Not too long ago I wrote about the common mistakes merchants make while creating affiliate banners. Today I would like to outline the 7 most common mistakes that merchants make while putting together affiliate coupons.
1. No Landing Pages
Coupon landing pages are commonly overlooked by merchants. When the traffic (from a very targeted coupon ad) is directed to the homepage, the effectiveness of the coupon campaign suffers. You want to have a dedicated landing page for every coupon. Each landing page should reinforce the offer, and reiterate the procedure of getting the discount. Make it easy for the end user. This is directly tied to the conversion you will see.
2. No Creatives
Having a 125 x 125 pixel banner to go with every coupon is a must. If possible, create two creatives for each coupon: a 88×31 button, and a 125×125 square banner.
2. Irregular Coupons
Just as it is with any marketing campaign, you want to have a structured and smoothly flowing coupon one. Episodic offerings of affiliate coupons are inconvenient in many ways. It is good to offer (a) short-term aggressive discounts, (b) longer term coupon offers, and (c) seasonal coupons and deals at all times.
3. Not Keeping Affiliates Informed
When new coupons are made available, you want to let affiliates know about them. Many merchants either forget to keep affiliates informed about them altogether, or announce them to affiliates literally on the day the coupons go live (not a good practice).
4. Problematic Coupon Codes
Avoid using zeros (it is hard for the end user to tell whether it is a zero or letter O), lower-case letter L (which can be mistaken for number 1), special characters (e.g.: $, %, _, #, &, and alike), and anything that can make your coupon code confusing. Additionally, make sure that the coupon code works whether it is entered in lower-case or upper-case letters.
6. Frequently Repeated Coupons
Even if you are offering an extremely great bargain during one month, do not offer it repeatedly over a long period of time. This builds expectation on the part of the customer/consumer, and the promo loses its effectiveness.
7. “Less-Than” Coupons for Affiliates
If besides the affiliate channel you are also offering coupons directly to your customers (current or prospective ones), make sure that the coupons provided for affiliates to market are at least as attractive (and preferably, even more motivating!) as the coupons you offer to customers directly.
I hope merchants will find this list of help. If you have read this, and haven’t found a mistake worth noting, feel free to post your observation below.