Driving incremental revenue growth for Yumi through a performance-focused affiliate marketing programme

The Objectives

  • Improve high channel costs measured by ROI
  • Put a stop to unpredictable performance
  • Optimise performance through key incentivised partners
  • Develop an incremental growth strategy

The Strategy

Previously, Yumi had run display advertising through an affiliate partner on a cost-per-click (CPC) model. We removed this activity, which had accounted for up to 38% of revenue, to focus on revenue generated through cost-per-sale partnerships. We believed this would yield greater returns than the CPC model.  

We also updated Yumi’s commission structure by grouping commission rates by affiliate type, and reduced the base commission to create several strategic advantages on top of reducing costs. The new structure optimised performance by offering affiliates tactical commission increases, as well as leaving aside additional budget to implement a disciplined voucher code strategy.

The Results

Our changes improved performance significantly:

  • Marketing costs dropped by 20% compared to previous years’ data
  • Revenue increased 6% year-on-year
  • Average order value increased 15% year-on-year
  • Conversion rates increased 4.5% year-on-year
  • Incremental revenue growth of 138% in just six months