Partnerize works with some of the most successful and influential publisher partners in the industry. Our Partner Perspective series sets out to learn from the best of the best and pick up a few secrets to their success along the way.
In this installment, we highlight Wickfire featuring BuyersGuide.org and TheCoupon.Co with the help of their Chief Operating Officer, Katy Hall.
Share a little about your company.
Wickfire is the parent company of BuyersGuide.org and TheCoupon.Co, top web properties in the comparison and coupon/deal space. We reach over 5M users monthly, helping them to find the best products and deals for their specific needs.
Please describe a typical day in your office.
We are remote “by design” — our whole team was remote even before Covid! We have standing virtual meetings and coworkings a few times a week and the rest of our time is spent working directly with clients, managing our sites, and on independent projects. Our team is in contact frequently on optimization strategies, troubleshooting issues, and general strategic planning for growth areas.
What types of programs is your team looking to partner with?
On Buyer’s Guide, we are looking for consumer product brands with e-commerce sites that convert comparably to Amazon — we’ve seen huge success with sending traffic directly to e-commerce retailers and are actively looking to grow that traffic. Our ideal partners are category leaders with high consumer recognition and a top-notch website to send users to.
On TheCoupon.Co, we can test a much wider variety of opportunities, but again, we are most successful when a brand has strong consumer recognition and high search volume on their brand name. We direct users to custom merchant pages listing the best deals available for their site, sorted algorithmically based on performance and user interest. As long as a critical mass of users are searching for these deals, our campaigns can have excellent results.
Can you share a success highlight from your partnership with Partnerize that really stands out to you?
One client we have had great success with is Morningstar, with more than 500 sales generated for their campaign! We have been able to work with them to drive users to their premium products, with graduated discounts based on subscription length. We have also had great success with clients that are willing to work with us to provide exclusive coupon codes to our readers. One recent exclusive coupon, offering 10% off to users of our coupon site, is responsible for 80% of referred sales for a high volume partner.
What Partnerize technology innovation has had the greatest impact on your team?
We integrated with the Partnerize API early on so that we could have access to all Partnerize advertisers and see if they could be a fit for our websites. We continue to regularly flag Partnerize clients as potential fits for our comparison pages or our coupon site and are always excited to work with Partnerize clients because of their high-caliber and well-integrated technology.
What sets your company apart from others or makes it unique?
We are a small and exceptionally technical team – every member of the Wickfire team is extremely well versed in analytics and best practices for campaign optimization. Our websites and internal platforms are built on an oversized technology stack with an exceptionally talented development team, allowing us to manage high volumes of partnerships and scale up traffic like no other publisher in the space.
What do you attribute your company’s success to with Partnerize?
Partnerize has a stellar set of advertisers that work within its platform. We are always looking for the best of the best to showcase for our users and Partnerize clients are consistently top-notch.
What is one thing people should know about your company?
Our technology allows us to optimize at lightning speed! Thanks to our advanced analytics, content, and campaign management, we can launch a new partner on our sites in as little as one business day and scale up quickly from there. We are also able to take advantage of quick shifts in consumer demand, to increase our traffic and volume on search phrases to direct more high-intent users to our partners at peak hours and days.
What’s on the roadmap for your company?
We have been extremely successful in the consumer products space but are looking to grow further. We’ve recently developed a set of insurance pages for users seeking auto, life, and health insurance, and we are looking to enter the comparison space for credit cards and other financial products this year.
Three words that best describe your company…go!
Fast-Paced, Curious, Analytical
To learn more about Wickfire and their other businesses, register to attend our upcoming Partner Perspective webinar.
