A post over at Revenue’s shows a great flip in perspective from a post I made the other day.
Revenue’s post: Mundane Affiliates to Avoid
Beyond the small group of poisonous partners out there, the majority of those who are unwanted are non-performers. The industry talks openly talk about the 80/20 rule, whereby 80% of revenue is driven by 20% of affiliates. More candidly, people talk about the 95/5 rule. I believe most programs operate at this level or higher. If 100 affiliates among 2,000 drive most/all revenue/leads, you’ve got a 95/5 program.
Who are the un-performing masses? A number of them are normal people drawn in by the continuing get-rich-quick-on-the-Internet myth.
The post received a few rounds of applause so there must be good truth in there on the ‘management’ side of things.
Last Saturday I blogged: Online Merchants That Just Can’t Stick A Sale, Any Sale
Sometimes I wonder how an online merchant survives when nearly all of their sales result in refunds (two sales stuck for the past year, that’s it).
How do they pay their hosting fees? How do they cover the costs associated with doing business online? And how can they possibly still be accepted and operate in an affiliate network?
My fault for not pulling the sad sucker sooner though one year of nonsense doesn’t even offer any entertainment value.
Look ma, we’re twins! Well not really, but I think we each had valid points to make. One on the affiliate’s perspective and one on the merchant’s perspective about the non-performance of the other.
Am I a Mundane Affiliate? Yeah. I do sign up for programs with good intentions. If it’s not an auto approve program, I end up waiting on the ‘merchant’s schedule’ rather than mine.
I’m gung ho. Motivated. Raring to go. Now. Not 3 or 4 days later. So that’s something merchants should keep in mind. I understand why many don’t auto approve, and why many can’t possibly approve apps every hour on the hour. But a lot of times I’ve already moved on building up the next page or the next website. Or I may have found a different merchant that approved me quicker.
What part of the 80/20 am I? No question–the 80% not performing as well as the 20% :lol:. But I do occasionally receive notes that I’m one of the top performers for the previous month. When that happens I wonder wth happened to those ‘20%’ people. Maybe the magical, mysterious 5% mentioned gobbled them up.
If you want to focus your merchant program on the SuperStar 20% (or should I say 5%)–then some ideas for quality control could be:
- Have a minimum traffic requirement. Mundane’s aren’t going to send you 10,000 clicks a day, because we don’t get 10,000 visitors *a month*. How do you like them apples? So if you aren’t interested in smaller traffic levels (smaller sales) — cut them off from the start.
- Offer something better than a craptastic 3% – 10% commission rate. If I had mountains of juicy, hungry, credit card holding, targeted traffic–a la Super Affiliate Style–I wouldn’t send it your way for piddly monkey food.
- Offer something better than a craptastic 3% – 10% commission rate. Maybe then I’d be willing to fork over my own cash up front to russle-up some paid traffic for sales commissions that I won’t see for another 60-90 days. The good kind aint cheap ya know.
- Do something about your datafeeds. No seriously. Because they’re all fugly. I found this cool script and bought that great program and I can build some beautiful mother ships. But I refuse to spend 6 hours per datafeed, every week, to clean that skanky mess. It’s just not a practical use of my time. Of course I could throw it online close to as-is, but I’m not interested in adding to the current online mess.
- What about removing your affiliate signup from public access so the Mundanes can’t find you and approach affiliates of your hand picked choosing?
As a Mundane Affiliate, I could be offended that I’m not high rent enough for some merchants. But I’m not, really. The net’s such a big room that we each can find what we’re looking for. I’m down with that.
- I don’t have high levels of traffic.
- I don’t have hourly sales.
- I don’t usually send a single merchant all the juice.
- I like working with a few different merchants off the same page.
- I won’t build a site around just one or two merchants.
- I prefer spreading the traffic around.
I like being low key and under the radar. Not because I’m trying to hide anything funky, but because that’s what I’m most comfortable with. I actually like most of my affiliate sites.
As A Low Key, Mundane Affiliate – I don’t have to:
- Deal with expensive, dedicated hosting that can get pretty techie (so not me)
- Deal with Crazy People–my sites are very hands free that way
- Don’t have to worry about network employees and/or affiliate managers stalking me and figuring which site rip they should do first for their own gain
I am Mundane.
I’m happier that way. I’m not here to impress a gazillion merchants and want them to lust and pant after my astounding Affiliate Goddess Talents. I don’t have this burning need to find validation that way. I don’t want to cash in my offline job so I can staple my forehead to my home computer 24/7. That just doesn’t make sense to me.
I like working with lots of little.
Lots of Little = The Non-Performing 80% = The Mundane = The Majority Of Those Who Are Unwanted.
According to that Revenue’s article, I should be avoided!!!
I think that means I’m not being stalked by my online business partners.