March 02, 2015

The Affiliate Overlap (or Lack of) in Retail and Lead Programs

lead affiliate program recruitment

The affiliate space is always changing, morphing. Affiliates rise and fall based on personal goals, affiliate program tracking, Google algorithm changes, among a slew of other reasons. Our goal at Schaaf-PartnerCentric is to grow and develop as the marketplace does. As a company, we’re able to leverage a vast amount of personal experience, couple it with a significant amount of data, and draw some interesting conclusions that help us gain clarity into the space. This clarity drives our affiliate program management strategies.

At any given time, we manage about 1/3 lead-based affiliate programs, and about 2/3 retail-based affiliate programs. Lead programs require a different strategy, carry with it different concerns, and overall perform in a manner different than a retail affiliate program.

In analyzing affiliate program performance metrics for a portfolio of 75+ affiliate programs, we found only a 6% overlap in the affiliates who drive sales for a retail-based affiliate program versus a lead-based affiliate program.

lead affiliate recruitment

This 6% of affiliates makee up 84% of retail affiliate program sales volume — yet this same segment of publishers only accounts for 32% of non-retail affiliate volume.

lead affiliate program recruitment

 

 

 

 

 

 

 

 

This insight indicates that an affiliate recruitment strategy for a non-retail affiliate program has to be approached differently. If you, or your affiliate program management agency, are focused on the same “meat and potatoes” of  traditional retail recruitment, your lead program could be under-performing, at about a third of its potential.

If you’re interested in learning more about top performing affiliates, download our list of Top 15 Affiliates to Watch in 2015.  
Top 15 Affiliates List