Average Affiliate Channel Stats and KPIs- How Do You Stack Up?

Average Affiliate Channel Stats & KPIs:How Do You Stack Up?

Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIsby Chad Waite (@ChadW8)

Chad WaiteMarketing Manager, [email protected] (@ChadW8)

mailto:[email protected]

So, What Are We Doing Here?No, this will not be the most advanced, in-depth, crazy theoretical presentation at ASW.

It’s simple and straightforward and should be a great way to find out where your performance stands in the affiliate channel. Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs

by Chad Waite (@ChadW8)

So, What Are We Doing Here?Goal: Learn averages for standard KPIs for both affiliates and merchants from the perspective of a network.

Bonus! Light analysis of certain metrics.


Why?Because sometimes it’s just nice to know you’re better than the competition.

...also to help get a baseline for setting reasonable goals & expectations when participating in the affiliate channel.


Where We’re Getting These Stats:Stats are sourced from AvantLink for the 2015 calendar year. Ability to summarize big data to consumable information points.

You’re about to see a lot of numbers. Let’s get to it...


Average Order Values

$123.30


Average Click Through Rate

3.13%


Average Conversion Rates

3.93%


Mobile Sales %

21.7%


Prior Year Mobile Sales %

2015: 20.4%2014: 19.3%


What Does That Mean?Mobile sales will continue to grow

quickly. Google’s Mobilegeddon will continue to force more responsive retailer websites

and fuel the increase in mobile conversions.


Average Mobile Order Values

$113.98


Average Base Commission Rate

6.7%


New Customer %

21.5%


What Does That Mean?Most merchants love to see new customers.

For better or for worse, this reinforces a very popular idea that affiliate marketing is

a channel only for new client acquisition rather than a retention channel.


Average Time To Sale After Click

0-24 Hours: 78%


What Does That Mean?Vast majority of sales made within the day or referral. Customers are quicker to buy than ever before, and affiliate referrals

help solidify the intent to buy.



1-7 Days: 8%


What Does That Mean?Someone needed their paycheck first...



8-30 Days: 9%


What Does That Mean?Someone needed two paychecks first...


Affiliate Revenue Make-Up

93%/7%(Commission Earnings

vs Incentive/Bonus Earnings)


What Does That Mean?For high-value affiliates, incentives like performances bonuses, sales threshold

commission increases, and other monetary perks make up a very large

portion of revenue.


Banner Ad Sales %

12%


Text Ad Sales %

38%


What Does That Mean?These two dominate promotion types are starting to decline, representing only half

of affiliate sales made.


Non-Banner/Text Ad Sales %

50%


Custom (Deep) Link Sales %

37%


What Does That Mean?The importance of an affiliate’s ability to integrate custom (deep) link in relevant ways into their content is paramount.

Feels almost more like content enhancements than advertising.


Average Number Of Programs

An Affiliate Will Join

9.5


What Does That Mean?Merchants should always be aware of the

competition their affiliate is also partnered with and should always strive to build the

very best program to dominate competition.


Average Affiliates In A Program

269


Average % Of A Program’s Affiliates With One Or More

Sale In 2015

10%


What Does That Mean?Correlates with affiliates joining average

of 10 affiliate programs each. Often affiliates will only focus on one- maybe

two- of their programs to actively represent.


Average Merchant-To-Affiliate Email Open Rate

22.1%


Average % Of Sales With Multiple Affiliate Referrals

Involved In Sale

16%


What Does That Mean?We won’t get into the attribution rabbit

hole too much, but know that affiliates will start to demand split commission payouts

based on all affiliate activity in a single sales cycle.

Want to know more? Let’s talk after!Affiliate Summit West ‘16Average Affiliate Channel Stats & KPIs

by Chad Waite (@ChadW8)

Where is EPC?EPC in the affiliate industry lacks universal

definition. Will avoid EPC rant….


Now, Just For Fun….

Let’s take a look at how someof these statistics differ

during the fourth quarter.


“Prime Time” Average Order Value

(11/16-12/25)

$129.22 - Up 5%(2015 Average: $123.30)


“Prime Time” Click Through Rate

(11/16-12/25)

3.75% - Up 20%(2015 Average: 3.13%)


“Prime Time” Conversion Rates

(11/16-12/25)

5.84% - Up 49%(2015 Average: 3.93%)


“Prime Time” Mobile Sale %(11/16-12/25)

24.5% - Up 13%(2015 Average: 21.7%)


“Prime Time” Avg. Affiliate Revenue Makeup (11/16-

12/25)

91%/9%Incentive/bonus earnings up 29%


Average Affiliate Channel Stats & KPIs:How Do You Stack Up?


Chad WaiteMarketing Manager, [email protected] (@ChadW8)

mailto:[email protected]

Business

Average Affiliate Channel Stats and KPIs- How Do You Stack Up?