Common mistakes in affiliate programmes

The biggest mistake is launching a programme and expecting it to run itself. Affiliate marketing requires constant recruitment, activation, and relationship management to stay effective.

Without regular updates, fresh creative, and active outreach, your programme will quickly be overtaken by more proactive competitors. A stagnant programme is a dying programme.

While voucher sites drive volume, relying on them too heavily can erode your margins and lead to low incrementality. A healthy programme balances conversion-focused partners with those who create brand awareness.

If more than 50% of your affiliate revenue comes from voucher codes, it's time to diversify your partner mix. Focus on recruiting more content-rich sites and niche bloggers.

Vague programme terms invite low-quality traffic and fraud. If you don't explicitly forbid certain behaviours, such as brand bidding or social media spam, you have no legal grounds to reject those sales.

Regularly review and update your terms to reflect new marketing trends and regulatory changes. Clear rules protect your brand and ensure a fair playing field for all partners.

A significant portion of affiliate traffic now comes from mobile devices. If your landing pages or checkout process are not mobile-optimised, you are wasting the traffic your partners are sending.

Ensure your tracking works flawlessly across all devices. Lost mobile sales mean lost commission for your partners, which will quickly lead them to stop promoting your brand.

Publishers are your external sales force; treat them as such. Failing to inform them of upcoming sales, product launches, or technical changes is a major missed opportunity.

At DIKKE KASSA, we maintain a high rhythm of communication with all our clients' partners. We ensure they have the information they need to succeed, which in turn drives your brand's growth.