This is part of one of a two-part series on managing merchant expectations for an affiliate program. In Part One, managing program pre-launch expectations for merchants will be discussed and why it is important to make sure the merchant and the affiliate management team are on the same page.
Why do some merchants have unrealistic expectations for their affiliate programs? For some affiliate marketing is a new venture, or they have heard how other merchants have had great success with their products/services using affiliates marketing. Either way, the merchant must understand the difference between unrealistic and realistic expectations and defining them up front is essential to the success of any affiliate program. It begins with the set up process of the affiliate program.
When initially communicating with a merchant, one of the first things to be discussed is their expectations for the affiliate program. Are their expectations in line with what the affiliate management team is capable of doing? If their goals for the program are too high they need to be informed and an attempt to lower them to a more acceptable level is needed, but that is not always as easy as it sounds. The reason being is that they may have heard other programs had great success at the beginning and they are expecting the same results, however, the merchant needs to understand that every affiliate program is different and comparing theirs to other programs should be avoided even if they are direct competitors.
The next topic to discuss with the merchant in the set up process is their website. It is the most critical piece to an affiliate program. It should be functional and all landing pages should be optimized to their fullest. With that being said, some merchants do not realize that their site could be the largest roadblock to affiliate program success, but refuse to make recommended changes because they like the way it looks. No matter how nice the site looks, if the landing pages are not optimized properly, traffic sent by affiliates will not convert. Managing website expectations is vital to a merchant and their success in affiliate marketing.
The third topic to discuss with merchants in the set up process is their expectations of sales. Two of the biggest questions asked by merchants before their program goes live are: 1. When will we start seeing sales? 2. What are your projections for the program? Let’s start with question # 1: It all depends on how quickly affiliates are recruited into the program, activated and optimized. Once affiliates are active, optimization is needed to ensure they are motivated to keep promoting their product/service. The previously mentioned steps take time and merchants need to understand that it takes approximately 1-2 months to start seeing results from affiliates.
Now onto question # 2: Making projections for an affiliate program can be slippery slope, but it all comes back to expectations set forth by the affiliate management team hired to oversee the program. The biggest piece to the projection puzzle is the website. If it is new or does not convert well, then projections may not be what originally expected, therefore, showing the merchant everything that is involved in starting and managing an affiliate program is essential to the success for everyone involved. Affiliate programs take time to grow, which may be scary for some merchants, but it is just a fact.
Check back next week for part two of Managing Merchant Expectations for an Affiliate Program, where 3 more critical pieces will be outlined to ensure merchant expectations are kept in check once their affiliate program is launched.