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tl;dr - Effectively manage your program by working with coupon and loyalty sites – not against them.

· Issue 30 · May 2015

3 Tips to Leverage

Coupon & Loyalty Sites by Bryan Flanaghan

Bryan Flanaghan

I

f you’re going to allow coupon and loyalty sites into your

On one of our websites, our team noticed that a few af-

affiliate program, here are three tips to help you maximize

filiates had begun advertising an exclusive discount that had

their profit opportunity.

been offered via our weekly newsletter. Instead of demanding that they remove the discount or rejecting those sales, our af-

Speak with Your Coupon & Loyalty Reps Directly

filiate coordinators worked together with these websites to of-

It’s important to take your affiliate program off auto-pilot

fer vanity codes specific to their site. We were able to maintain

and speak directly to representatives from coupon and loyalty

profitability on those sales, the consumer was able to benefit

sites. Working with these types of sites on certain promotions

from the discount, and our affiliates had an exclusive offer

can vastly improve your sales.

that drove additional traffic.

Rather than assuming that they ‘steal’ sales that would have already occurred via different channels, merchants need

Monitor Success on a Daily Basis

to start looking at the opportunity presented by these sites.

I’ve seen merchants advertise several discounts to cou-

Many coupon and loyalty sites can drive higher conversion

pon or loyalty websites, hoping that one of them is successful.

rates from consumers that are debating a purchase or would

Within our own industry, we see individuals run promotional

have gone to a competitor instead.

campaigns for weeks or months, only waiting to measure suc-

Regularly speak with your contacts at these sites to see

cess upon completion. It is imperative to track your growth on

what additional services they offer. Do they send out weekly

a daily basis so your team can anticipate fluctuations before

newsletters or do they advertise products on their social pag-

they happen.

es? Can you boost your pay-per-click strategy by working to-

As an affiliate manager, you should be regularly tracking

gether on certain campaigns? Do they have special placements

traffic and conversions on these sites and modifying your

on their site or promote certain products via retargeting?

strategy based on the data you collect. If a ‘Free Shipping’ coupon is driving 50% of your sales, but the average order val-

Consider Site-Specific or Unique Vanity Codes Working on an e-commerce website can often mean jug-

ue is low, you may want to consider raising the cart threshold for the coupon.

gling traffic from a number of different areas. Website manag-

Conversely, if your 5% discount has only had two conver-

ers or product owners routinely run channel-specific promo-

sions in the past three weeks, maybe it’s time to up the stakes

tions that get picked up by your affiliates, even if it is against

for the consumer and try to garner a few more sales with a

your program terms. Rather than punish an affiliate for being

richer discount.

vigilant about your product, you should alter your strategy to ensure that these discounts are profitable for both of you.

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Never wait till it’s too late to alter a promotion to meet your needs. Bryan Flanaghan is the affiliate manager for TicketNetwork and Ticket Liquidator.

Profile for Affiliate Summit

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