Follow These 6 Steps to Build a Great SaaS Affiliate Program

Affiliate marketing has shown to be a powerful tool for SaaS businesses in a very competitive market. For instance, Dropbox famously utilised an affiliate program by rewarding users with additional storage for referrals. This led to a 3900% growth in just 15 months.

Indeed, with global SaaS revenues expected to reach $295 billion by 2025, affiliate marketing presents a powerful opportunity for companies to expand their reach and increase sales.

So, you’ve seen the power of affiliate marketing—now let's get into creating a fantastic SaaS affiliate program. Follow these six steps to create a successful affiliate program that will propel your business forward.

1. Lay the Groundwork for Success

2014-2024 Google Trends result for the “affiliate marketing” search term.

According to Google Trends data, affiliate marketing has seen significant growth from 2014 to 2024. This surge indicates that more businesses and marketers are recognising its value and potential.

Given this upward trend, it's essential to lay a strong foundation before actively promoting your SaaS affiliate program to capitalise on the growing interest in affiliate marketing. Let’s take a look at these steps you can implement for a successful affiliate marketing program.

5 Steps to Build a Well-Designed Affiliate Program Page

A well-designed affiliate program page is essential for attracting and retaining top affiliates. Here’s how you can create a compelling and informative landing page.

1. Highlight the Value of Your SaaS Product

Teambook’s affiliate program page includes a list of resources, including a demo video.

Start by showcasing why your SaaS product is worth marketing in the first place.

One great way to do this is by borrowing concepts from the Product-Led Growth (PLG) approach, which focuses on using your product as the main driver of customer acquisition, retention, and expansion.

SaaS products are often complex and may require hands-on experience for users to truly understand them. The PLG approach lets customers experience the product firsthand, often through free trials. Doing this allows them to provide genuine endorsements and detailed reviews, which resonate well with other potential customers.

That said, you don’t have to require potential affiliates to purchase your product just to see what you can do. You can also use product demos, screenshots, comparison charts, and explainer videos.

Toggl’s affiliate program page lists all the resources that potential affiliates can check out.

For instance, comparison charts can highlight how your product stands against the competition, while detailed demo videos can walk viewers through its features, essentially acting like a guided tour of your product. It helps that 70% of customers want to look at product demos or free trials prior to purchasing.

All these provide potential affiliates with a clear and genuine understanding of what they’ll be promoting. This authenticity is a powerful tool in affiliate marketing to drive higher conversion rates and ensure customer loyalty, which is why the PLG approach works so well for SaaS affiliate programs.

2. Outline the Value Proposition for Affiliates

Semrush’s affiliate program page clearly outlines how affiliates can benefit from joining the program.

A value proposition refers to the unique value that a product brings to its target market. In the case of SaaS affiliate programs, the goal is to highlight the specific benefits your program offers in order to attract high-quality affiliates who are eager to promote your product.

Skillshare’s affiliate program page mentions all the benefits you can get from joining.

Here are some things you can include in your value proposition.

Competitive commission rates. Financial incentives are some of the main reasons why an affiliate would want to join a specific program. The next section will discuss this in more detail.
Exclusive marketing materials. High-quality, ready-to-use marketing assets such as banners, social media posts, email templates, and product images make the job easier for any aspiring affiliate.

Semrush includes success stories on its affiliate program page.

Success stories and testimonials. Share testimonials and case studies from current affiliates who have found success with your program. These stories can serve as powerful motivators for potential affiliates, showing them the real-world benefits of partnering with you.
Ongoing support. Potential affiliates will appreciate continuous support from your team. This can include regular check-ins, access to a dedicated affiliate manager, and prompt responses to any questions or issues they may encounter.

Siteground’s affiliate program page includes attractive visuals to hook potential affiliates.

Attractive visuals. Lastly, high-quality visuals like images, infographics, and videos on your affiliate program page can capture a potential affiliate’s attention and convey your brand’s professionalism.

This comprehensive approach to outlining your value proposition not only draws in top SaaS affiliates but also ensures they remain engaged and productive over time.

3. Showcase Attractive Commission Rates and Detailed Program Information

Siteground’s affiliate program page presents commission rates in a simple yet eye-catching way.

