Why On Earth Is Anyone Promoting Low Paying, Low Converting Toy Programmes?
I’ve decided twice not to write this - but it’s just crazy that any affiliate would promote low paying, low converting toy websites - which are also more expensive than Amazon, Littlewoods Direct, The Toy Shop, John Lewis - shall I go on …..
You could argue that they have the brand name and this could figure in the conversion rate (I capitulated over Next - but they are the exception to the rule) but if someone is willing to pay a premium price just to shop at Hamleys, then they are going to Google Hamleys. If they’ve landed on your site through a toy related search term, then I think promoting a cheaper merchant is going to bag you the sale and probably double your commission.
Why does it annoy me - ‘cos I find it insulting that some merchants simply try to trade off their brand name and offer such low commissions, as though we’ll agree to anything - but some of you do, wierd!!
Which is what I find inexplicable when there are a plethora (love that word) of toy merchants - especially on Affiliate Window and Amazon - who have great products at great prices at great commission rates. These are the merchants we should be encouraging and not kowtowing to the likes of Hamleys and ToysRus, to name but two.
I understand that networks and agencies have a duty to their merchants to promote them and try to get affiliates on board - but come on, with a little bit of detective work you can unearth some alternative programmes which will pay you what you’re worth.
OK rant over.
November 6th, 2007 at 06:09 pm
Just out of interest, what do you consider a good conversion rate?
I’ve been promoting Toys ‘R’ Us and have been very happy with the conversion rate, especially in the last few weeks.
Their product range is substantially bigger than some of their rivals, especially with some of the popular licensed toys.
I’d agree that the commission is very low though, but brand-trust, product range and a conversion rate I’m happy with have made them worth working with.
That said I don’t promote them exclusively and where possibly try to find a better price on Amazon.
November 6th, 2007 at 06:49 pm
We do a lot of toy traffic some targeted some generic, however Toysrus seems to be the amongst the lowest converting programs to the point of being woeful.