About The Client
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.
YOY Revenue Growth
Increase In Active Affiliates
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.
Versa 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.
Versa’s approach concentrated on the following strategies:
- 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.
Versa’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.