Ecommerce Website - Revamped Affiliate Program

The Goals/Challenges

The client, an ecommerce website that ships painting supplies worldwide, contracted MoreVisibility in February of 2011 to manage their existing affiliate program. The specific goals of the program included:

  • increasing conversions
  • auditing the existing marketing program to identify both opportunities and weaknesses to improve upon
  • maintaining day-to-day communication with affiliates
  • recruitment of new affiliates to the program
  • re-launching the affiliate program with new marketing efforts

This affiliate program was particularly cumbersome, as it had not been touched in months and was "running on auto-pilot."

The additional challenge was to determine the proper commission structure and cookie duration in order to remain competitive within the home and garden affiliate category.

The Solutions

Extensive industry research and evaluation was conducted to determine areas for modification, including current marketing efforts and the competitiveness of the affiliate program.

Additionally, because the existing program was running on auto-pilot, there was little to no communication with the current affiliates, as well as hundreds of pending affiliates. These pending affiliates were not able to generate sales for the ecommerce website as they were not yet approved to work with the program.

The Results

Within the first six months of MoreVisibility assuming affiliate management, transactions from the affiliate medium increased by 162.5%, conversion rate increased from 4.74% to 5.62% and revenue increased by 78.97%. Average Order Value also increased from $139.67 to $175.35.

The results within the first six months of managing the program were so great that the client contracted MoreVisiblity to expand its affiliate program into a second affiliate network.

  Conversions Conversion Rate Revenue from Affiliate Program Average Order Value
February 2011 to July 2011 126 5.62% $22,191.75 $175.35
September 2010 to February 2011 48 4.74% $6,732.84 $139.67
February 2010 to July 2010 30 3.61% $2,659.79 $88.62

Summary

The success of these programs is a direct result of the expertise and dedication by MoreVisibility to ensure that the defined goals of the client were achieved. A new marketing plan was implemented immediately and the necessary strategies were put into place and were carefully monitored to immediately show increased revenue for the client.