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We can speak about several criteria for choosing of the affiliate program.

Before you run the affiliate program, it would be very useful to get on the other side of the fence for a while and look by the eyes of affiliates on the affiliate program. This simple method allows you to evaluate the strengths and weaknesses of your programs and to take balanced decisions objectively.

What needs to be partners? I can identify 10 major factors that the partners pay attention first of all before joining the program.

Level of commissions

It is undoubtedly, that the main motivator for the partners is earnings. Partners should feel that your program will give them the opportunity to earn good money. First, attention is usually drawn to the level of commission and if this figure is not impressive, the affiliate may lose the commercial interest then. It is not worth much to inflate the figure at a loss, but you should not be greedy, because competitors can offer a higher commission.

The commissions’ scheme

It is important not only to interest affiliate with a beautiful figure, but also offer him a commission scheme so that he is not disappointed in the program in the future. Typically, the level of commissions is dependent on the volume of sales (number of committed transactions), sometimes, dependence on the participation duration in the program may be found. Options may be different. So, you need to select the most suitable scheme of work with affiliates specifically for your business.

Conversion of visitors into buyers

Commercial site performance is determined by the conversion rate of visitors into customers (conversion rate), which primarily depends on the objective marketing indicators: quality of goods and services provided by the site, competitive prices for goods. Affiliates want their traffic to be converted into money, so they will work with companies selling high quality goods at reasonable prices. This also draws attention to the design and the level of usability-seller’s website.

The image of a map

Partners are much more willing to cooperate with a solid, commercially successful website that has a good image in the network. Such things play a role here, above all, as the respect factors ( “the site makes a lot of money, so he could help me to do it”), trust (known site will not be engaged in robbery of its affiliates), there is also some instant credibility (”it is prestigious to be an affiliate of the Amazon.Com!). Giant sites Ebay and Amazon have hundreds of thousands of active affiliates mainly due to its well-known brand.

The integration possibility

We may say that recently the entry into a affiliate program has involved placement of text or graphic links on your site, but the possibility of cooperation are expanded now. Many sites that is to say sellers want tighter integration with affiliates and show their desire to give anything to the latter ones that is all functional elements, price lists, ready-made design templates - if only the outcome was, and selling were. Accordingly, professional affiliates, understanding the opportunity to earn more, are waiting for such proposals from advertisers.

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Why the affiliate network is so important, and what are the main functions this system should perform? Here are the main advantages of an intermediary.

1. Independent statistics

Affiliate Network enables affiliates and advertisers receive real-time all the necessary statistics of the visit, conducted actions and final sales. The most advanced systems allow configuring these statistics and providing reports on individual transactions with many different conditions very flexibly. There is also a possibility to plot and analyze the changes of various business indicators.

2. Improving of collaboration with partners

There is a thematic catalog of parties in each performance-based system. It enables you to find suitable affiliates (advertisers) and send them proposals (requests for advertisers) to join the program quickly and easily. Each participant in the system is given a very detailed description listing all promotional and financial performance. Characteristics of partnership options available to advertisers are given the separately. There is a convenient multi-criteria search for affiliates, advertisers and individual links.

3. Automatic system of payments for affiliates

Commissions earned by the affiliates are assessed on their account automatically in affiliate networks. If the amount of earnings exceeds the minimum threshold set by the system, then the affiliate has the right to request the payment of money and will receive the full amount on its Internet wallet or credit card very soon. Thus, advertisers only need to replenish their account in the system periodically to ensure that there was no mismanagement of funds.

These three points are essential, but, of course they are far from exhausting of an affiliate network’s possibilities. Typically, in the large performance-based systems, advertisers are given the opportunity to minimize time costs in managing the program and fully trust the planning and promotion of the affiliate program to specialists. There are also many additional services for v.i.p. sellers and affiliates. It is safe to say that the role of affiliate networks is not limited to functions of the mediator because these systems have become an indispensable tool for the affiliate marketing and continue contributing to the prosperity of the affiliate industry.

We may also make a brief overview of the most well-known performance-based systems.

Commission Junction is the most authoritative, reliable and functional affiliate network in the world.

LinkShare is the second largest affiliate network. It has fewer features than the CJ, but it realizes all the basic functions needed for effective work.

Perfomics is the system that was established in 2001 may compete with LinkShare rival for the second place in the rating of partner networks already.

ClickBank is an example of so-called “product-oriented” system, in which commissions are paid only for sale.
iCommissions is the affiliate network, established in 2003, which is a typical representative of a family of performance-based systems of small caliber.

