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CONVERSION OVER CLICKS:
REEVALUATING COUPON CODE PARTNERS
Affiliate Summit West 2020
Las Vegas, NV
Christoph von Bülow
Chief Commercial Officer
Fresh Year … Let’s Reflect On The Current Mindset
... - 2019 2020
Not What We Mean…
We’re All Familiar with the Status Quo
“Coupon sites don‘t provide any real value for the program.”
“Sorry we can’t go higher; all our coupon affiliates are on 1%.”
”The sales look good, but we would have gotten these anyways.”
“We’ve never worked with coupon sites.”
“But can you prove your sales are entirely incremental?”
”Your conversion rate looks great, but year over year sales are down.”
Until This Conversation Meaningfully Shifts...
Where does the motivation of
coupon publishers lie?
Redefining Conversion in a Partnership
2020
Accomplishing an agreed
goal or target
This Can Take Many Forms
Total Transactions
This Can Take Many Forms
Total Transactions
New User Acquisition
Higher Basket Values
Creating Additional Touchpoints
and on and on....
Example: A Tale of Two Coupon Publishers
Coupon Publisher A Coupon Publisher B
1% CPA 1% CPA
Example: A Tale of Two Coupon Publishers
Coupon Publisher A
350 Clicks
50 Sales
Top User Experience
“Conversion” Champion
Coupon Publisher B
10,000 Clicks
105 Sales
Misleading Discounts
SEO Champion
1% CPA 1% CPA
Example: A Tale of Two Coupon Publishers
Coupon Publisher A
350 Clicks
50 Sales
Top User Experience
“Conversion” Champion
Coupon Publisher B
10,000 Clicks
105 Sales
Misleading Discounts
SEO Champion
1% CPA 1% CPA
False Aims in Action
Coupon Publisher A
8 Offers
10 Offers
5 Offers
5 Offers
Coupon Publisher B
50 Offers
35 Offers
18 Offers
25 Offers
Department Store A
Department Store B
Cosmetics Store
Food Delivery Service
The Data Is Clear
Conversion Over Clicks: Reevaluating Coupon Code Partners
Conversion Over Clicks: Reevaluating Coupon Code Partners
Conversion Over Clicks: Reevaluating Coupon Code Partners
Conversion Over Clicks: Reevaluating Coupon Code Partners
And Let’s Be Honest
Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
Coupon Publisher B
Nearly 100% SEO-based traffic
Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
58 Sales
Coupon Publisher B
Nearly 100% SEO-based traffic
100 Sales
Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
58 Sales
Coupon Publisher B
Nearly 100% SEO-based traffic
100 Sales
Trust in Touchpoints & New Approaches
Paid for
Final Touch Point...
Trust in Touchpoints & New Approaches
Paid for
Final Touch Point...
... But Capable of
MUCH More
Such As...
• Strategic content and partnerships
• Contextually relevant coupon widgets
• Email and notification-based outreach
• Linking traditional commerce content with incentives
• ...
Case Study: N26 Campaign
Goal: 1,500 new bank customers over two week campaign
Methodology:
• Utilize exclusive promo code for new customers
• Target customers across wide array of touchpoints and channels,
in the context of Apple Pay release in Germany
Touchpoints Used
Converting Through Content
Results
1.9M
Impressions
5.2K
Clicks
1.15K
New Account
Sign-Ups
22%
Click-to-Sign Up
Rate
Results
42 39 31 28 27
42 50
37 35 35 29 25
41
336
175
114
87
0
50
100
150
200
250
300
350
400
N26 Exclusive Code Campaign: New Bank Account Sign-Ups per Day
But What About “Established Products”?
Hotel A Hotel B
Sunday Occupancy Rate: < 60%
Move Beyond Established Norms
Hotel A Hotel B
Sunday Occupancy Rate: < 60%
Incentivise Incremental Business
• Greater exposure
• Eyecatcher over competition
• Longer stays (basket value)
• Higher new customer rates
• Further product experiences
• More returning customers
• ...
Hotel A
How to begin?
It all starts with a conversation
Wrapping up: It’s ultimately up to you
• Talk with your coupon-based affiliates
• Share, but also request, data wherever relevent
• Reward those who meet expectations and others will follow
• Get into the details
Wrapping up: It’s ultimately up to you
Do you want to encourage more of
Coupon Publisher A or Coupon Publisher B?
