Boekenwereld, an omnichannel bookseller active in e-commerce and content platforms, transformed affiliate marketing from a marginal channel to a key performance driver, growing its revenue share from 0.21% to 10.66% in under a year.
had untapped potential:
Boekenwereld aimed to increase the affiliate's share of revenue to a meaningful level while building a measurable, funnel-based performance structure rather than just a simple payout system. They sought to segment publishers by performance tier to focus their efforts and incentives more effectively. Additionally, they wanted to strengthen control over how their products appeared across third-party platforms, ensuring better visibility and alignment with their goals.
We approached the affiliate channel with the same funnel-driven discipline as paid media:
Keyword layering, naming structure optimization, and inventory cleanup for improved match rate.
Driven by funnel KPIs like conversion rate and EPC.
Motivating publishers to move up tiers through real performance.
Monthly reviews of click, view-through, and sales performance by publisher and product set.
The transformation was full-funnel and measurable:
4976%
Increase in affiliate revenue contribution.
+219%
MoM growth, performance peaked in November, following seasonal activation of top-tier publishers.
9
Months conistent growth, tied to data-informed optimizations.