Average Affiliate Channel Stats and KPIs- How Do You Stack Up?

Average Affiliate Channel Stats & KPIs:
How Do You Stack Up?
Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs
by Chad Waite (@ChadW8)
Chad Waite
Marketing Manager, AvantLink
cwaite@avantlink.com (@ChadW8)

So, What Are We Doing Here?
No, this will not be the most advanced, in-depth,
crazy theoretical presentation at ASW.
It’s simple and straightforward and should be a
great way to find out where your performance
stands in the affiliate channel.

So, What Are We Doing Here?
Goal: Learn averages for standard KPIs for both
affiliates and merchants from the perspective of
a network.
Bonus! Light analysis of certain metrics.

Why?
Because sometimes it’s just nice to know you’re
better than the competition.
...also to help get a baseline for setting
reasonable goals & expectations when
participating in the affiliate channel.

Where We’re Getting These Stats:
Stats are sourced from AvantLink for the 2015
calendar year. Ability to summarize big data to
consumable information points.
You’re about to see a lot of numbers. Let’s get to
it...

Average Order Values
$123.30

Average Click Through Rate
3.13%

Average Conversion Rates
3.93%

Mobile Sales %
21.7%

Prior Year Mobile Sales %
2015: 20.4%
2014: 19.3%

What Does That Mean?
Mobile sales will continue to grow quickly.
Google’s Mobilegeddon will continue to force
more responsive retailer websites and fuel
the increase in mobile conversions.

Average Mobile Order Values
$113.98

Average Base Commission Rate
6.7%

New Customer %
21.5%

Most merchants love to see new customers.
For better or for worse, this reinforces a very
popular idea that affiliate marketing is a channel
only for new client acquisition rather than a
retention channel.

Average Time To Sale After Click
0-24 Hours: 78%

Vast majority of sales made within the day or
referral. Customers are quicker to buy than ever
before, and affiliate referrals help solidify the
intent to buy.

1-7 Days: 8%

Someone needed their paycheck first...

8-30 Days: 9%

Someone needed two paychecks first...

Affiliate Revenue Make-Up
93%/7%
(Commission Earnings
vs Incentive/Bonus Earnings)

For high-value affiliates, incentives like
performances bonuses, sales threshold
commission increases, and other monetary
perks make up a very large portion of revenue.

Banner Ad Sales %
12%

Text Ad Sales %
38%

These two dominate promotion types are
starting to decline, representing only half of
affiliate sales made.

Non-Banner/Text Ad Sales %
50%

Custom (Deep) Link Sales %
37%

The importance of an affiliate’s ability to
integrate custom (deep) link in relevant ways
into their content is paramount. Feels almost
more like content enhancements than
advertising.

Average Number Of Programs
An Affiliate Will Join
9.5

Merchants should always be aware of the
competition their affiliate is also partnered with
and should always strive to build the very best
program to dominate competition.

Average Affiliates In A Program
269

Average % Of A Program’s Affiliates
With One Or More Sale In 2015
10%

Correlates with affiliates joining average of 10
affiliate programs each. Often affiliates will only
focus on one- maybe two- of their programs to
actively represent.

Average Merchant-To-Affiliate Email
Open Rate
22.1%

Average % Of Sales With Multiple
Affiliate Referrals Involved In Sale
16%

We won’t get into the attribution rabbit hole too
much, but know that affiliates will start to
demand split commission payouts based on all
affiliate activity in a single sales cycle.
Want to know more? Let’s talk after!

Where is EPC?
EPC in the affiliate industry lacks universal
definition. Will avoid EPC rant….

Now, Just For Fun….
Let’s take a look at how some
of these statistics differ
during the fourth quarter.

“Prime Time” Average Order Value
(11/16-12/25)
$129.22 - Up 5%
(2015 Average: $123.30)

“Prime Time” Click Through Rate
(11/16-12/25)
3.75% - Up 20%
(2015 Average: 3.13%)

“Prime Time” Conversion Rates
(11/16-12/25)
5.84% - Up 49%
(2015 Average: 3.93%)

“Prime Time” Mobile Sale %
(11/16-12/25)
24.5% - Up 13%
(2015 Average: 21.7%)

“Prime Time” Avg. Affiliate Revenue
Makeup (11/16-12/25)
91%/9%
Incentive/bonus earnings up 29%

Average Affiliate Channel Stats and KPIs- How Do You Stack Up?

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Average Affiliate Channel Stats and KPIs- How Do You Stack Up?