Mid and Lower Funnel Affiliate Partners: Converting Interested Shoppers

While upper funnel partners drive awareness, mid and lower funnel affiliate partners excel at converting interested shoppers who are actively researching or ready to purchase. These specialized partners provide the comparison tools, incentives, and rewards that help consumers finalize their purchasing decisions.

Price Comparison Sites: Helping Consumers Make Informed Decisions

Price Comparison Sites aggregate product information from multiple retailers, allowing consumers to easily compare prices and features across different vendors.

How They Promote to Users

Price Comparison Sites offer several valuable tools for consumers:

• Side-by-side price listings from multiple retailers
• Historical price data to help users time purchases
• Comprehensive product specifications
• User reviews and ratings
• Price drop alerts and monitoring tools

For example, when shopping for electronics, consumers might use price comparison tools to track deals on products from brands like Philips and Samsung. These sites often include browser extensions that allow shoppers to easily monitor specific products for price drops or sales across various online stores.

Traffic Sources

Price Comparison Sites attract traffic through:

• Organic search targeting product-specific keywords
• Paid search advertising for high-value product categories
• Email marketing for price alerts and deal notifications
• Partnerships with review sites or content publishers
• Mobile apps for on-the-go price checking

Sites like PriceGrabber and Shopping.com optimize their platforms to appear when users search for specific product models or "best price" queries, capturing users who are actively looking to make a purchase and are price-sensitive.

Revenue Model

Price Comparison Sites generate revenue through:

• Commissions on user purchases through their links
• Cost-per-click (CPC) models for product listings
• Featured or sponsored listings
• Display advertising
• Data licensing to market research companies

To maximize effectiveness with these partners, brands should:

• Share promotional calendars and upcoming offers
• Ensure accurate, up-to-date pricing information
• Provide comprehensive product specifications

"Price comparison sites empower users with knowledge, helping shoppers find the best deals, determine the right time to buy, and make confident purchasing decisions."

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Key Considerations

When working with Price Comparison Sites:

• Maintain accurate and timely price and product information
• Provide a complete data feed with all relevant product details
• Consider the mobile experience as many users compare prices while in stores
• Balance comprehensive information with clear, decisive presentation
• Monitor competitive positioning regularly

Companies like BILL and QuickBooks may compete on software comparison sites, while retailers like Faire and Wayfair might focus on product-specific price comparisons.

Coupon and Deal Sites: Incentivizing Completion

Coupon and Deal Sites focus on providing discount codes and special offers to consumers who are already interested in making a purchase.

How They Promote to Users

These sites employ several strategies to engage users:

• Aggregating and organizing coupon codes by category, store, or discount type
• Highlighting time-sensitive or exclusive deals to create urgency
• Offering browser extensions that automatically apply codes at checkout
• Providing deal alerts for specific products or brands
• Creating curated collections for major shopping events

Sites like Slickdeals and Savings.com organize deals for brands like Uber and Target, making it easy for shoppers to find relevant savings opportunities when they're ready to make a purchase.

Traffic Sources

Coupon and Deal Sites attract traffic through:

• Organic search optimization for coupon-related keywords
• Email marketing to share new deals with subscribers
• Paid advertising, particularly during peak shopping seasons
• Social media promotion of flash deals or limited-time offers
• Mobile apps with push notifications for deal alerts

For example, Offers.com might optimize for terms like "Nike discount code" to attract shoppers actively seeking savings on specific brands.

Revenue Model

Coupon and Deal Sites earn primarily through:

• Sales commissions via coupon codes and affiliate links
• Featured merchant placements and enhanced listings
• Premium memberships for early or exclusive deals
• Advertising and sponsored content

To maximize effectiveness with these partners, brands should:

• Provide exclusive codes or deeper discounts when possible
• Offer special promotions outside of standard sale periods
• Maintain clear terms and expiration dates
• Communicate marketing calendars in advance

"While coupon/deal affiliates are key players in the customer journey, often receiving the last click, they are also highly effective in leveraging audience segmentation to target cart abandonments, lapsed shoppers, and more, delivering timely offers that drive engagement."

Key Considerations

When working with Coupon and Deal Sites:

• Maintain up-to-date and valid coupon codes to preserve user trust
• Design a user-friendly experience that allows visitors to quickly find and apply relevant coupons
• Build relationships with key partners for exclusive or enhanced placements
• Understand seasonal trends and shopping events to maximize revenue
• Balance consumer discounts with profitability

Companies selling consumer products, like Invoice Simple and Shopify, have the potential to drive significant volume through these sites, especially during key shopping periods or new product launches.

Loyalty and Cashback Sites: Rewarding Customer Actions

Loyalty and Cashback Sites are membership-based platforms that share affiliate commissions with users through cash or point rewards.

How They Promote to Users

These platforms use several approaches to engage shoppers:

• Offering a percentage of commissions back to users who shop through their links
• Providing a portal where users can browse participating stores and cashback rates
• Featuring special elevated rates to drive traffic to specific retailers
• Tracking earnings and redemption history through user dashboards
• Offering mobile apps for on-the-go earning and redemption

Major players like Rakuten and TopCashback promote brands ranging from MasterClass to Best Buy, incentivizing purchases by sharing a portion of their commission with the end consumer.

Traffic Sources

Loyalty and Cashback Sites leverage:

• Direct traffic from their existing user base
• Organic search for brand names and cashback-related keywords
• Paid advertising to attract new users, especially during high-shopping seasons
• Referral programs that incentivize existing users to bring in new members
• Partnerships with credit card companies or banks for user acquisition

Sites like CapitalOne Shopping and Honey have built large user bases through browser extensions that automatically identify cashback opportunities, while others like Mr. Rebates focus on email marketing to drive repeat usage.

Revenue Model

Loyalty and Cashback Sites generate revenue through:

• Retaining a portion of the affiliate commission after paying user cashback
• Float (holding user earnings until redemption threshold)
• Breakage (unredeemed cashback)
• Advertising and premium placements
• Data monetization

These partners are typically considered "lower funnel" and often receive lower commission rates than upper funnel partners. However, for some brands, the cashback/reward model can be a stronger conversion tactic than coupons, potentially justifying higher rates.

Key Considerations

When working with Loyalty and Cashback Sites:

• Focus on user experience, making cashback earning and claiming straightforward
• Ensure transparent tracking and prompt payouts to build trust
• Offer a competitive cashback rate compared to similar brands
• Understand that these partners can potentially "steal" purchases from competitors with higher cashback
• Optimize for mobile experiences as smartphone shopping continues to grow

"Loyalty rewards/cashback can be powerful tools for non-promotional brands aiming to engage high-AOV shoppers. By offering tailored incentives, these strategies can foster long-term relationships and enhance customer retention without the need for discounts."

Brands like Xero and American Express can strategically use cashback sites to attract new customers, while retailers like VEED and Macy's might use elevated rates during key shopping periods to drive conversion.

The Strategic Value of Mid and Lower Funnel Partners

Mid and lower funnel partners play a critical role in converting interested shoppers who are actively comparing options or seeking the best deal. While these partners may sometimes be viewed as less incremental than upper funnel affiliates, they provide invaluable assistance in:

• Reducing cart abandonment
• Overcoming price objections
• Providing the final incentive needed to complete a purchase
• Potentially diverting customers from competitors
• Creating opportunities for repeat purchases through rewards programs

By understanding the unique characteristics and economics of these partner types, brands can develop more effective strategies that maximize conversions while maintaining healthy margins and customer relationships.