Natchez Case Study
successful network migration
Network Migration Case Study
“Clique’s relationship with Natchez starts with a common interest and understanding of outdoor gear. Our relationship with Natchez is one of complete trust and forward-thinking about the growth of the affiliate channel.” – Matt Midthun, Clique Affiliate Marketing
Natchez Shooters Supplies is a trusted source for all your outdoor needs. Two families of sportsmen started the business 38 years ago with a goal to provide a one-stop-shop for quality outdoor products. Today, Natchez Shooters Supplies is an online supplier of ammunition, optics, shooting supplies, tactical products, hunting, camping, and survival gear.
Clique Affiliate is an affiliate marketing agency working exclusively with passion and lifestyle brands. Founded in 2012, the agency creates highly profitable and tightly optimized affiliate programs for notable clients. Clique Affiliate’s success is testimony to its team’s commitment to delivering the highest quality of service backed by tried-and-true strategies and forward-thinking innovation.
“Clique Affiliate Marketing is always looking for long-term growth with our programs, and playing it safe isn’t always the right move.” – Matt Midthun, Clique Affiliate Marketing
Natchez Shooters Supplies was running a mature affiliate program, resulting in moderate, acceptable sales metrics. So why switch?
In order to incrementally grow an already well-established program, Clique Affiliate Marketing researched the idea of moving the program to the AvantLink network.
They noted the glut of inactive affiliates on Natchez Shooters Supplies’ current network, comparing it with AvantLink’s rigorous compliance processes, which ensure only high-quality affiliates are accepted.
Looking to take performance to the next level, Clique Affiliate Marketing proposed moving the mature program to AvantLink to connect Natchez with more quality affiliates that resonated with the brand.
“AvantLink and Clique made the transition a smooth experience and we had virtually no downtime between affiliate networks. They were always available when questions were raised or help needed. We saw great traction with our program when launched. AvantLink went the extra yard to make sure everyone knew we were new to their network. I would highly recommend AvantLink.” Natchez Shooter Supplies
Migrating To AvantLink
Pros
- In-depth vetting of affiliates for website accuracy and relevance
- Top ten revenue producers already in AvantLink network
- Top-level service from tech & support teams
- Easy to navigate, robust interface
- AvantMetrics attribution platform for complete visibility into consumer path-to-purchase and dynamic commissioning models
Cons
- Migration work
- Adding new tracking code
- Smaller network
Staying With Former Network
Pros
- Program performance was exceeding YOY expectations
- Saw revenue growth from current partners • Tech support was good
Cons
- Confusing interface
- Limited reporting functions
- Poor upkeep on affiliates (many dead sites)
- Limited tools for affiliates
Affiliates: The 20 productive affiliates from the former network migrated to AvantLink.
Time Invested: It took approximately three months to research and plan the transition, followed by one month to complete the migration to AvantLink. There was just one month where the affiliate programs overlapped between both networks.
Resources: A small team of professionals successfully migrated the program. This team included Clique Affiliate Marketing program manager, Matt Midthun, one Natchez Shooters Supplies support technician, and the AvantLink tech support team.
“AvantLink is hands down the better network for quality and targeted publishers.” – Matt Midthun, Clique Affiliate Marketing
In the first three months..
Overall ROI increased from 179% to 209%
Sales after migration $735,000
3,809 sales
$200,000 revenue from new affiliates
68% new customers in the first month
57% new customer average per month
New customers increased from 47% to 60%
Cost per new customer reduced from $37.48 to $25.86
What it takes to build a more effective affiliate program
1. Experienced program management & support
2. Network with quality affiliates
3. Understanding your brand and recruiting relevant affiliates
4. And, eschewing the “if it ain’t broke, don’t fix it” approach