We can’t deny that affiliate commission is one of the biggest reasons why someone would want to become an affiliate partner. Simply put, generous commission rates can attract top-performing affiliates who are motivated by the potential for high earnings. This is especially true for SaaS affiliate programs that are known to pay some of the highest commissions in the affiliate marketing niche.

Additionally, Digiday x AWIN’s 2023 report revealed that 17% of businesses today dedicate up to 80% of their marketing budget to affiliate marketing.

So, if you want to attract these top performers to your SaaS affiliate program and not others, you need to emphasise what financial benefits you can give them.

How can you do this? To start off, you can mention explicitly how much your affiliates can earn by joining your program. Show sample calculations to illustrate potential earnings and drive the point home. Make sure you include detailed information about payout terms, bonuses, special offers, and any referral incentives.

Semrush’s affiliate program page has a table showing the different program tiers.

As we learned in the last section, highlighting your program’s unique value proposition can also be beneficial here.

For instance, 49% of companies offer a flat rate to their affiliates. If you want to stand out, you can offer recurring commissions that provide affiliates with a percentage of sales they generate over time.

Moosend’s affiliate program offers tiered percentage-based commissions.

Customisable commission models can also be appealing, as they allow affiliates to choose the structure that best suits their promotional style.

Cloudways offers two different commission models to potential affiliates.

By providing commission rates upfront, you’re not just making your program more appealing to affiliates who want to quickly assess its potential profitability, but you’re also building trust and establishing your brand’s credibility in the process.

4. Streamline the Signup Process

Hootsuite’s affiliate program page makes it sound so easy to join the program.

An application process that's straightforward and easy to follow is crucial for attracting potential affiliates. In a competitive SaaS space, the last thing you want is to lose interested partners because of a cumbersome signup process.

The best way to do this is to simplify the application form to remove any barriers to entry. Long or complicated forms can deter even the most enthusiastic candidates. Instead, design a user-friendly process that collects only the essential information without overwhelming applicants.

The sign-up process for Siteground’s affiliate program is only one page.

Also, consider implementing instant approval for qualified applicants to get them up and running quickly. The easier it is to join your program, the more likely you are to attract a large and active group of affiliates.

5. Provide Clear and Concise Program Rules and Guidelines

Siteground’s FAQs section answers questions potential affiliates may have.

Outlining the rules and guidelines of your program is important for building successful partnerships. When you’re clear about what’s expected, it makes it easier for affiliates to focus on promoting your SaaS product effectively.

You can do this by including a FAQ section on your affiliate program page. It can have the basic dos and don’ts of your program. Let affiliates know which practices are acceptable and which ones are not. Specify any promotional restrictions, such as where and how your product can be advertised.

Elementor’s affiliate program page explicitly lists all the dos and don’ts of the program.

You can also include compliance requirements to ensure affiliates adhere to legal and industry standards. This might cover areas such as disclosure of affiliate relationships or adhering to advertising regulations. Clear compliance guidelines protect both your company and your affiliates from potential legal issues.

Providing this information upfront demonstrates transparency and professionalism. It shows potential affiliates that you’re serious about maintaining high standards, which can help attract dedicated and responsible partners.

Include The Program in Other Places on Your Website

While it has its own page, Freshbook’s affiliate program is also featured on the site’s homepage.

Your affiliate program doesn’t have to be limited to its own page. You can also include it in other places on your website to increase its visibility.

One way to do this is by simply dedicating a section of your homepage to your affiliate program. Include basic information and a call-to-action (CTA) button on the affiliate program page if your visitor wants to learn more.

Another way is to create a banner that leads to your dedicated affiliate program page.

Sleek features success stories from its top-earning affiliates.

In addition, you can publish in-depth blog posts or articles to highlight the benefits of your affiliate program. Like Sleek, a Singapore-based SaaS company specialising in accounting and compliance, you can share success stories from current affiliates to illustrate the program's potential and build credibility. This content can inspire and inform potential affiliates, making them more likely to join.

2. Rely on a Robust Affiliate Tracking Platform

Using affiliate software simplifies essential operations for managing your SaaS affiliate program. Not only does it allow you to make recruiting affiliates easier, but it also lets you continuously monitor the performance of each affiliate.

What Features to Look for in an Affiliate Tracking Platform

A glimpse into Trackdesk’s extensive tracking features.

