Building an Affiliate Program That Actually Works

Affiliate marketing sounds simple: give people a cut for sending you sales. But 80% of affiliate programs fail to generate meaningful revenue. Here's how to be in the other 20%.

Why Most Programs Fail

The typical approach: slap a 10% commission on everything, send out some links, and wait. Nothing happens.

The problem? You've created a program for professional affiliates who have thousands of options. You're competing with Amazon.

The Customer-First Approach

Instead of chasing influencers, turn your existing customers into affiliates:

• They already love your product
• Their recommendations are authentic
• Their networks are highly targeted

A customer telling their running club about your energy gels converts 10x better than a lifestyle blogger's generic post.

Commission Structures That Work

Flat Rate per Sale
Best for: High-ticket items
Example: $25 per sale on a $150 product

Percentage of Sale
Best for: Variable cart sizes
Example: 15% of order total

Tiered Commissions
Best for: Motivating volume
Example: 10% base, 15% after 10 sales, 20% after 50 sales

The 30-Day Cookie Minimum

Attribution windows matter. Someone clicks an affiliate link, thinks about it for a week, then buys. With a 7-day cookie, your affiliate gets nothing. Use 30 days minimum—90 days is better.

Paying Your Affiliates

Nothing kills a program faster than payment friction:

• Pay monthly, on a set date
• Use a reasonable minimum ($25, not $100)
• Offer multiple payment methods
• Be transparent about pending vs. available earnings

Build for your customers first, and the professional affiliates will follow.