Thanks For Stopping By!
Strategic Partners & Brands

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Conversion Over Clicks: Reevaluating Coupon Code Partners

  • 1. CONVERSION OVER CLICKS: REEVALUATING COUPON CODE PARTNERS Affiliate Summit West 2020 Las Vegas, NV Christoph von Bülow Chief Commercial Officer
  • 2. Fresh Year … Let’s Reflect On The Current Mindset ... - 2019 2020
  • 3. Not What We Mean…
  • 4. We’re All Familiar with the Status Quo “Coupon sites don‘t provide any real value for the program.” “Sorry we can’t go higher; all our coupon affiliates are on 1%.” ”The sales look good, but we would have gotten these anyways.” “We’ve never worked with coupon sites.” “But can you prove your sales are entirely incremental?” ”Your conversion rate looks great, but year over year sales are down.”
  • 5. Until This Conversation Meaningfully Shifts... Where does the motivation of coupon publishers lie?
  • 6. Redefining Conversion in a Partnership 2020 Accomplishing an agreed goal or target
  • 7. This Can Take Many Forms Total Transactions
  • 8. This Can Take Many Forms Total Transactions New User Acquisition Higher Basket Values Creating Additional Touchpoints and on and on....
  • 9. Example: A Tale of Two Coupon Publishers Coupon Publisher A Coupon Publisher B 1% CPA 1% CPA
  • 10. Example: A Tale of Two Coupon Publishers Coupon Publisher A 350 Clicks 50 Sales Top User Experience “Conversion” Champion Coupon Publisher B 10,000 Clicks 105 Sales Misleading Discounts SEO Champion 1% CPA 1% CPA
  • 11. Example: A Tale of Two Coupon Publishers Coupon Publisher A 350 Clicks 50 Sales Top User Experience “Conversion” Champion Coupon Publisher B 10,000 Clicks 105 Sales Misleading Discounts SEO Champion 1% CPA 1% CPA
  • 12. False Aims in Action Coupon Publisher A 8 Offers 10 Offers 5 Offers 5 Offers Coupon Publisher B 50 Offers 35 Offers 18 Offers 25 Offers Department Store A Department Store B Cosmetics Store Food Delivery Service
  • 13. The Data Is Clear
  • 18. And Let’s Be Honest
  • 19. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns Coupon Publisher B Nearly 100% SEO-based traffic
  • 20. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns 58 Sales Coupon Publisher B Nearly 100% SEO-based traffic 100 Sales
  • 21. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns 58 Sales Coupon Publisher B Nearly 100% SEO-based traffic 100 Sales
  • 22. Trust in Touchpoints & New Approaches Paid for Final Touch Point...
  • 23. Trust in Touchpoints & New Approaches Paid for Final Touch Point... ... But Capable of MUCH More
  • 24. Such As... • Strategic content and partnerships • Contextually relevant coupon widgets • Email and notification-based outreach • Linking traditional commerce content with incentives • ...
  • 25. Case Study: N26 Campaign Goal: 1,500 new bank customers over two week campaign Methodology: • Utilize exclusive promo code for new customers • Target customers across wide array of touchpoints and channels, in the context of Apple Pay release in Germany
  • 29. Results 42 39 31 28 27 42 50 37 35 35 29 25 41 336 175 114 87 0 50 100 150 200 250 300 350 400 N26 Exclusive Code Campaign: New Bank Account Sign-Ups per Day
  • 30. But What About “Established Products”? Hotel A Hotel B Sunday Occupancy Rate: < 60%
  • 31. Move Beyond Established Norms Hotel A Hotel B Sunday Occupancy Rate: < 60%
  • 32. Incentivise Incremental Business • Greater exposure • Eyecatcher over competition • Longer stays (basket value) • Higher new customer rates • Further product experiences • More returning customers • ... Hotel A
  • 33. How to begin? It all starts with a conversation
  • 34. Wrapping up: It’s ultimately up to you • Talk with your coupon-based affiliates • Share, but also request, data wherever relevent • Reward those who meet expectations and others will follow • Get into the details
  • 35. Wrapping up: It’s ultimately up to you Do you want to encourage more of Coupon Publisher A or Coupon Publisher B?
  • 36. Thanks For Stopping By! Strategic Partners & Brands