Fish and Clicks

Ever since I took over the management of the Hamleys affiliate program it’s been my number one goal to turn around what was for me an under performing program. There was a lot of work to be done (and there still is) but by ironing out the creases one by one were slowly getting there and the results are already evident. As we rapidly approach Q4 our focus and attentions couldn’t have paid off at a better time. Christmas is without a doubt the single most successful season for Hamleys as friends and family go in search of that magical gift.

As an affiliate it’s important that the merchants you chose to partner with are the best possible for that sector. A while back Affiliate Window introduced a C.A.V.E rating system which ranks their affiliate programs against each other with the underlying forula making use of key metrics such as Conversion Rate, Approval Rate, Validation Period, and EPC. In the words of Affiliate Window their C.A.V.E rating is broken down like so…

Conversion Rate - Clicks to Transactions
This percentage relates to the total number of sales divided by the total number of clicks over a given time period. The better the site converts incoming traffic to actual transactions the higher the Conversion Rate. This also has a direct impact on the average Earnings per Click (EPC).

Approval Percentage - % of confirmed sales or leads
All transactions are initially considered ‘pending’. This percentage relates to the actual proportion of pending transactions you approve (as opposed to decline) over a given time period.

Validation Period - Period transactions are pending
All transactions are initially considered ‘pending’. This figure represents the average amount of time taken to validate the pending transaction to either Approved or Declined.

EPC - Earnings per Click
This figures represents the total commission earned by your affiliates divided by the total number of clicks over a given period of time.

So how do Hamleys stack up? Well here’s how we rank against all Merchants in the Games sector as of today and I hope that the good results will encourage some of you to give Hamleys an extra bit of promotion over the coming months.

As a reminder the Hamleys affiliate program is set up on the TradeDoubler and Affiliate Window networks.

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