1. How To Motivate And Incentivise
Affiliates Effectively
By Mark Russell
Existem Affiliate Management

2. Think like an affiliate
• What do they do?
• How do they do it?
• Why do they do it?
• Recognise their entrepreneurial nature.
• Recognise they are paid by results
- Therefore – motivated by results

3. Getting a result – Primary Goals
• Making a sale
• Driving a lead

4. Getting a result – Other Goals
• Achieving high SEO ranking
• Building a database of keywords
• Visible blog / original content

5. Getting a result
• What can I do to help drive these goals?

6. Your Website Conversion
• Reduce leakage
– Telephone numbers
– Non-commissionable products and links
– Dead end pages

7. Your Website
• Optimise conversions
• Ensure fast page loads
• Ensure stock situation is clear to
consumer
• Clear call to action
• Necessary product explanations
• Simple checkout

8. Programme Policy and Description
• Ensure clear commercial policy
• Clear PPC guidelines
• Clear “validity” guidelines
• Comprehensive merchant description

9. The Basics – A Recap
• Affiliates will choose high conversion
over high commission
• Affiliates trust merchants with affiliate
friendly sites
• Affiliates will sign up for programmes that
are easy to work with
• Getting the basics right motivates
RECRUITMENT!

10. Motivation Strategies
• Sales growth
• Lead quality
• Recruitment
• Affiliate Type

11. Motivation – Sales Growth
• Commission – Affiliate Facing
– Commission Rates
– Commission Tiers
– Time limited increases

12. Motivation – Sales Growth
• Commission – Affiliate Facing
– Commission Rates
– Commission Tiers
– Time limited increases
• Exclusive Discount / Promotions – Customer
facing
– Customer discount

13. Motivation – Lead Quality
• Target quality
• Pay higher CPA when good results are
apparent
• Be transparent
• Validate promptly with rapid feedback
• Provide affiliate education
• Provide affiliate with customer education
material

14. Motivation – Affiliate Recruitment
• Double first commissions
– First sale
• Introductory rates
– High first month commission
• Prize draw
– For posting links

15. Motivation – Affiliate Types
• Different affiliate types require different
strategies
– Cash back / Incentive
– Content
– Voucher Code
– PPC
– Comparison

16. Content Sites - Motivation
• SEO friendly content
• Descriptions
• Timely information

17. Cashback / Incentive Sites - Strategy
• Exclusive offers to affiliate
• Higher commission rates
• Exclusive offers to customers

18. Content Sites - Strategy
• Supply bespoke copy
• Send out best-seller / new product
information
• Ensure flow of new and relevant
communication
• Ensure using all network tools

19. Voucher Code Sites - Strategy
• Ensure you can supply voucher codes
• Exclusive voucher codes
• Custom Voucher Codes

20. PPC Affiliate - Motivation
• Opportunity
• Volume
• Conversion
• Keywords
• Cash-flow

21. PPC Affiliate - Strategy
• Clearly defined PPC policy
• Ensure site converts efficiently
• Make available keyword information
• Provide all tools for available opportunities
• Prompt validation

22. Comparison Site - Motivation
• Multiple retailers
• Standardised information
• Available product
• Conversion
• Revenue

23. Comparison Site - Strategy
• Ensure campaign is visible
• Ensure product feed is correctly specified
• Ensure product feed is updated frequently
• Ensure commission and conversion is in line
with or better than similar retailers

24. Strategy - Summary
• Understand needs and motivation of affiliate
types and address them specifically

25. Conclusion
• Motivating and incentivising is 2 tiered
– Site basics / Programme housekeeping
– Tailored strategy for affiliates
• All communication needs to be timely
• All communication needs to be respectful
• Politeness and courtesy go along way in
affiliate motivation

26. Thank You For Your Time
Mark Russell
www.existem-am.com
mark@existem-am.com
0870 8031366
07971 199909