Online retailers wrestle with the issue of how much to pay affiliatesâ€”and for how long. With the idea that they donâ€™t want to keep paying the affiliate to acquire the same customer, many have set cookies that credit the affiliate only if the customers they deliver to the marketer`s site make a purchase within 48 hours of initial click-through, or in some cases, a week. Thatâ€™s short-sighted thinking, contends BackCountry.com vice president of business development John Bresee, who will speak at a session on affiliate marketing at next week`s eTail 2005.
â€œThe argument is that studies show 98% of sales come within the first 48 hours after a person clicks through to a site. If thatâ€™s the case, why wouldnâ€™t you extend that cookie for the maximum time allowed, because it makes the affiliate happier,â€ says Bresee, noting that some affiliate networks are equipped to track sales as long as 180 days after initial click-through.
Complete article at http://www.internetretailer.com/dailyNews.asp?id=14118