Voucher Code Rants

Aaarrgghhh! I hate voucher code sites. Whenever I set up a new site or add a new merchant, I am acutely aware of a creepy feeling in the back of my neck that is a bit like someone walking over my grave. Actually it’s someone walking over my customers and stealing commissions. I recently responded to a comment via personal message and I will reproduce this roughly word-for-word below. In response to a post from an affiliate complaining about voucher codes, the merchant had replied that they also ran a lot of other special offers and discounts and that any affiliate was welcome to apply for their own voucher codes so they could compete. This prompted me to email the merchant with a mild rant that I now realise just might have contained a worthwhile idea …

Dear (person will remain nameless)

While I must admit you do provide some great special offers, even so us traditional affiliates will lose sales to any customers that have installed one of the many toolbar based commission hijacking extensions or is smart enough to do a pre-purchase search for “(brand name) voucher codes”. Both of these will let the voucher code site steal the commission even though it was our sites that sold the customer on your product.

As you suggest, we could get our own unique voucher codes and compete in this way but the cost of these discounts comes out of our commissions. Personally speaking, I make many pages that promote your products to casual or early stage searchers. Publishing this kind of broad product-based promotion with its numerous product pages, hand-written texts and creatives is much more labour intensive than having a single brand-name related page/popup offering “10% off all purchases” and is simply not economically viable under the narrower margins that I would get if I instituted voucher codes as well. I really don’t think the product-based site + voucher code model that you invite us to follow is a viable business model, particularly for the smaller and medium-sized publishers that provide you with such a diverse array of opportunities for product exposure and brand reinforcement.

I wonder if you might consider making special product offers available only to non-voucher code/cashback sites – in fact bringing in an internet version of ‘no other offers can be used with this promotion’. I appreciate this is not a simple as it sounds as you have no clear way (at the moment) of telling whether the sales commission you pay is going to a product-promoting affiliate or is being passed back to a customer as cashback via a site that only markets your brand name to people who already know it. But there must be some way of doing this – requiring affiliates to declare themselves as one or the other maybe. At least then us traditional affiliates would be able to promote the idea that the price we are offering is genuinely the best that is going to be available anywhere on the web and that no other offers/vouchers/discounts can be used with this promotion.

In summary, voucher code sites have something unique that us traditional affiliates cannot afford to offer – cashback or cheaper deals that arise from them working to a high volume of end-stage customers who are often nabbed as they are just about to click the ‘confirm purchase’ button. If you are genuinely interested in your products (and not just your brand name) being promoted to a wider audience than the ‘already committed’ you could balance this by giving those of us who do this for you something unique to offer in order to keep us doing what we do, and that something could be these occasional special deals.

Does anyone have any thoughts on this? It was a relatively casual and reactive message but why shouldn’t a merchant provide different deals to traditional affiliates: deals that are exclusive to non-cashback/voucher code sites? I am not asking the merchant to do us a favour, just to consider that it is in their best interests to encourage broad product and brand exposure rather than just have voucher code sites. Anyone see any objections?


One Response to “Voucher Code Rants”

  1. George Says:

    This is not a bad idea but it would need the merchants to take the view that its worth protecting the affiliates who provide that kind of product marketing – and of course you would have to get this past the networks (who don’t care which affiliate earns them commission) and the merchants own online sales manager whose commissions include all those sales that would have been direct but registered as through an affiliate link because someone used a voucher code.

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