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Conversion Over Clicks: Reevaluating Coupon Code Partners

Co-Founder à Affiliate Summit
24 Jan 2020
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Conversion Over Clicks: Reevaluating Coupon Code Partners

  1. CONVERSION OVER CLICKS: REEVALUATING COUPON CODE PARTNERS Affiliate Summit West 2020 Las Vegas, NV Christoph von Bülow Chief Commercial Officer
  2. Fresh Year … Let’s Reflect On The Current Mindset ... - 2019 2020
  3. Not What We Mean…
  4. We’re All Familiar with the Status Quo “Coupon sites don‘t provide any real value for the program.” “Sorry we can’t go higher; all our coupon affiliates are on 1%.” ”The sales look good, but we would have gotten these anyways.” “We’ve never worked with coupon sites.” “But can you prove your sales are entirely incremental?” ”Your conversion rate looks great, but year over year sales are down.”
  5. Until This Conversation Meaningfully Shifts... Where does the motivation of coupon publishers lie?
  6. Redefining Conversion in a Partnership 2020 Accomplishing an agreed goal or target
  7. This Can Take Many Forms Total Transactions
  8. This Can Take Many Forms Total Transactions New User Acquisition Higher Basket Values Creating Additional Touchpoints and on and on....
  9. Example: A Tale of Two Coupon Publishers Coupon Publisher A Coupon Publisher B 1% CPA 1% CPA
  10. Example: A Tale of Two Coupon Publishers Coupon Publisher A 350 Clicks 50 Sales Top User Experience “Conversion” Champion Coupon Publisher B 10,000 Clicks 105 Sales Misleading Discounts SEO Champion 1% CPA 1% CPA
  11. Example: A Tale of Two Coupon Publishers Coupon Publisher A 350 Clicks 50 Sales Top User Experience “Conversion” Champion Coupon Publisher B 10,000 Clicks 105 Sales Misleading Discounts SEO Champion 1% CPA 1% CPA
  12. False Aims in Action Coupon Publisher A 8 Offers 10 Offers 5 Offers 5 Offers Coupon Publisher B 50 Offers 35 Offers 18 Offers 25 Offers Department Store A Department Store B Cosmetics Store Food Delivery Service
  13. The Data Is Clear
  14. And Let’s Be Honest
  15. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns Coupon Publisher B Nearly 100% SEO-based traffic
  16. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns 58 Sales Coupon Publisher B Nearly 100% SEO-based traffic 100 Sales
  17. Revisited: A Tale of Two Coupon Publishers Coupon Publisher A Multi-Channel Traffic Strategy Focus on Campaigns 58 Sales Coupon Publisher B Nearly 100% SEO-based traffic 100 Sales
  18. Trust in Touchpoints & New Approaches Paid for Final Touch Point...
  19. Trust in Touchpoints & New Approaches Paid for Final Touch Point... ... But Capable of MUCH More
  20. Such As... • Strategic content and partnerships • Contextually relevant coupon widgets • Email and notification-based outreach • Linking traditional commerce content with incentives • ...
  21. Case Study: N26 Campaign Goal: 1,500 new bank customers over two week campaign Methodology: • Utilize exclusive promo code for new customers • Target customers across wide array of touchpoints and channels, in the context of Apple Pay release in Germany
  22. Touchpoints Used
  23. Converting Through Content
  24. Results 1.9M Impressions 5.2K Clicks 1.15K New Account Sign-Ups 22% Click-to-Sign Up Rate
  25. Results 42 39 31 28 27 42 50 37 35 35 29 25 41 336 175 114 87 0 50 100 150 200 250 300 350 400 N26 Exclusive Code Campaign: New Bank Account Sign-Ups per Day
  26. But What About “Established Products”? Hotel A Hotel B Sunday Occupancy Rate: < 60%
  27. Move Beyond Established Norms Hotel A Hotel B Sunday Occupancy Rate: < 60%
  28. Incentivise Incremental Business • Greater exposure • Eyecatcher over competition • Longer stays (basket value) • Higher new customer rates • Further product experiences • More returning customers • ... Hotel A
  29. How to begin? It all starts with a conversation
  30. Wrapping up: It’s ultimately up to you • Talk with your coupon-based affiliates • Share, but also request, data wherever relevent • Reward those who meet expectations and others will follow • Get into the details
  31. Wrapping up: It’s ultimately up to you Do you want to encourage more of Coupon Publisher A or Coupon Publisher B?
  32. Thanks For Stopping By! Strategic Partners & Brands
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