When an affiliate takes time to post their thoughts on what annoys them, merchants should take heed… Such is the case with Logan Thompson’s recent 10 Reasons Affiliates Don’t Like Your Website blog post, and I fully agree with Joe Sousa’s tweet:
In addition to the 10 website-related concerns that Logan has outlined in his above-quoted post, I’d like to add 10 more reasons why affiliates, instead of joining your affiliate program, may just go straight to your competitor. These are:
1. Uncompetitive offer(s) — If you aren’t more attractive to the end-user than the other store, don’t expect
many affiliates to promote you.
2. Unreliable/unknown tracking platform — As Mike Allen put it, “Ultimately, affiliates need solid tracking and payments. Everything else is icing on the cake!”
3. Poor/inexistent tracking of alternative payment options — Be it Google Checkout, PayPal, or anything else, you want to ensure that payment made via these methods are properly tracked via your affiliate program.
4. Poor graphics — Be it product images, affiliate banners, or any other graphics, it must be of top notch quality. Period!
5. Low commission/payouts — If you’re paying less than your direct competitors, don’t hope for much in affiliate marketing. Same applies to previous history of commission drops.
6. High reversal rate — Not many affiliate platforms let affiliates see this information up front, but all affiliates find this data sooner or later. If your affiliate program has a high reversal rate, you won’t succeed.
7. Inaccessible affiliate manager — When a prospective affiliate does not know how, or cannot connect with your affiliate program’s manager, it’s never a good sign for them. They won’t assume it will be different when they have a problem to take care of.
9. Vague program descriptions — “Best conversions in the industry”, “highest payouts”, “unbelievably high average order value”… Cut the BS! Talk exact statistics, and real-life successes (without giving out any sensitive info, of course).
10. Lack of personalization — Nothing devalues your affiliate more than calling him/her a “Dear Valued Affiliate” at the very outset of your email. Be personal and relevant too. Otherwise, even if they’re already aboard your program, you won’t motivate them to go out of their way for you.
If something important has been missed (between Logan’s post and mine), please do add it in the “Comments” are below. My blog is read by multiple merchants and affiliate program managers. So, your comments will definitely be seen by the right eyes.