Affiliate Management; Apropos.

Background

Apropos has been building glass structures that are both beautiful and functional for over 50 years. Their durable structures include; bespoke conservatories, pool houses, glass houses and studios. Xyone have worked with Apropos for over 4 years and have gained a very close working relationship.

Client

Apropos Tectonics

Date

October 2007 till Present

Problem

Apropos and Xyone identified that Apropos needed to create more leads (brochure requests) coming through their website and they needed to keep up with the competition and gain more exposure online through affiliate marketing.

Objectives

Xyone’s main aim on this project was to improve Apropos’ online marketing results and increase

online leads with an affiliate network. To do this we needed to:

• Complete marketing research on competitors’ affiliate programmes.
• Research on affiliate networks and set up Apropos as a merchant on a network that compliments the home improvements industry.
• Devise a 12 month affiliate strategy for Apropos to determine an on-going affiliate recruitment and management plan.
• Produce affiliate banner creative and engaging copy for affiliates to use to promote the brand and push leads to the website.
• Devise a structured plan for these leads to be followed up by Apropos to push conversion to purchasing a product.
• Create and build relationships with affiliates to gain the most exposure for the brand.
• Research possibilities to get email affiliates on board on the programme and devise a strategy to utilise their data to promote Apropos.

Benefits

The benefits Apropos will receive by having an affiliate programme run through Xyone is that they will see more leads coming through their website which will result in gaining a larger conversion rate from leads to sales through the sales process. Another benefit of having an affiliate programme is Apropos will have a bigger brand exposure across the online arena.

Results

During Xyone’s relationship with Apropos we have created and managed a very successful and profitable affiliate programme which has produced the following results:

• During 2010 the affiliate programme generated just under 2,750 leads through the website, equalling a conversion rate of 2.25%.
• From the leads through the website, the follow up process produced a conversion to actual sales of 1.21% which generated a total revenue of over £690,000.
• Compared to the online average cost per lead of around £59, the affiliate programme brought in an average cost per lead of just under £18, resulting in a more cost effective structure.