Should We Ignore Voucher Code Cookies?

[Matthew Wood]

Here is a question for a Tuesday afternoon...

With consumers increasingly 'checking' if a voucher code is available for a merchant I wonder when a 'cookie' has been planted by the search or affiliate channel within the previous 30 minutes - if that cookie should be overwritten by a dedicated voucher code affiliate?

I'm not a fan of playing around with the last cookie wins scenario which is widely accepted as the best mechanism for rewarding a sale - but would it be a good idea in this instance?

[renegade]

No. We operate the same affiliate IDs across all our sites so it would be unfair.

[Matthew Wood]

Good point Joe, however cashback sites are often required to have a unique account for their cashback activity - could this not be the same for voucher code affiliates?

Is the voucher code cannabalisation going to harm our sector in the long term?

[befuddle]

If voucher code cookies were ignored how would my site ShopCodes make money?

[Frostie]

Will voucher codes harm long term?
No. Its a sign of how market changes affect everyone similar to how the introduction of Cashback sites changed things. I think those people with "content" sites need to realise that business models don't and wont sit still and like any business, they can't rely on what made them money last month, to do the same next month. Like any business including us affiliates (voucher code and non voucher code) we have to be prepared to adapt and change with the times and the market.

Your suggestion of 30 mins cookies has a flaw too.
Lets say I have a big camera website with lots of content. What would stop me from creating a link to a voucher code website saying "Check here for Canon Camera discounts". That way I would still get the referral as it would be within a 30 minute time frame, but wouldn't have to keep on top of updating all the voucher codes out there.

You have additional issues of exclusive codes that have been issued following previous performance or preferential positioning or even a drop in commissions to consider which is already a major headache for some networks.

Not as clear cut sadly.

[Supercod]

Let’s just say this was accepted as a good method and we have calls for it to be rolled out for cash back sites also. Person searches for a product, finds a “content” Affiliate, visits the link and thinks, hey wonder if I can get cash back from these guys, visits a cash back Affiliate, the content Affiliates just lost commission. So the reverse of the same question, do you think cash back sites would accept the same rule?

[purple]

It would only lose out if another affiliate cookie was planted 30mins before yours was planted.
If people go direct to you, once you have built brand, or direct from Search or PPC.

You would only lose out if end user does content search first, or even merchant search and then searches for code.

I am not sure what side of fence i sit on with this one, but i think what matt is suggesting is as above.

[Maxafi]

Dare I say one of the easiest ways to resolve this would be for all networks to put a blanket ban on 'click to reveal' for voucher affiliates?

It would resolve the issue of some sites listing non-existent codes, puts the onus back on content/creative and levels the field against content affiliates.

I know some (not all) code affiliates suggest that content affiliates should quit moaning and stick codes on their own sites, or start their own, but I suspect most don't want to add to the significant workload a code site brings with it - and it's (imo) unfair to suggest that they should have to do that to keep hold of commissions they rightly earned in the first place.

[Matthew Wood]

Clarke - this would kill the cashback model as it stands - certainly the 100% one. Thus the main problem with interfering with the last cookie wins rule.

Do more 'content' affiliate sales get overwritten by cashback or voucher codes? - I'd probably put my money on the latter.

Purple, yes spot on - It depends on where the customer journey started and whether that was on a voucher code site or somewhere else.

Worms and a can spring to mind! - I'm not saying this is a good idea or that ir should be put into action, its just always interesting to get peoples thoughts. Would be good to hear from a merchant or agency perspective.

[purple]

Let’s just say this was accepted as a good method and we have calls for it to be rolled out for cash back sites also. Person searches for a product, finds a “content” affiliates, visits the link and thinks, hey wonder if I can get cash back from these guys, visits a cash back Affiliate, the content affiliates just lost commission. So the reverse of the same question, do you think cash back sites would accept the same rule?

Interesting Spin Clarke and I would be interest to know what people think of this. I hear people in my office doing research for product on merchants sites then going ooo I wonder if i can get cashback. I dont think many goto cashback first and go I would if I can find product from those listed on cashback site.

I am mostly content affiliate, but I do link to my new discount code site more and more to stop there walking to other discount codes site on my articles. Under this idea I would not get commission from my discount code site.

