David Fiske Affiliate Marketing & Web Development

After using affiliate networks for a while, you get to see features on some you like and would love to see rolled out to other networks. There's also a few things you think of that networks don't currently offer.

Here's my list of dream changes I'd love to see implemented across the UK affiliate networks.
 
I Need Help From The Network

It's not a problem with all networks but many have a habit of slow or no responses. Some networks use ticketing systems which is great but make the statistics transparent. How many are marked as pending? Also, let me see all the threads in my ticket. Some networks do this and that's great as it can help concentrate the ticket but other's rely on a tracking code in an email which is as transparent as a brick.

I Need Help From My Merchants

Like the networks, some merchants bend over backwards. Others think that affiliate marketing runs itself and check applications, requests, etc. on a monthly basis. You wouldn't make your customers wait a month so why make affiliates (who deliver the customers) wait that long?

Let Me Chat Easily To Merchants

I'd love to be able to communicate with my merchants. Some I send messages to and never hear back from again. Some sort of chat facility might by quite nice or at least a list of Twitter and MSN Live Messenger usernames.

I've always been told that affiliate-merchant networking is important so why not make it easier?

Standard Range of Banner Sizes

I'd love to see each merchant be *forced* to upload a selected range of standardised banners - such as 120x60, 120x600, 160x600, 300x250, 468x60 and 728x90 as a basis. These cover every possibility for me but it suprises me how many merchants upload a single 468x60 banner and expect it to fit all affiliates.

Self Updating Banners

I hate updating banners. I detest it as it is a waste of my time. I could be writing about a new swanky product but instead I'm change banners from way back when.

Whilst it's understandable that some affiliates require category specific banners, merchants should offer an additional range of banners that are regularly changed to be up to date. For example, merchants change the banner image depending on the seasonal events (Easter, Summer, Christmas, January Sales, Mothers Day, Fathers Day, etc.) meaning I can upload the banner once and know it will be up-to-date.

Show Me How Sales Are Tracked

Hats off to Paid on Results who have recently launched this feature. It's top notch and all merchants should be doing this to increase transparency and help drive the industry forward.

Show Me What People Bought

A handful of the networks share basket data which is great but this should be a standard feature. If I run a blog with 100 articles, all deeplinked, how do I know exactly what was bought. How can I accurately identify new trends and tailor my advertising accordingly. It's possible to second guess using click reference tags but not accurately determine this on many networks.

Not Approving Me? Why Not?

If I make an application to a merchant, I make it in good faith. I have a website primed ready for them. I've had to take the time to create suitable content that would please them, I've had to create a site profile on the network and I've had to apply to the program. It would be great to force merchants to give a short reason on why a site was rejected rather than making it too easy for them to reject applicants.

If there's a budget cap or some other reason like that, hide the program. Don't leave it on full display and reject folk.

Approving Me Onto Other Programs You Run? Why?

I hate it when I've taken the time to apply to one specific program only for me to be welcomed onto a dozen unrelated programs. I know it's supposed to save me time but I invariable unlink my account for each subsequent program. Example - I might be interested in promoting pet care products but just because you also run a coach company doesn't mean my pet lovers will go barking mad for a European coach holiday.

Rejecting a Sale? Why?

A common bug bear with many affiliates is how transactions can be cancelled without any form of notification or excuse. I want to know why my sale was cancelled so I can understand if there's something I could be doing to avoid it.

That said, rejecting my sale because my visitor has placed their order using a voucher code found thanks to that big shiny code box on your site during the checkout process is not very productive in our relationship.

Be Honest

If you are reducing commissions, explain why and don't try to dress it up as a good thing.

If you are closing the program or capping the budget, explain why in the first instance. Why you'd want to cap the budget on something that makes you sales is beyond me as you wouldn't close a shop because it generated too many sales. That's a topic for a different day!

Innovate, But Make It Easy For Me

I love new widgets, video players, etc. but the problem is that most networks aren't able to host them very well. I've recently found a stash of fun widgets under "text links" for one network. A widget or video player should rightfully have it's own category.

Become More Transparent

Ultimately, I think transparency will be the big issue this year. Open and frank communications between affiliates, networks and merchants should help to maximise productivity and increased transparency leads to greater clarity.

UPDATES (Thanks Frostie)

Operate 24/7

Okay, 24/7 is probably impossible but 9-5 doesn't help part time affiliates who work on affiliate marketing at night. Perhaps offer a skeleton evening staff for network questions and encourage merchants to be a bit more flexible to affiliate life.

Fair play to some staff, I have received replies late in the evening and on weekends so hats off to the few that already do this.

London Isn't The Be-All-And-End-All

Contrary to what some believe, London isn't the easiest place to get to and isn't the most ideal place for Northern (or Western) affiliates. I'd love to see the NEC in Birmingham used for an affiliate event or perhaps somewhere in Manchester.

It's not easy to please everyone and I understand that there are small networking events around the country but it's very rare to see larger meetings, events and networking get-togethers outside of London - for the majority, not all ;-)

UPDATE (Thanks hpops)

Think About the Long Term

Whilst it's true that many affiliates (and merchants) are in it for the short term, networks are key players in ensuring the longevity of the industry, and consequently the businesses of many affiliates nationwide and worldwide. As such, investment in the long term is key for a sustainable industry.

Many networks are progressing and large scale developments such as Affiliate Window's Darwin proves this. However, some networks are stuck in the dark ages and modernisation and future development for them consists of a logo change or a change of staff behind the scenes.

Given the size of them, networks are key players in the industry and need to act as such. Together, they need to help create equality and help create an ethical platform for affiliates and merchants to stand united.

UPDATE (Thanks Rob Barham)

Referring URL

A lot of networks offer this but there are still some yet to offer this. When combined with click reference tags and basket data, you could really have an immensely powerful report for affiliates.

Click to sale time

Did it take a few minutes or did it take days, weeks, months or even years? Again, some networks offer this but there are still a few that don't (or don't easily show this in reports).

Expired merchants landing page

If a merchant closes their program or suspends it due to a budget cap, it would be helpful if the network could show a list of alternative merchants on a landing page. It's not always easy to update a million and one deeplinks so some help with an "expired merchant but here are some alternatives" page would be good.

Moving Networks

A real bug bear is when merchants hop around the networks. This tends to happen around Christmas which is probably when retailers think us affiliates are lounging around. If it's not at Christmas it's at 5pm on a Friday.

Whilst it goes against the competitive nature of the business, it would be really helpful if merchants/networks could let existing affiliates know where they are moving to, without the need for a bit of sleuthing. The chances are that affiliates will sign up to the new program anyway, but by being open and honest you could even boost your own reputation in the process.