How to Relaunch / Revamp Your Affiliate

Program

Deborah Carney, Team LoxlyKim Salvino, Chateau 20Amy Ely, Under Armour

Agenda• Step 1: Assess Program Goals & Reputation• Step 2: Evaluate the Competitive Landscape• Step 3: Build A Strong Foundation• Step 4: Confirm Tracking & Reporting• Step 5: Review Your Affiliate List• Step 6: Develop A Communication Plan• Step 7: Launch!

What Are Your Goals?

Source: http://www.moviefanatic.com/gallery/scrat-in-ice-age-continental-drift/

Program Goals: Establish Baseline

KPIs• Data, data, data….• It’s not just the total number of affiliates• Where does affiliate sit in the ecommerce

revenue stream?

Step 1: Assess Program Goals & Reputation

Reputation:Assess Where You

Stand• Google search, forum search, affiliate survey• Google alerts – set for you and competitors• Accept the positives. Address the negatives.

Step 1: Assess Program Goals & Reputation

Competitive Landscape:

How Do You Compare?• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions

Step 2: Evaluate the Competitive Landscape

• Commission rate• Cookie length• Conversion rate• Creative suite• Feeds and tools• Terms and conditions

Strong Foundation = Long Term Success

Source: http://www.movewelllivewell.com/faq

Strong Foundation:Program T& Cs

• Network terms vs. program terms• Clarity and consistency is key• Outline search policies

o Brand name in display URLo Misspellingso Brand + term bidding

• Coupon policy• Email terms• Social media policy

Step 3: Build A Strong Foundation

Strong Foundation:Your Program FAQs

• Think like an affiliate and anticipate questions• Share key information• Search engine friendly copy and content

Step 3: Build A Strong Foundation

Strong Foundation:Creative Selection

• Variety = accommodate and inspire• IAB Standard and unique sizes• Deep text links to boost conversion• Well categorized, regularly updated data feed• Content as a resource for affiliates

Step 3: Build A Strong Foundation

Tracking & Reporting

Test, Test, Test….• Test shopping cart in all major browsers

o IE, Firefox, Chrome, Safari• Complete a test purchase

o Confirm tracking and reporting are working• Check each network

o Ensure transactions across networks track properly

**AFFILIATES WILL TEST YOUR TRACKING**Make sure it’s right BEFORE they find errors

Step 4: Confirm Tracking & Reporting

Tracking & Reporting

Mobile Ready• Add Safari to the list of browsers to test• Safari and Chrome = most widely used on mobile• NO FLASH, as not all mobile devices support flash• Ensure your cookie works in mobile

Step 4: Confirm Tracking & Reporting

Affiliate ListReview Current

Partners• Check your placement on their site• Understand how they’re promoting you• Ensure compliance with Ts & Cs• Ask others about their reputation• Consult your network or OPM• Use search engines and forums to review positive

and negative feedback

Step 5: Review Your Affiliate List

Communication Plan

Intro & Ongoing• Getting Started

o Introductory newsletter and feedback requesto Announce in forums and social media

• Continued Communicationo Newsletter content and cadenceo Forum and social media involvement

…Most of All…Provide full contact details and be approachable,

genuine and responsive to affiliates

Step 6: Develop A Communication Plan

Launch!

Step 7: Launch!

Resources & ContactMerchant ABCs Podcast #29

Revamping & Relaunching an Affiliate Program http://merchantabcs.com/go/relaunch

Merchant ABCs & Geekcast.fm

Find Us On TwitterDeborah Carney @loxly

Kim Salvino @kim_salvinoAmy Ely @aely