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The seller (advertiser, trading floor, merchant) is a web site selling its products or services and that is interested in expanding of the market through the creation and development of the affiliate program.

Affiliate (distributors, partners, resellers,) is a web site or Internet user who advertises goods or services the seller’s web site in any manner and receives a commission in accordance with the terms of the affiliate program.

Affiliate marketing is an Internet marketing industry related to affiliate programs.

First of all, let us talk about who and when needs the affiliate program. My deep belief is that it makes sense to create the program only for large sites of companies, which are already successful in the market. Otherwise, this idea may not be recouped, and instead of the positive effect a company receives negative PR from affiliates with complaints about the quality of the product or problems with its delivery. Also, you should develop the standard marketing channels before the creation of the affiliate program, so you do not lament the best position of the partner site for the key request in Yahoo (and there have been such examples in the Internet already). In short, the affiliate program is needed in order to expand the business, which has already achieved certain success, and not to develop a new born business with the help of affiliates.

You also need to understand that the affiliate program is not an automatic generator of sales. If the program’s owner is interested in making it function fully and bring a good return, the infusion of financial and human resources are inevitable then. For serious programs of large sites the individual for the post of the affiliate program manager is recommended to be put into operation. His responsibilities will include attracting new partners, increasing the efficiency of existing partners, so as to modernize and improve the conditions of the program.

Let us say a few words about the aspects of relations between the owners of the programs with affiliates. The program should be planned in such a way that it was beneficial not only for site, which is a seller, but also for affiliates. Do not be afraid of making additional concessions toward partners to the detriment of your interests for the first period (for example, set a higher percentage of commission for an initial period of participation in the program). As a result, every dollar and every penny earned by partners will bring profit to your site, so that the program’s success is directly dependent on the income of partners and their attitude to you. If you decide to start the affiliate program, be mentally prepared to take care of your affiliates and support them in every way.

There is another point that should be taken into account before planning the program. There is no need to join as many partners as possible- most of the partner is passive and does not provide any significant level of sales. A well known rule “80 : 20″ says as follows: 80 percent of sales are provided with 20 percent of the best partners. Quality of partners is much more important than their quantity. This fact must always be borne in mind when developing a strategy for promoting affiliate programs and building relationships with affiliates.

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Affiliate program (or so called, partner program) - is a form of business cooperation between the seller and partners, in which the partners attract visitors to the merchant site and receive bonuses as a percentage or a fixed amount for any specified action (such as visiting certain pages, filling out of forms, purchasing of goods).

According to the legend, the idea of paying commissions to partner sites for various activities with the users they brought, firstly came to Jeff Bezos. He is an owner of the largest online store named Amazon. It happened during a conversation at a dinner party in the mid 90’s. We can not say that this idea was a novel because a network of distributors, who distribute goods of a big seller, is a standard technique in offline business. However, it was necessary to implement a partnership scheme in the Internet and create a large network of partner sites, which would bring buyers to www.amazon.com. I must say that the task was performed with brilliance and the number of partners of Amazon has exceeded 500,000 people already by 2000. One can only imagine how much sales increased.

The Bezos invention was the starting point for the development of new industry in the Internet, known as affiliating marketing. Today, the industry includes a directory of affiliate programs, forums for partners and owners of companions, specialized mailing and affiliate networks; there are professions like the manager of the affiliate program and super affiliate that is to say professional partner. The affiliating marketing attracts a growing number of participants each year: tens of thousands of sites create new affiliate programs, millions of websites - from homepages to such monsters as Look Smart and Yahoo - have become partners.

According to Forester Research firm, 20% of the total turnover of e-commerce is made by partners. Even more imagination amazed are the following statistical calculations: eMarketer and Forester Research showed that in 2004 the turnover of the online advertising market reached $ 22 billion, 54% of which, that is to say, more than $ 11 billion were spent on affiliating marketing. Now we can not imagine a solid e-commerce site, which does not have an affiliate program.

Further development of partnership programs in the West is likely to go on the way of relationships between vendors and partners improving. Increasingly there are partnership proposals where the partners are given the opportunity not only to place on their sites selected links, banners, order forms, but also create unique websites with ready-made design templates, and export the necessary data. There was a clear trend to integration between the parties of affiliating business schemes increasing. New forms of relationships that will be more flexible and efficient will appear there.

There is another interesting aspect of the problem. For many online stores sales volume, produced by partner sites, has become an integral part of the budget. The situation is increasingly approaching the critical point where “the tail begins to wag the dog”. Do not be surprised if there will be informal organizations with names like “Union of professional Amazon affiliates» in the near future, which will make demands to their employers to improve conditions of the affiliate program.

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