Coupon and cashback sites

Moving beyond coupon and cashback sites: transitioning your affiliate marketing strategy

Coupon and cashback sites are imperative to the successful launch of any affiliate program, helping to amplify your existing digital marketing efforts. Their importance is reflected in the numbers:

  • 90% of customers use discount coupons.
  • 75% of people expect brands to offer them.
  • 46% of users will abandon a purchase if discount codes don’t work.
  • 8% of shoppers abandon their cart when no coupon or discount is available.
  • 79% of brand-loyal customers will consider switching to a competitor if enticed by a coupon—a tactic known as “coupon conquesting.”

In the customer journey, coupon and cashback sites primarily influence the evaluation phase, just before purchase. They help customers make that final decision, offering reassurance through perceived value and savings.

Shifting from a reliance on coupon and cashback sites to a broader mix of direct deals, directories, comparison, reviews, affiliate ad networks, and top-of-funnel publishers is a bit like moving from casting a wide net to fishing with a spear. Most of the affiliate gains are when the customer is in the evaluation phase, however, don’t discount the awareness, and consideration opportunities. Coupon and cashback affiliates bring in the volume and establish a solid foundation, much like setting up base camp before heading out on a focused expedition. They’re reliable—they bring people in the door, often with high intent but typically looking for a deal.

However, to move beyond that affiliate marketing base camp, it’s time to go deeper and reach audiences who may not be only in the “bargain-hunting” mode but are also looking for quality, unique products, or solutions to specific needs. These customers will visit content publishers, directories, comparison sites, influencers, and direct partnerships. Just as an angler chooses specific bait for specific fish, you’re honing in on partners who can bring in customers who resonate with your brand values and quality, even if they aren’t driven solely by discounts.

Building out this diversified affiliate marketing approach is like crafting a carefully balanced ecosystem—each partner type plays a distinct role, and together, they create a sustainable flow. Direct deals touch the customer awareness, and consideration phases, giving you control over the narrative, and like having a trusted guide, they can convey the brand’s value in a way that coupon affiliates might not. These partners can champion your message with their audiences, giving you reach and credibility while allowing you to step away from the price-first mindset.

Affiliate ad networks are like setting up beacons in the right places. With testing, you can refine placements and audience segments, positioning your brand where it naturally fits and attracts attention without relying on discounts. It’s an approach that lets you reach those who may have never considered your brand before (awareness)—audiences who appreciate value and quality rather than deals alone.

In the evaluation phase, where potential buyers are on the verge of making a decision, affiliates like directories, reviews, and comparison sites play a pivotal role. These platforms are trusted resources for customers seeking validation and assurance before committing to a purchase. Unlike coupon and cashback sites that primarily target price-sensitive shoppers, these evaluation-focused affiliates highlight the product’s features, benefits, and competitive advantages. They help potential customers compare options, understand product quality, and assess value for money. By showcasing authentic reviews, expert opinions, and side-by-side comparisons, these affiliates build confidence and reduce purchase anxiety, nudging prospects from consideration to conversion. Additionally, these partners often rank well in search results, capturing high-intent traffic and driving qualified leads who are closer to making a purchase decision, reinforcing your brand’s credibility and positioning it as a top choice in the market.

Success in affiliate marketing comes from finding the right balance and nurturing a program that evolves beyond quick wins. While coupon and cashback sites excel at driving conversions in the evaluation phase, a sustainable program requires a broader approach that moves steadily up the funnel. By integrating directories, review sites, comparison platforms, and top-of-funnel partners like content publishers and influencers, you create a network that supports customers throughout their entire journey—from awareness to consideration to evaluation and, ultimately, to purchase.

As you refine partnerships and experiment with diverse content strategies, you gradually shift reliance away from coupon and cashback sites and build a program that delivers high-value, long-term customer relationships. This balanced ecosystem not only captures intent-driven traffic but also engages audiences earlier in the funnel, creating a steady flow of qualified leads who resonate with your brand’s value proposition—not just its price. Over time, this approach fosters sustainable growth, driving conversions and customer loyalty while positioning your brand for long-term success.



Uptake Affiliate Services offers performance-driven marketing solutions that focus on measurable results. Our commission-only model aligns our success with your goals, ensuring you only pay for outcomes. Partner with us to maximize your marketing efforts and drive growth. Learn more at www.uptakeaffiliateservices.com.

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