When choosing an affiliate tracking platform, identifying the right features is crucial to ensure smooth and effective program management. Here are some key elements to consider.

Affiliate tracking and management. A robust platform should offer comprehensive tools to track affiliate activities and manage relationships. This includes real-time monitoring of clicks, conversions, and commissions, helping you maintain a clear view of your program's performance.
Customisation tools. Look for features that allow you to customise your program according to your specific needs. Possible tools include setting unique commission structures, creating custom referral links, and managing different affiliate tiers.
Detailed performance reports. Access to in-depth reports provides insights into key metrics like clicks, conversions, and revenue. This data is crucial for identifying top performers, optimising campaigns, and making informed decisions.
Seamless integration. The platform should be compatible with your existing systems and tools. This minimises friction and enhances the overall efficiency of your affiliate program, allowing for smoother operations.
User-friendly interface. A platform with an intuitive interface makes it easier for your team and affiliates to navigate and use effectively, reducing the learning curve and increasing productivity.

How to Ensure Data Accuracy for Optimal Program Performance

Accurate data ensures fair compensation for affiliates and allows you to make informed decisions based on reliable metrics. Here are common features that can ensure data integrity in your affiliate program.

Real-Time Reporting. Opt for a platform that offers real-time reporting. Having immediate access to data means you can quickly spot and fix any issues or problems with your program.
Data Validation. Set up thorough data validation processes. This means checking and double-checking data entries to reduce mistakes and make sure the information you’re using is reliable.
Anomaly Detection. Anomaly detection tools, like Trackdesk’s Fraud prevention feature, are designed to spot irregularities in your data. These tools can flag unusual patterns that might indicate mistakes or even affiliate fraud.
Regular Audits. Regularly audit your affiliate tracking data. These periodic reviews help catch and correct discrepancies, keeping your data accurate over time.
Secure Data Handling. Good tracking platforms use strong security measures to protect data from tampering and breaches.

3. Embrace Affiliate Marketing KPIs

Knowing how to leverage key performance indicators (KPIs) is essential in maximising the success of your affiliate program. KPIs provide valuable insights into the effectiveness of your campaigns, helping you identify strengths and weaknesses so that you can constantly tweak your affiliate marketing strategy.

Let’s explore the core KPIs you should be tracking and discuss how to use this data to optimise your affiliate program.

Core Affiliate Marketing KPIs to Track

Here are a few essential affiliate marketing KPIs that every marketer should monitor to gain valuable insights into how well your program aligns with your strategic goals, especially when it comes to long-term customer retention.

1. Sales Per Affiliate

Trackdesk’s Postbacks tracking log shows postback information.

Sales per affiliate measures the number of customers each affiliate brings to your business. This is the most important KPI to track if you want to know who your top performers are. This way, you can offer targeted incentives and resources to high-performing affiliates and encourage them to aim for further growth.

2. Percentage of Affiliate Sales vs. Overall Sales

This KPI shows how much of your total sales are generated by your affiliates. It helps determine the profitability of your affiliate program and whether most of your revenue comes from direct sales or affiliate efforts.

3. Conversion Rate

Trackdesk shows the conversion rate for affiliates by default.

Conversion rate is the percentage of visitors who become customers after clicking on an affiliate link. High conversion rates mean that your affiliate’s strategy is working.

An easy way to calculate the conversion rate is by using this formula:

(Total number of conversions/Total number of visitors) x 100

That said, you can also use affiliate tracking software, like Trackdesk, to track your affiliates’ conversion rates automatically.

4. Revenue Per Click (RPC)

RPC measures the average revenue each click generates. It helps assess the quality of your affiliates’ offers and the overall profitability of your campaigns.

5. Customer Lifetime Value (CLV)

CLV, also known as the LTV, estimates the total value a customer brings over their lifetime. Monitoring the LTV helps assess the potential of your affiliates in crafting strategies to attract high-value customers, keeping them loyal to your product.

To calculate the CLV/LTV for SaaS customers, here’s a formula you can use:

(Average Revenue Per User x Gross Margin) / Churn

6. Cost Per Affiliate Sale/Cost Per Lead

This KPI measures how much you spend on acquiring sales or leads through your affiliate program. It helps assess the cost-effectiveness of your affiliate marketing efforts. That said, you need to combine it with the affiliate payback time, which measures the time it takes to start earning profits, to actually get a clear picture of how profitable the program is.

