Merchant 101 – Your Website

One of the most common posts on affiliates4u starts along these lines - 

“I’m thinking of launching an affiliate programme…”

usually followed by one or more questions regarding their website, choosing a network and finding affiliates. Since most of the affiliate related blogs tend to only dip into this area, I thought I’d have a go at putting together a series of posts to help SME’s looking to get into Affiliate Marketing.

This first post will cover what affiliates expect of your website. It’s their traffic that they are going to share with you, making it your responsibility to give that traffic the best opportunity to convert that you can. It is surprising the number of merchants who launch on a network with the most basic steps seemingly overlooked in the rush to launch the programme.

So here are the basics, the items to tick off your list before looking to start your affiliate programme. Not all of them are easy, but you only get one chance to make a first impression, so it’s important to get it right.

1) Functionality – make sure your site works. Simple, huh? Make sure every link works, that your basket software isn’t buggy, your e-commerce system can support third party tracking,  your server capacity can handle an increase in traffic and your site structure is likely to be stable for a while to come.

2) Leakage – the possibility of traffic on your site going elsewhere or converting via another un-tracked channel. Phone numbers splashed across your site aren’t going to do you any favours with affiliates. While some may claim it’s a fractional percentage of visitors who go on to convert this way, unless you have undeniable tracking for this affiliates aren’t going to like it. Having links to other sites that possibly create a side revenue for you is also going to bring affiliates wrath. It’s simple enough to devise ways to hide these leaks from affiliate traffic.

Links: Local cookies, phone numbers, url tags

3) Conversion – obviously it’s in your own best interest to ensure you maximise your conversions. Affiliates will and do test out your site before considering promoting you. Spend some time looking at any barriers to conversions (having to register before buying is a favourite), even use a third party (paid or unpaid) to give you an opinion. Better to be pre-emptive than read about it on the forum!

Links: 108 conversion rate tips, understanding your visitors

4) Buy-In – This part isn’t strictly website related, but is an important fundamental before even considering affiliate marketing. You have to make sure everyone involved is committed to the concept, be it your board, your boss or very importantly your coders . Dabbling at affiliate marketing isn’t likely to work, it needs to be a 100% commitment.

Links: Securing buy-in

The above are what I’d consider to be the basics on a fairly generic level. Different areas will have different priorities, but the basics should be similar.

In later posts I’ll discuss setting your commission levels, choosing your network and deciding on in-house or external management amongst many other topics! In true “Ask Kirsty” stylee, feel free to email in any questions! chris.c [at] sunshine.co.uk