Our Affiliate Program Wish List (continued, part 4)
5-Reduced minimums for commission checks
A last aspect of affiliate programs that could be improved very easily, and significantly impact the way in which affiliates perceive the value of the program, is by reducing either the amount of time between when checks are issued, and/or the minimum commission that needs to be earned before a check is sent. I have seen checks sent at schedules ranging from weekly to twice yearly, and with minimums as lows a $0.01 to as high as $100.
Surely, most affiliates will feel more comfortable with a program knowing that they can expect payment in a month, after referring only a few sales, rather than having to wait a quarter or more, and perhaps dozens or hundreds of sales, before verifying that they will get paid. This could potentially be a simple, quick fix, but one that could have large effects on perception.
Summary
In summary, I think there will need to be increased congruence between the value merchant's receive from an affiliate program, and what their affiliates themselves receive. Some merchants and service providers are already on the cutting edge, offering benefits and advantages above average in nature to their affiliates. Not coincidentally, these are also generally some of the most successful programs.
>From my reviews, I can see that most programs fit into a middle group, offering the standard affiliate program benefits, but few if anything that really makes them stand out. And of course their are the laggards, those merchants behind the times, many which think that simply setting up a program, no matter what the quality, will lead them to success.
I will leave affiliate program managers with one thought: You are in competition for quality affiliates to promote your site and products, just as much, if not more, as you are in competition to try to win the hearts and minds of customers. A loyal, productive affiliate network can be a great, cost-effective, competitive advantage, but ultimately will only be successful if you satisfy not only your customers, but also the sites that make up your affiliate network.
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