Time and time again, I have come across affiliate programs that are set up to fail from the beginning. As with all things in business, building a proper foundation for your affiliate program is an integral component of your overall marketing plan and will dictate your programs’ performance. Although some affiliate programs out there have been improperly set up, it’s not too late to repair the bones of the program and get it back on the track to success.

Here are some areas of your affiliate program that can be optimized to get your program on the right track.

• Commission Offer – Your commission offering should be competitive in regards to other similar programs in your vertical. A competitive commission provides more incentive for publishers/affiliates to join your program on their own accord (organically). Further, if your budget allows it, implementing a tiered commission structure will give affiliates in your affiliate program added incentive to perform to reach the higher level of commission.

• Cookie Duration – The length of your cookie offering must be long enough to give your affiliates the opportunity and confidence they will need to be able to earn commissions from your program. Some products will take longer than others to complete the sales process and your cookie duration should be reflective of that and dependant on your niche.

• Affiliate Contest, Performance Incentives – Cash rewards for affiliates making their first sale or product contest are a good way to motivate your affiliates to convert for your program. You can also give your affiliates increased commissions or cash prizes to your top performers over a period of time (ie: week/month/quarter).

• Creatives – Clear Call-To-Action, design/branding and proper landing page can all help with your affiliate programs’ conversion rates. Make sure that the messaging is clear, concise and directs the end user to the proper landing page on your site.

• Consumer Offers and Promotions – Coupons, sales, free shipping etc.

Affiliate Point of View – Your consumer offers will help your program convert for your affiliates and gives them more reason to promote your program.

Consumer Point of View – Deals and price breaks will entice more consumers to come visit your site and help with the conversion process.

Ensuring that your affiliate program is optimized correctly and providing your affiliates with the proper tools will give your program the opportunity to succeed in the competitive affiliate marketing space. The previously mentioned areas listed above are only a few of the things that you can do to optimize your affiliate program and should be part of a larger optimization strategy.  Additionally, having an experience affiliate management team on hand will make things a lot easier and efficient for you and your affiliate program.