This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas). Session description: This session examines the sales funnel from publisher to advertiser. The aim is to better understand our customer’s psychology and uncover efficiencies that will increase our conversion percentages.

1. Brandon Myers – Aceable

2. • NOT an NFL Tight End or Reality Star
• University of San Diego - Rhetorical Theory
• Affiliate Industry for 5 years.
@AFFILIATETINDER
www.affiliatetinder.com

4. 1) Changing Times
2) The Internet Consumer
3) Identifying Two Schools of Thought in Modern
Marketing
4) Where We Fit In (Examples)
5) Open Tips

7. • BELIEVE IT: People used to use their phones and had conversations
with total strangers. They even had house phones!
• FACT: Total strangers used their voices to speak to one another in
an effort to persuade. This persuasion could end in a successful
registration, sale, or other call to action.
• Many of the methods deeply rooted in Greek Philosophy and
Psychology made their way into traditional business culture.
Coercive as well as ethical methods of persuasion were mainstream,
if only in one to one interactions.

11. • Consumers trust google as a source of truth and the
internet in general to be their best friend.
• The same principles of early sales apply, but consultative
methods ring most true.
• The main sale now is in gaining the trust of the user by
adding value to their digital experience.

12. • Multiple channels now pollute the linear nature of how we make sales.
• Publishers are often a large piece of this puzzle, though they are rarely
recognized. You are THE example of what the larger problem for advertisers looks
like.
• We must pay attention to each and every acquisition source as it is it’s own
customer experience. Whether we are the advertiser or the publisher, we need to
be thinking like our customers and asking ourselves or even them: what are you
expecting next?

14.  Reflex system based in impulse
responses.
 We operate with very little effort
as we make decisions based on
what feels good and what gives us
a rush of dopamine.
 Little to no sense of control over
choices.
 We cannot justify why we made
the decision with anything other
than good feeling or validation.

15.  Intuition based system based on
thinking and analysis.
 We operate with monumental
efforts as we view the decision at
hand to be critical to a process
flow.
 Total control over choices, if not
hesitancy to make them due to
gravity.
 We know all of the angles on the
given decision and often times
work towards an outcome we view
as favorable.

17. • Publishers have a unique position in any buying cycle. You possess the ability to
influence the sale in a way that is not directly from the advertiser or in the
advertiser’s words.
• Pre-close. The publisher plays the role of lead and/or customer development
before they are passed to the Advertiser for a harder close.
• Some ways to Influence a Pre-close:
• Reviews
• Rankings
• Engaging CTA’s
• Actions of Commitment (ie. Data entry fields)
• Making your viewer feel special (Exclusive Discounts, Cashback offers)

21.  -Advertisers have the most important role in the buying cycle. They control where the
click goes and are safe holders of conversion.
 -Hard Closer: We get to try our closing abilities in a number of ways. Whether a B2B
company looking for leads to call on, or a B2C company looking for Ecommerce based
transactions, the Advertiser needs a hard closing action of one type or another to
remain in business.
 Some ways we influence hard closes:
 Scarcity Theory
 Exclusive Discounts
 Colors
 Shapes
 Entry Field(s)
 Content
 Where our customers land

26. • Be a student of the game.
• Tools at your disposal to monitor landing pages
• Watch for tests on common interest sites and competitor sites
• If demographics are similar, you can hope for similar insights.
• Mimic things that work.
• Test traffic insights that worked for your competitors
• Layouts
• Color Schemes
• CTA Words
• Learn