How to Create an Effective Affiliate Program Landing Page
Affiliates frequently visit merchant sites to learn about affiliate programs. Marketers might also find programs on search engines if those pages are search engine optimized, for example, yourwebsite.com/affiliate-program. In either case, advertisers must have landing pages that excite and prompt publishers to join.
There is a right and wrong way to create an affiliate landing page. The correct approach seeks to include pertinent details and excludes specifics that are available in the affiliate agreement. Brevity is also important. After analyzing hundreds of landing pages, we recommend including:
- The commission
- Cookie length
- Other program features
- Payment threshold and deposit options
- A call to action
- Contact information
- Images and graphics
Affiliates want to know what’s in it for them. If they perform, how will they benefit financially? Commissions are at the heart of performance marketing. Therefore, the commission rate, percentage-based or fixed, should be stated explicitly. Advertisers who pay recurring commissions should indicate such in clear language, for example, “Affiliates will earn a recurring commission of 30 percent on monthly and annual customer payments” or “30% recurring commission.” As Leadpages states, “We currently offer a 30% recurring commission for the life of the customer.” The critical word to include is “recurring,” which most publishers understand.
Many landing pages omit details about cookie length, but it’s a critical factor for publishers when assessing what programs to join. You can state something like “Our program has a 30-day cookie period.”
Other Program Features
Highlighting additional benefits can lead to higher publisher conversion rates, and including an FAQ is an excellent way to increase engagement. If you have a volume sales commission scheme or schedule, you should mention it. For example, some web hosting companies use an image like the one below.
Deep linking is a crucial feature, and it’s the practice by which an affiliate creates a link to a specific page on the merchant’s site. For example, instead of using a generic homepage affiliate link, I deep link to an article that relates to my post. Deep linking gives affiliates more options to direct traffic.
Payment Threshold and Deposit Options
Publishers frequently want to understand how much money must accrue before payments are issued and how they can receive payments. For instance, an affiliate must amass $100 in commissions before a payment is made. Payments are sent via PayPal or direct deposit.
A Call to Action
A call to action prompts affiliates to sign up and appears prominently on a page. Call to action examples include “Get started,” “Sign up today,” “Join our program,” and “Apply now.”
A point of contact in the form of an email address, e.g., email@example.com, indicates to publishers that you have a dedicated support channel. If a specific person is managing your program, you can feature his or her image and email address. You can also include a statement about application review times, for example, we’ll notify you about your application within five business days.
Images and Graphics
Images and graphics spice up a landing page but aren’t necessary. You might include images that represent the features of your program. Conversely, images that explain affiliate marketing and how it works are wasteful.
What to Exclude
There are some items and statements you should exclude. Your landing page isn’t meant to promote and list the benefits of your product or service; it’s intended to market your affiliate program. Including a sentence or two about your product/service or market position is perfectly fine but should be left at that. For instance, “Over 1,000 customers use our market-leading CRM software.” Secondly, encouraging affiliates to join by emphasizing how much or how easy it is to make money isn’t the path to take. For example, “Sign up today and start earning hundreds” or “Make money easily with our program.” Lastly, adding favorable testimonials from other affiliates as a social proof strategy is unnecessary. An excellent commission and cookie length are what persuade marketers to join affiliate programs.