Be Authentic to Increase Conversion Rates – By Keri Lyn Renner

by Colleen on May 8, 2015


Conversion is one aspect of affiliate marketing that fascinates me. In fact, I’m a bit obsessed with it. If you run any affiliate marketing, it should fascinate you, too. Your conversion numbers can speak directly to how your audience is reacting to the information you share, which is ultimately money in (or NOT in) your pocket.


One of the most valuable things you have is your audience and your relationship with them. Over time, they grow to trust your voice, your space, and the information you share. For these reasons, nothing is more authentic than personal experience.

Does this mean that you need to have a personal connection to every product or piece of information that you share? No. It means that when you CAN offer personal experience, such as “I recently ordered from this company and was thrilled with the shipping time” or “I have been a member of this subscription club for two years and just renewed for another year!”. Your audience will find comfort in your experiences, which will give them confidence in their purchasing decisions.

When you do NOT have personal experience with a brand, there are other things you can do to increase the authenticity of what you are sharing. First, research the product. Share any reviews, ratings, or even price comparisons. Include a 1-800 number or FAQ website address for the product to assist consumers in furthering their research before buying.

Second, use your audience for assistance. Your audience is a community of like-minded individuals that you have created. Ask for their input and feedback on products with which you might not be as familiar. All of these things will strengthen the confidence of your community, which in turn leads to those higher conversions that we love.

Third, always be prepared to step in to assist with an issue, should one occur. Things happen, but your ability to assist in making things right can only further build the trust that you have with your audience.

Not only does a higher conversion mean more profit, it also means your audience is responding positively to the type and quality of information you are sharing. On the contrary, lower converting offers might not only be a disappointment financially, but over time can lead to a disengaged and uninterested audience.

Trial and error is a great way to test your audience, so keeping a close eye on performance is key. If you run too many irrelevant offers, you might run the risk of losing the trust of your audience and, ultimately, their attention altogether. Conversion performance can be very telling to the effectiveness of the information you are sharing and a wonderful gauge for detecting your readers’ needs and wants.

Best of all, you might even be surprised at what you find–which will have you fascinated with conversion performance.

Make it a habit. Check your stats, brush your teeth, and go to bed. Get up the next day and do it all over again.

Keri Lyn Renner has blogged and obsessed with conversion performance for 7+ years at

This article appeared in issue 30 of FeedFront Magazine, which was published in April 2015.

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