How Not to Be Misguided in a Network Migration
The decision to change an e-commerce platform, software provider or marketing network can be resource intensive and can result in a temporary (at best) loss of revenue. Having a migration plan in place - with built-in timelines and training - can help mitigate the hurdles.
Missguided, a women's fashion retailer, was looking for an affiliate network to support its international growth ambitions and chose Affiliate Window, with the expectation there would be no revenue loss, while increasing publisher sales year-over-year, and reducing resources required from the brand - a tall order for Affiliate Window.
To meet these goals, Affiliate Window developed a full migration plan, across a four-week period, which outlined the various tasks that needed to be completed in order to make the migration a success.
According to the case study released to Website Magazine first, the Affiliate Window team led the efforts on publisher communication, ensuring that each publisher was aware of the migration timeline and fully educated on the network interface and tools.
In order to minimize any revenue loss or downtime, Affiliate Window and Missguided prioritized migration and pre-joining top publishers to the program prior to the launch date.
Other migration tasks included tracking implementation, program profile completion, upload of assets, comprehensive publisher GAP analysis/audit and PR of the launch.
Missguided also smartly offered an increased commission to 10 percent in order to incentivize publishers to quickly switch links, prior the incumbent networks' program publishers.
So, what were the results?
*13 of the top 20 publishers migrated within first week of the launch
*Two new revenue-driving publishers within the first two weeks of the launch
*A +266 percent uplift in revenue YOT within the first three weeks
*Within the first month, 41 out of 70 sale active publishers fully migrated to Affiliate Window
*Missguided opted to launch immediately with Cross Device Tracking to minimize leakage and leverage Affiliate Window technology
*Within the first three months of launch, Missguided realized the following YOY growth in revenue: