Boosting Conversion in the Affiliate Channel

The role of an affiliate is ultimately to drive traffic to the merchant’s site. We know that the affiliate is only rewarded when these clicks convert to sales, but how much control does the affiliate really have over how well their traffic converts?

The role of an affiliate is ultimately to drive traffic to the merchant's site. We know that the affiliate is only rewarded when these clicks convert to sales, but how much control does the affiliate really have over how well their traffic converts?

On the surface, it could be argued that affiliates' control is very limited. They send the click, and then it's up to the merchant to turn that visitor into a customer. But in reality, affiliates can actually influence conversion rate a lot more than they might expect. It's not surprising to note that incentivised traffic, i.e. from a cashback or voucher code affiliate, tends to convert at a significantly higher rate than the average site conversion. But what about content affiliates? Without a compelling consumer incentive, for these affiliates increasing conversion rate can be a bit trickier.

  • Bloggers should consider what it means to "write for conversion". The effect of the tone and language adopted in an article should not be underestimated, so bear in mind that if you want to earn commission, you have to use convincing language and a tone that lets your readers know they can trust you.
  • If you want them to buy the item you're reviewing, tell them! A clear call to action is required to maximise click through. If you get it right, the visitor will have already decided they want to purchase from the merchant before they leave your site.

As always, be sure to test and compare to see what works best.