: Change Redirects, Not Links Links *Ok maybe not always, but a really long time
  9. 9. 1. Your Signup Process Is Too Complicated 2. Your Links Are Too Complicated 3. Your Brand Is Too Complicated 9 Your Affiliate Program Is Too Complicated Your Brand nick_oswald
  10. 10. 10 Your Brand
  11. 11. • Tell people clearly and concisely what your product does • What brings value to a customer will bring value to a publisher • Offer content that helps publishers explain what you do rather then who you are • The point of performance marketing is to have other people using their own voice to promote your brand 11 nick_oswald Leave the Lifestyle Messaging to Influencers Your Brand
  12. 12. • No one is reading all of your T’s&C’s • Think long and hard about your commissionable product list • Rules of thumb: • If it's sold on your website, customers will find a way to buy it • Don’t penalize affiliates for poor click paths on your website 12 nick_oswald Your Rules Are Too Complicated Your Brand
  13. 13. If your signup process is too complicated • Make the welcome email count • Send links and product info ASAP • Encourage new ideas 13 So It’s Too Complicated. Now What? Conclusion nick_oswald If your links are too complicated • Build better landing pages • Use no more than 3 banners sizes per campaign / language • Change destinations instead of URLs If your brand is too complicated • Tell publishers what your product does, not who you are • Let influences speak for themselves • If a product is available on your site, someone will buy it ™
  14. 14. Email: nick.oswald@cleverbridge.com Twitter: nick_oswald cleverbridge_dms

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