Public: advertisers // Difficulty: easy Difficulty: easy
More than other affiliates, coupon sites, which are often awarded the last click, require hyper-personalized management. All the more so as they are an important factor in triggering sales.
Highly prized by Internet users, discount codes occupy an important place in the conversion chain. So important, in fact, that they tend to swallow up other levers, systematically grabbing the last click. As a result, some advertisers are tempted to cut them out of their programs altogether. However, there are less definitive alternatives for managing couponing affiliates intelligently. After all, nearly half of all Internet users say that a coupon encourages them to close a transaction.
Controlling the role of couponers
By integrating an engagement tag into the tracking, it’s easy to know whether the coupon site is a prescriber, bringing in traffic and customers, or whether it’s only involved in closing the sale. Remuneration can then be adapted to the role played in each sale. To further control the distribution of coupons, we recommend whitelisting (only codes chosen by the advertiser are taken into account) or blacklisting codes (e.g. CRM codes), so that only those validated for affiliation are remunerated.
Coupons tailored to your objectives
To manage coupons in an even more personalized way, you need to design specific coupons and/or modulate remuneration according to your objectives. For example, if you’re looking for new customers, it’s a good idea to give a compensation bonus to couponers who bring you new business, and to reduce compensation for sales to existing customers.
Coupons tailored to your basket
One of the benefits of hyper-personalizing relationships with affiliates is that it has the knock-on effect of hyper-personalizing relationships with end-customers, by enabling affiliates to propose flexible offers. For example, it’s possible to offer promotions via “smart coupons” that adapt to the customer’s shopping basket to increase its average value. If the basket is around €60, the first coupon to be displayed on the couponer’s site will be a €5 discount for any purchase over €80, encouraging the surfer to increase the value of his or her basket. A way to significantly increase the advertiser’s margin on coupon sales.
To further personalize your relationship with affiliates, you can set up partnerships with certain coupon sites, offering them exclusive codes.
