Temperatures continue to fall in Germany, but online trade remains in the dizzy heights of the pre-Christmas madness. For many retailers it is the most profitable time of the year. People are frantically searching for gifts, trawling the internet and spending, spending, spending. Many retailers are slashing prices by offering discount codes. But it isn’t only the shops that are enticing the customers in but also voucher code sites. When this becomes a problem, here is how to react, in a nutshell.
It is no secret that a considerable percentage of website traffic is generated through affiliate partners, who are involved in the generation of turnover through commission. In most cases the commission is realized through a so-called cookie switch, which can be implemented with a tag management system, such as econda Tag Manager.
Lets us imagine the following scene: a visitor is searching for suitable Christmas presents in a search engine. He looks at various offers, until he comes across a retargeting-advert in your online shop. It goes without saying that he finds everything he wants in your range and puts Christmas presents for the whole family in the basket. Just before he checks out he discovers the field where he can input a discount code. Using search engines such as Google he easily finds a wealth of websites, that allegedly offer discount codes. He visits one of the sites and is sent back to your online shop more or less straight away. Without a gift voucher. The customer nevertheless makes the purchase, after all he wants his presents under the tree in time for Christmas Eve.
In the background the voucher site is now down as the last contact point in the customer journey and will in turn receive the full commission from the sale due to the commonly known “last cookie wins” principle. In fact your website visitor had already decided to make his purchase much earlier and merely tried to reduce the amount he had to pay by using a discount code: the lead quite possibly came to your website through a completely different marketing channel, a different marketing campaign or another marketing partner.
A solution for this problem is the so-called basket freeze. This “freezes” the information at the start of the ordering process as the last touch point of the customer journey.
If an attempt is made to set a new contact point (e.g. a cookie) during the ordering process, this will be ignored when calculating commission. When the order is then complete the actual partner who initiated the order, is rewarded. In our example this would be the retargeting partner.
From a technical point of view, this is merely a small adjustment, easily implemented e.g. with the econda Tag Manager. As an online shop manager you will however be quick to notice the effects: less unjustified commission to gift voucher sites and more transparency on the true marketing channels that really contributed to sales.
How can you establish, if you are affected by the phenomenon we have described? Modern web analytics tools, such as econda Analytics, offer extensive possibilities for evaluation. You can find numerous possibilities about the origins of the incoming traffic from the customer journey.
May I wish you a very Merry Christmas with a great turnover. I would be very interested to hear how you deal with the topics affiliate marketing and gift voucher sites: Have you already implemented a basket freeze? What has your experience been?