There’s no merchant that hasn’t ever wondered what makes an affiliate pick one program over another. Is it commission rate, conversion, EPC, or a combination of all these? Or maybe there’s a significantly larger number factors? There is.
I believe that there is a set of 15 factors all of which are closely intertwined and interdependent; and since an affiliate’s performance with a affiliate program is always dependent on a bouquet of all these variables, a smart affiliates analyzes the whole set.
I’ve highlighted the top 5 of them in my recent post at Econsultancy, but haven’t spoken much about definitions, or explanations… These may be found in my “15 Guidelines to Choosing an Affiliate Program” which is featured in the September 2010 issue of Website Magazine which is already hitting its subscribers’ mailboxes [for those not subscribed to it, here’s a PDF for you].
Based on a poll I have conducted among affiliates, the prioritization of these factors is distributed as follows:
- Commission amount (47%)
- Website usability, leaks, etc (37%)
- Merchant’s reputation / reliability (36%)
- Conversion rate (27%)
- Tracking / reporting platform used (26%)
- Cookie life (23%)
- Prices / competitiveness (23%)
- Market saturation (19%)
- EPC (18%)
- Creatives (18%)
- Tools (16%)
- Commission recurrence (13%)
- Management & approachability (14%)
- Terms of service (11%)
- Reversal rate (7%)
I hope this information gives good food for thought both to affiliates and merchants.
If you’re an affiliate that hasn’t cast your vote yet, please do so here. And, as always, your comments will be appreciated.