The Case Study

New Affiliate Program Drives 49% Lead Conversion Rate

Summary

Acceleration Partners helped client (Client X) establish a second affiliate program focused on the "sell" side of their business; attract better affiliates to their existing affiliate program focused on the "buy" side of their business; and drive a lead conversion rate of 49%.

Results

Profitable Progress

173% increase in leads,
surpassing our 100 lead goal

13% of total program revenue was
represented by new affiliate revenue

10% difference in new
content affiliate revenue

The Challenge

When Client X was introduced to Acceleration Partners, their affiliate program was on autopilot, with no dedicated resource to oversee its success. They didn't have the internal bandwidth or internal expertise to manage their program in-house and many of their existing affiliates were taking advantage of their trademark terms and engaging in some fraudulent behavior.

Their affiliate program was also focused on the "buy" side of their business where consumers can purchase gently used, but still high-quality, products. The "sell" side of their business, where Client X allows consumers to sell their used products to them, was not set up to track through their affiliate program.

After performing a free, comprehensive evaluation of their program, Acceleration Partners was able to provide Client X with a clearer picture of the weak areas of their affiliate program as well as the significant opportunities for growth.

Our Approach

Focused Solutions

A first step that the AP team took was set up a platform to effectively communicate to Client X's top affiliates that the program would be closing on the existing affiliate network and would be opening up on a new network.

They also combed through every affiliate in Client X's program and hand-selected the ones they felt added the most value. These affiliate were sent an invitation to re-join Client X's program on the new affiliate network. In addition, the team red-marked those affiliates who were either in Nexus states or who were clearly engaging in fraudulent behavior to ensure they were not sent an invite to re-join the program. They also worked with Client X's team to set realistic lead generation and recruitment goals for the first few months of their new "sell" store roll-out.

The client was very clear that they wanted to bring in more content affiliates into their program to help drive brand awareness and leads to both their new "sell" store and their existing "buy" store. To help them achieve this, the AP team focused their recruitment efforts on quality content affiliates who had a good track record. They also wove in a few additional well-respected coupon and loyalty affiliates.

As the sell-focused affiliate program was new and unfamiliar to most affiliates, the AP team created a series of outreach campaigns via automated newsletters and emails that outlined and explained Client X's offerings through their "sell" store.

"There are multiple steps to this side of the client's business, so we wanted to ensure that affiliates understood what those steps were so that they could effectively communicate them to their audiences," said Christensen.

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