How to Use Data to Optimise Your Affiliate Program

Leveraging KPI data effectively can significantly enhance your affiliate program’s performance. Here are tips to make the most out of your KPI data.

Identify High-Performing Affiliates

High-performing affiliates are those who routinely drive a lot of traffic and conversions to your product. To know who they are, start by looking at KPIs like conversion rates and revenue per click.

Once you’ve identified them, provide them with additional resources, exclusive incentives, and recognition to motivate them further. Not only does this boost their effectiveness, but they can also serve as benchmarks and inspiration for others and help improve the overall success of your program.

Adjust Strategies for Underperforming Channels

Not all channels will perform equally well. Analyse KPIs such as CTR, conversion rates, and earnings per click (EPC) to identify which channels are underperforming.

Identifying these areas allows you to tweak your strategies, perhaps by improving the content, changing commission rates, or offering more help to increase their output. You can also re-evaluate the affiliates associated with these channels to hopefully enhance their performance.

Maximise Program ROI

Return on Investment (ROI) is a critical metric for any marketing effort.

Optimising the cost per acquisition (CPA) and raising the productivity of your top-performing affiliates will maximise the return on investment for your program. If you want to understand the long-term success of your affiliate marketing initiatives better, you need to compare these KPIs with the CLV.

This can help reduce waste and improve profitability, making sure the money you spend on your affiliates produces the best possible returns.

Enhance Affiliate Support

Supporting your affiliates can positively impact their performance. Not to mention, well-supported affiliates are also more likely to stick with your program.

As discussed above, you can use data to identify these affiliates. This will allow you to not just provide targeted assistance but also find out what problems they are facing and what you can do to help.

For instance, if an affiliate’s conversion rates are low, then it could mean they’re not targeting the right audience. You can offer more training resources or provide better tools to help them improve their numbers.

Mitigate Fraud and Manage Refunds

Trackdesk’s trustworthy Fraud prevention feature.

Affiliate fraud can be a significant issue in this type of program. Using data, you can look for odd trends that could point to fraudulent behaviour, including remarkably high conversion rates from a new affiliate.

Additionally, you should track refund rates and other related KPIs to manage and mitigate affiliate fraud effectively. This ensures that your program remains fair and trustworthy.

Set Realistic Targets and Benchmarking

Lastly, data can also help you set realistic goals and benchmarks for your affiliate program. By analysing industry standards and your program's historical performance, you can establish achievable targets for your affiliates. This not only motivates them but also ensures that your program remains competitive and continuously improving.

4. Choose the Right Affiliates

Not all affiliates are built equal. According to a 2023 Statista report, almost 60% of all affiliate marketers earn less than $10,000 per year, 16% reported earning up to $50,000, while only 4% have earnings that reached $150,000.

What this means is that quality still trumps quantity when it comes to affiliate marketing. You don’t need to attract thousands of affiliates—just a few top performers can get you the majority of the sales you need.

This section will explore the best places to find suitable affiliate partners for your SaaS program.

Identify Relevant Affiliate Communities

Finding the right affiliate communities is essential for sourcing high-quality affiliates.

To identify these affiliates, spend time researching your niche. Discover who is talking about your industry, what they are saying, and where they are saying it. You can also search on platforms frequented by your target audience. These platforms are teeming with potential affiliates who have already established trust within your niche.

Here are some examples:

Industry forums. These are great places to find engaged professionals who are passionate about your specific niche. For instance, if you have a tech-related SaaS, you can check out the communities at Stack Overflow and GitHub. If you have a travel-related SaaS, TripAdvisor’s forums might be your best bet.
Social media groups. Similarly, platforms like Facebook, LinkedIn, and Reddit have groups dedicated to almost every industry.
Influencer platforms. These are websites where influencers can showcase their skills and are a goldmine for finding potential affiliates who already have a following.

A somewhat surprising but effective strategy is to use technical jargon and industry-specific language when reaching out to potential affiliates. While this might seem counterintuitive, it helps you filter out those who lack a deep understanding of your niche.