[3wdl]

I don't think a blanket ban would work - I personally think that networks should start to record and report on the full affiliate purchase cycle (i.e. how many affiliates and which affiliates are involved on the sale) and then look at potentially (and it's a big potentially) allowing merchants to look at ways in which they can reward different affiliates based on their input into the sale.

It's a big can of worms for sure, but I can see it coming into play in Q4 08 / early 09...

Thanks
James

[Frostie]

I know some (not all) code affiliates suggest that content affiliates should quit moaning and stick codes on their own sites, or start their own, but I suspect most don't want to add to the significant workload a code site brings with it - and it's (imo) unfair to suggest that they should have to do that to keep hold of commissions they rightly earned in the first place.

Personally I would love to develop a site and never have to add to my work load, but thats business the world over. They, like any site, need to implement something that keeps the visitor on their site and therefore the SIMPLE introduction of voucher codes would resolve this. It doesn't have to be hard, complicated nor is it unfair to suggest a business adapts in order to remain competitive. Some of my content sites link back to my voucher sites in order that I don't lose out to another voucher affiliate.

With what Matt has suggested, a "content" site could just link to any voucher site and still benefit while you and me are spending the time updating the vouchers.

[befuddle]

People do come to my site direct from organic search. 95.62% of traffic in fact is not direct. I don't want them to come direct. I want them to come via the merchant they're interested in.

Even when someone does land on my site I still have to entice that user to click a link on my site to click back to the merchant.

So by registering a click and getting a cookie, that means my content has sold the idea that it's worthwhile visiting the merchant's site.

That content can come in many forms, it may be a sentence saying Free Delivery, a small 88x31 micro bar, a 468x60 banner or maybe an Affilite Window widget. It's all content.

So if they've clicked the link and the user has got a code out of it, then I have provided a service.

If they've found my site - which has no click-to-reveal - keyword stuffing - or over enthusiastic meta titles and descriptions - and still see that there's no code - but they still continue to click to the merchant with their own fingers, then my content on my code and content site is legitimately the last cookie.

[Shane]

Good Question .. but (kevlar helmet tightly strapped on)

If that's a case is that not a question that's worthy of some consideration with regard as to if it's not the same/similar case for cashback cookies to be treat the same way, !? or if not the same, in some modified way.

Reason being many users in both scenarios search on google, other engines, see and research a product/service, click around other merchant, affiliate sites and ppc listings setting cookies like popcorn popping for 10 minutes or so, then go log in to a cashback site and perform their purchase there,

Now technically who triggered that purchase .. who caused it to happen and added value to that transaction process !? would it have happened anyway without a cashback site !? in many purchase cases probably so, cashback or a discount is icing on the cake they were going to eat anyway in many cases, they just changed the final transaction site to do it, chances are other sites played a part in the product selection/direction/review or reputation of the product and thus aided the buying decision, the cashback or voucher being the final benefactor, having (in many cases) played little part in driving the actual sale.

I know cashback is close to your heart Matt and I'm not being argumentative .. and I know cashback sites drive huge volumes direct from their base, emails etc. and it's not just driveby purchasing so I'm just pointing out the similarity that occurs in a percentage of cases.. the user is researching, clicking links then purchases via another channel for personal gain or saving.

Vouchers is a tricky sector for sure, my own personal gripe is that there are a few bad eggs out there using and abusing other voucher code sites/merchants and users, nicking content and using unique voucher codes and also tricking users into clicking links when a discount doesn't even exisit at all... nice work if you can get it heh!

Yet they are pretty much getting away with it as it seems pretty much to be the case that morals and integrity are flexible concepts for some

edit.. yikes so many replies in the time it took me to write this lol..

[Richard101]

Personally, I think publishers should know whether or not their merchants use discount codes.

If the merchants do then it is up to the publisher to include valid discount codes as it is very relevant content for their site when discussing or promoting products. If publishers don't include this information then they should be responsible for letting the shopper go elsewhere.

I have adopted the former approach with one of my websites e.g. FRIGIDAIRE FRE196A 69CF - Fridge Freezer Brands Uncovered. Here the user can check prices and see any relevant discounts. More work but it does pay off