Guinea Pigs
posted in Affiliate Marketing |
Sometimes it seems networks and merchants are too keen in getting a program launched, I realise that some networks are careful but maybe not enough. Before a program is launched perhaps all merchant programs should go through / undergo some form of gestation or incubation period. This is not simply about ensuring that the merchants website is of suitable quality in design & functionality, though this can be subjective (beauty is in the eye of the beholder) or about prominent telephone numbers (potentially causing leakage) are not too visible & ensuring tracking is correctly inserted … But, about conversion! Now this might be outside the remit of the network, however before a program is launched perhaps the network (not the affiliate) should run two ppc campaigns obo of the merchant without any commission involved.
The first one based on brand keywords, hydrid keywords (brand+generic) and brand mispellings .. The second based on the merchants top 25 (for example) products. To ascertain the CR (conversion rates) & EPCs of these. The network bidding on brand is purely a litmus test to ascertain how well a merchant can convert on its own brand .. if it cannot, it’s more often than not unlikely to be able to convert on product terms, however this is not “always” (though most often it is) the case, as well as the fact that the merchant may not be a large enough brand to receive a large volume of traffic to quantify the data to form CR’s & EPC’s. Hence, the need for testing the product terms too. Once these have been run say over an initial experimental period of a month, then the network could suggest changes which can be implemented to improve the CR & EPC which are comparible or better than programs within the same vertical sector. Once the changes have been made, then test again over another suggested period of one month until satisfactory results are acheived … then … and only then release the program by making it live.
Summary
The reason for this is simple, too often programs are unleashed on the affiliate community before they are even ready, the affiliates can be the victim of being the unfortunate Guinea Pigs to ascertain whether these programs convert or not .. potentially wasting time and money (whether it be via seo, ppc, email marketing etc). This could also prevent some affiliates abandoning programs if results are poor and spreading the word with negative vibes to the affiliate community that a particular program is a poor convertor. Therefore if affiliate programs were prepped & tested correctly before launch, then the uptake & confidence from affiliates in a particular program maybe higher and assist in ski-ramping any new program onto the scene.
Finally, there may also be a space / void in the consultancy field for an affiliate to earn an additional income by offering their services based on their experience & knowledge of the industry pertaining to what is suggested above. The frustation sometimes aired by affiliates is when merchants take too long to make necessary changes, usually larger brands are slow & sluggish like dinosaurs (maybe due to bureaucratic authorisation procedures & long chains of approval to implement the slighest thing), whereby affiliates can implement necessary changes more vigorously. Thus, this is why it’s so important to ensure everything is tickety-boo right from outset.