Remember, SaaS products aren’t like regular retail products in that they’re not usually as straightforward. Affiliates who can speak your language are more likely to convey complex concepts accurately and build credibility with your audience. This credibility is crucial for turning leads into long-term customers.

Trackdesk’s marketplace for partnership managers makes it easier to find and handle affiliate partners.

That said, if you don’t have the time to do this on your own, you can use Trackdesk’s Partnership Manager Marketplace.

This feature is designed to connect businesses with skilled partnership managers who can help optimise their affiliate marketing programs. It serves as a marketplace where companies can find and hire experienced professionals to manage their affiliate relationships, track performance, and implement strategies to maximise program success.

You can browse profiles of partnership managers, see their expertise, and read reviews from other businesses. With this, you can ensure you’re working with top talent who can effectively boost your affiliate marketing efforts.

Qualities to Look for in Potential Affiliates

SaaS products typically target businesses (B2B) or professionals seeking specific solutions, making detailed information, case studies, and trustworthy testimonials vital.

Choosing the right affiliates goes beyond just finding those with a large following. Here are key qualities to consider:

Audience alignment. Ensure the affiliate’s audience matches your target market. This increases the likelihood that their promotions will resonate and convert effectively. For example, if you have an SEO-related SaaS product, you should get someone like Matt Diggity, a top-earning affiliate marketer who has experience with multi-million dollar businesses, particularly in the SEO space.
Track record of success. Look for affiliates with a proven history of successfully promoting similar products. Past performance can be a good indicator of future success.
Content creation skills. Affiliates should be capable of creating high-quality content that showcases your SaaS product’s features and benefits. This includes blogs, videos, and social media posts. For instance, before Michelle Schroeder-Gardner became a top affiliate marketer, she was the blogger behind the popular Making Sense of Cents personal finance website.
Understanding of the SaaS sales cycle. Affiliates with a good grasp of the SaaS sales cycle can more effectively guide potential customers through the decision-making process, from awareness to conversion. Considering how Gael Breton and Mark Webster of Authority Hackers even created courses for aspiring marketers, you can be sure that they know what they’re doing.
Basic technical expertise. As mentioned above, your affiliates should be able to explain your SaaS product’s core concepts to non-technical people. This ensures that they can communicate the value of your product clearly and convincingly.

5. Empower Your Affiliate Network

Empowering your affiliate network isn't just about broadening your reach; it's about nurturing relationships and ensuring that your partners feel valued and supported.

Let’s discuss how you can empower your affiliate network.

Emphasise the Value of Authentic Experiences

To truly connect with potential customers, it's important that your affiliates share genuine experiences with your SaaS product.

Encourage them to highlight the product's value and benefits through personal stories and real-life use cases. Authentic experiences resonate more with audiences because they come across as trustworthy and relatable.

Producing content that draws from real-life situations also makes things easier for your affiliates. When they talk about their firsthand interactions with the product, it flows more naturally and feels more like a personal recommendation than a pretentious sales pitch. This can improve their engagement and conversion rates, as audiences are more likely to trust and act on genuine endorsements.

Tips to Support Your Affiliate Network

Supporting your affiliates can make a world of difference in your program’s success.

Here are some practical tips to ensure your affiliates have everything they need to succeed.

Create a detailed onboarding program. Start your affiliates off on the right foot with a comprehensive onboarding program. This should include training sessions, detailed guides on using your product, and an overview of your affiliate platform.
Prepare an affiliate partner kit. An affiliate partner kit should go beyond just providing plain copy and visual assets. It’s about equipping your affiliates with a comprehensive toolkit that helps them effectively promote your SaaS product online. A 2023 study showed that 78.3% of affiliate marketers rely on SEO to get traffic, so by providing them with all the tools they need right from the get-go, you’re helping them get there faster

Bluchic’s affiliate program includes resources like graphics and templates.

Provide a resource library. Equip your affiliates with a rich library of resources. Include brochures, promotional videos, demo scripts, and any other marketing materials they might need. This library should be easily accessible and regularly updated.
Send regular newsletters. Regular newsletters will help to keep your affiliates informed. You can use these to share updates about new product features, upcoming promotions, and even success stories from other affiliates. This not only keeps them in the loop but also engaged and motivated.

