be Christoph Bulow

1. CONVERSION OVER CLICKS:
REEVALUATING COUPON CODE PARTNERS
Affiliate Summit West 2020
Las Vegas, NV
Christoph von Bülow
Chief Commercial Officer

2. Fresh Year … Let’s Reflect On The Current Mindset
... - 2019 2020

3. Not What We Mean…

4. We’re All Familiar with the Status Quo
“Coupon sites don‘t provide any real value for the program.”
“Sorry we can’t go higher; all our coupon affiliates are on 1%.”
”The sales look good, but we would have gotten these anyways.”
“We’ve never worked with coupon sites.”
“But can you prove your sales are entirely incremental?”
”Your conversion rate looks great, but year over year sales are down.”

5. Until This Conversation Meaningfully Shifts...
Where does the motivation of
coupon publishers lie?

6. Redefining Conversion in a Partnership
2020
Accomplishing an agreed
goal or target

7. This Can Take Many Forms
Total Transactions

8. This Can Take Many Forms
Total Transactions
New User Acquisition
Higher Basket Values
Creating Additional Touchpoints
and on and on....

9. Example: A Tale of Two Coupon Publishers
Coupon Publisher A Coupon Publisher B
1% CPA 1% CPA

10. Example: A Tale of Two Coupon Publishers
Coupon Publisher A
350 Clicks
50 Sales
Top User Experience
“Conversion” Champion
Coupon Publisher B
10,000 Clicks
105 Sales
Misleading Discounts
SEO Champion
1% CPA 1% CPA

11. Example: A Tale of Two Coupon Publishers
Coupon Publisher A
350 Clicks
50 Sales
Top User Experience
“Conversion” Champion
Coupon Publisher B
10,000 Clicks
105 Sales
Misleading Discounts
SEO Champion
1% CPA 1% CPA

12. False Aims in Action
Coupon Publisher A
8 Offers
10 Offers
5 Offers
5 Offers
Coupon Publisher B
50 Offers
35 Offers
18 Offers
25 Offers
Department Store A
Department Store B
Cosmetics Store
Food Delivery Service

13. The Data Is Clear

18. And Let’s Be Honest

19. Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
Coupon Publisher B
Nearly 100% SEO-based traffic

20. Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
58 Sales
Coupon Publisher B
Nearly 100% SEO-based traffic
100 Sales

21. Revisited: A Tale of Two Coupon Publishers
Coupon Publisher A
Multi-Channel Traffic Strategy
Focus on Campaigns
58 Sales
Coupon Publisher B
Nearly 100% SEO-based traffic
100 Sales

22. Trust in Touchpoints & New Approaches
Paid for
Final Touch Point...

23. Trust in Touchpoints & New Approaches
Paid for
Final Touch Point...
... But Capable of
MUCH More

24. Such As...
• Strategic content and partnerships
• Contextually relevant coupon widgets
• Email and notification-based outreach
• Linking traditional commerce content with incentives
• ...

25. Case Study: N26 Campaign
Goal: 1,500 new bank customers over two week campaign
Methodology:
• Utilize exclusive promo code for new customers
• Target customers across wide array of touchpoints and channels,
in the context of Apple Pay release in Germany

26. Touchpoints Used

27. Converting Through Content

28. Results
1.9M
Impressions
5.2K
Clicks
1.15K
New Account
Sign-Ups
22%
Click-to-Sign Up
Rate

29. Results
42 39 31 28 27
42 50
37 35 35 29 25
41
336
175
114
87
0
50
100
150
200
250
300
350
400
N26 Exclusive Code Campaign: New Bank Account Sign-Ups per Day

30. But What About “Established Products”?
Hotel A Hotel B
Sunday Occupancy Rate: < 60%

31. Move Beyond Established Norms
Hotel A Hotel B
Sunday Occupancy Rate: < 60%

32. Incentivise Incremental Business
• Greater exposure
• Eyecatcher over competition
• Longer stays (basket value)
• Higher new customer rates
• Further product experiences
• More returning customers
• ...
Hotel A

33. How to begin?
It all starts with a conversation

34. Wrapping up: It’s ultimately up to you
• Talk with your coupon-based affiliates
• Share, but also request, data wherever relevent
• Reward those who meet expectations and others will follow
• Get into the details

35. Wrapping up: It’s ultimately up to you
Do you want to encourage more of
Coupon Publisher A or Coupon Publisher B?

36. Thanks For Stopping By!
Strategic Partners & Brands