Once you have narrowed down your options to a handful of possibilities, take a look at the merchant or marketers' Web site rankings and traffic. If, for example, you have your choice narrowed down to three computer software e-tailers, you can use Google and Alexa rankings to help you determine which may have a better volume of traffic. While their Web site traffic won't directly help you promote their products, this may tell you which company has a larger customer-base (more traffic). A well-known name that your Web site visitors may be familiar with might encourage them to click the advertising links on your own site.
Since new customers are valuable, it makes sense to offer incentives to your affiliate partners to generate fresh traffic and new customers. You may already have new customer marketing incentives in place — perhaps a first purchase discount or another special offer. The same reason you offer those incentives is why you should pay affiliates more for generating new customers. No matter where the incentive is paid — i.e., to the customer or to the affiliate — the result is the same. You’re paying a bit extra to acquire that new customer because you know your ultimate payback is in the customer’s lifetime value.
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