We adjusted the commission structure to better reflect the value of the affiliates on the program – based around the conversion funnel and where affiliates appear within that funnel. This replaced the client’s previous ‘one size fits all’ model. This meant that when we grew the Direct Fireplaces program by 143% year on year, the commission paid out increased by just 66%. Thus, reducing the overall cost per sale by 28% while still achieving record growth.
Read more about our take on commission structures
As part of our commission re-structure, we wanted to re-incentivise voucher code affiliates to bring more to the table. This led to us working more closely with sites like MyVoucherCodes with exclusive promos and commission increases, to bring more exposure to the brand and ultimately increase sales in this space by almost 100%.
While we improved voucher code performance, another objective of ours was to decrease the affiliate channel’s relience on the voucher code and cashback affiliates. We did this through working with more price comparison sites and, in particular, Google CSS partners. Two of which are now among our top 5 affiliates on both of the programs, meaning that we now have over 35% of our revenue coming through this type of new audience driving affiliate.
143% revenue growth (YoY)
-28% cost of sale (YoY)