I’ve heard this more often than I care to admit from aspiring merchants. “I’m about ready to launch my site (or offer), and before I start spending money on traffic, I’ll just launch an affiliate program and work out the kinks“.
Sure, I’m paraphrasing, but that’s basically what they’ve all said.
Don’t work out the kinks with your affiliates!
Are you crazy?
…That’s how I respond.
The idea that a merchant can simply throw up an affiliate program before optimizing for conversions is so short-sighted and such a ridiculous concept, that I’d laugh if it wasn’t so appalling.
Affiliates are not guinea pigs.
On the contrary, an affiliate program is only appropriate to launch after, and only after, you’ve already confirmed your conversions are optimized. That includes everything starting with your shopping cart, your on-site messaging, your followup system, your marketing material and messaging – everything.
Also, you need to be sure that your site is exclusively focused on converting traffic into direct sales. By direct sales, I mean no “leaks” into indirect revenue such as Adsense, or any other non-commissionable actions.
Affiliates spend their hard earned time, energy, and money to drive traffic to your site. And they do it for free.
The only thing they expect, and demand, out of you — is that you’ll convert their traffic, accurately track their sales, and pay their deserved commissions.
So don’t experiment with Affiliates.
Experiment with your own money. Experiment first. Perfect and optimize everything – first.
Then, and only then, launch an affiliate program that you can be proud of.
Todd, you’re right on the money there! “Short-sighted” and “ridiculous” are mild adjectives to use for such cases. More than once have I seen affiliate programs with conversion rates under 0.05%. And when I see such data (after being told about conversion of 10% or higher) I say “someone’s not telling me the full story!” Thank you for this post.
Thanks, Geno.
Ya know, I’ve had this post in mind for so long now. I just couldn’t hold it in any longer.
Merchants have got to see the light, and do what’s right! (I should be a defense attorney, with such rhymes.)
…or a poet? 🙂
Enjoy your evening and see in Vegas?
I couldn’t have said it better myself. This type of advice never goes out of style! Merchants, as with all sound investments, you get out of your affiliate programs what you put in.
Required reading for every merchant who’s ever considered an affiliate program.
Merchants who expect their affiliates to take the losses while they optimize their site and figure out what works and what sells are selfish, greedy thieves, plain and simple.
They are also foolish because affiliates do talk to each other and no power affiliates who can really drive sales well are EVER going to forget what they did.
My tolerance for people who want to get rich off the backs of others is at an all time low and will stay there forever. Show your true colors and after that the only benefits you will ever see from me are if something benefits others far more than it does you.
Thanks for the comment, Gail!