Strategy Equals Results

Case Studies

Home Improvement

An innovative leader in the filtration industry that manufactures products that create a safe environment. Their approach is simple; make quality products at accessible prices. They believe clean, healthy indoor air is a must in every home or place of business… but it should not come at a premium cost. Customers receive maximum purchasing flexibility as they offer one of the largest air filter selections on the market, even providing custom-make filter options.

39%

year-over-year growth

25%

increase in active affiliates

5+

successful product launches

Vertical

Home Improvement

Network

Rakuten

Program

Existing Program

The Challenge

The main challenge was finding ways to differentiate the clients brand and products in a crowded DTC vertical. Crowded markets create obstacles for brands as it can be hard to stand out and capture a large enough percentage of the publisher mindshare. On top of this, certain verticals/industries can be limited in relation to what types of publishers their able to work with in the affiliate channel.

The Solution

Battery Park aimed to diversify our partnerships at all levels of the sales funnel to increase market share, visibility, and sales. While the vertical set limits on what types of publishers we could effectively work with, diversification of publisher niches (and respective promotional efforts) were pivotal in our ability to achieve growth goals.
After reviewing the program Battery Park determined to focus on the following areas:
  • Product reviews with trusted content bloggers. Top of funnel affiliates like trusted bloggers and/or influencers create valuable brand awareness and influence buying decisions.
  • Utilize deal websites to take advantage of market trends indicating demand for consumer offers in the filtration category.
  • Employing PPC bidding affiliates to capture a larger share of the paid search space.

The Results

Battery Park’s strategy of diversifying affiliate partnerships and targeting customers at all levels of the sales funnel generated positive results. The affiliate program saw positive performance growth over the course of the year.
Activating publishers who were previously inactive in the program helped us increase program traffic, sales, and net orders. We were able to identify and utilize certain niche publishers to recapture marketing space and increase our share of visibility.
We were able accomplish our goal and produce positive results like increased conversion rates, increase in net orders by 25% YoY, and combined program net revenue growth of 39% YoY.

Health & Wellness

An established company in the health and wellness vertical. The client provides convenient, affordable and confidential lab tests. You no longer need to go to a doctor or have insurance to get a medical test. You can order a blood test online and stop into one of the hundreds of test locations nationwide. They cover everything from allergy tests, routine blood work and comprehensive disease screenings.

Top 100

ShareaSale Power Rank

37%

Increase in Affiliate Engagement

$1M

In Annual Revenue

Vertical

Health & Wellness

Network

ShareaSale

Program

Existing Program

The Challenge

The primary challenge was to incrementally increase sales in an existing affiliate program that had stagnated after 3 years. The client attempted to unsuccessfully grow the program through internal management with 2 different affiliate marketing agencies. A low baseline of sales had been established but program growth was non-existent. A decision was made to work with one last agency in hopes of increasing sales before the program would be retired.

The Solution

Battery Park was selected to manage the program with a 6-month window to increase sales. Expectations were to grow the program 5% month-over-month for that period.
After reviewing the program Battery Park determined to focus on the following areas:
  • Offering short-term, increased affiliate commissions to increase program engagement and activity.
  • Identify, segment and recruit niche affiliates. The client offers medical tests that align with various affiliate niches where those tests are relevant (i.e. Celiac tests align with affiliates talking about Gluten-Free topics).
  • Generate read-made content for affiliates to leverage when marketing the client.

The Results

Battery Park’s targeted approach to affiliate outreach and recruitment yielded higher engagement, enrollments, and active affiliates.
Offering short-term increase commission spurred click and sales activity amongst the affiliates and when the commission was reduced the program did not experience a drop in sales.
The generation of “ready to post” content decreased the workload for affiliate partners and the timeframe in which they were able to start marketing.
The ultimate result was that Versa was able to extend our partnership with the client indefinitely, generate $1M in annual revenue through the program and break into the ShareaSale top 100 list.