Kinsta encourages ongoing growth by teaching affiliates how to market the right way.

Offer ongoing training. Technology and marketing strategies are always evolving. Schedule frequent training sessions to keep your affiliates updated on current trends. These can be live Q&A sessions, webinars, or even individual coaching.
Make personalised support accessible. Be available to your affiliates for any questions or concerns they might have. This could be through a dedicated support team, a chat function, or a community forum where they can interact with other affiliates.
Incentivise performance. Consider creating incentive programs to reward top-performing affiliates. This could be in the form of bonuses, exclusive access to new features, or public recognition.
Foster a community. Create a sense of community among your affiliates. This can be done through forums, social media groups, or regular meetups. Good communities can encourage cooperation and offer peer support.
Gather feedback. Regularly seek feedback from your affiliates to understand their needs and challenges. Use this feedback to improve your support offerings and make your program more affiliate-friendly.

Accelerate Ongoing Promotion and Growth

Last but not least, accelerating ongoing promotion and growth for your SaaS affiliate program requires a strategic and multifaceted approach.

This section discusses effective strategies designed to amplify your promotional efforts and attract high-quality affiliates. From leveraging the power of social media to harnessing the potential of industry events and content marketing campaigns, each of these strategies is tailored to enhance your affiliate program's visibility and success.

Social Media Outreach

Utilising social media platforms is a pivotal strategy to reach a broad audience and engage potential affiliates.

Start by identifying which social media platforms your target affiliates frequent. You can use a tool like SparkToro to help you analyse where your target audience spends their time online, what their interests are, and which influencers they follow.

Once you’ve managed to narrow them down, create compelling content that highlights the benefits of your affiliate program, including success stories, testimonials, and behind-the-scenes glimpses of your company culture. Regularly share updates about your SaaS product, new features, and promotional campaigns.

To maximise engagement, use targeted ads to reach potential affiliates who might be interested in your program. Engage with your audience by responding to comments, sharing relevant industry news, and participating in discussions. Consider collaborating with influencers in your industry to expand your reach and credibility.

Example: Your SaaS company could host a LinkedIn live session featuring a panel of successful affiliates discussing their experiences and strategies. This not only showcases the program's success but also provides valuable insights for prospective affiliates.

Content Marketing Campaigns

Content marketing is a powerful tool to attract and educate potential affiliates.

Develop a series of blog posts, eBooks, and whitepapers that explain the benefits of joining your affiliate program and offer tips on how affiliates can maximise their earnings. Focus on creating high-quality, informative content that addresses the pain points and interests of your target audience.

Make sure that your content is SEO-sound and easily discoverable by potential affiliates searching for related information. Incorporate keywords relevant to your SaaS product and affiliate program, and share your content across various platforms, including your website, email newsletters, and social media channels.

Consider creating a dedicated affiliate resource centre on your website featuring all your content, training materials, and tools to help affiliates succeed. Regularly update this hub with new resources and success stories to keep affiliates engaged and motivated.

Example: Create an in-depth eBook that covers the top 10 strategies for successful SaaS affiliate marketing, featuring case studies of top-performing affiliates. Promote this eBook through a targeted email campaign and offer it as a free download on your website to capture leads.

Industry Events

Participating in industry events, both online and offline, can significantly boost your affiliate program's visibility.

These events provide a platform to network with key players, learn about the latest industry trends, and showcase your SaaS product to a targeted audience. Look for conferences, trade shows, and webinars that are relevant to your industry and consider sponsoring or speaking at these events.

When attending events, ensure your booth or virtual presence is engaging and informative. Use visuals, demos, and promotional materials to attract attention. Collect contact information and follow up with attendees after the event to nurture these leads.

Example: You can join a major conference like the Affiliate Summit, where you can meet with affiliates and other suppliers and feature live demos of your SaaS product. To sweeten the deal, offer exclusive discounts for affiliates who sign up during the event.

Leveraging Affiliate Tools

You can also use affiliate tracking and management tools to streamline your program and make it more appealing to potential partners.

For instance, you can integrate Trackdesk into your affiliate program to provide affiliates with a user-friendly dashboard, real-time tracking, and comprehensive performance reports. Highlighting the use of such tools in your promotional materials can attract tech-savvy affiliates who appreciate transparency and efficiency.