High commissions vs. high conversion: the math behind the switch

High commissions vs. high conversion: the math behind the switch

Earnings Per Click (EPC) is the only metric that matters. A 10% commission on a site converting at 0.5% loses to a 5% rate on a site converting at 2%. High payouts often mask technical flaws, such as poor mobile optimization or a friction-heavy checkout process.

Sending traffic to a low-converting merchant wastes audience intent. Even if the payout looks better, you risk lowering long-term trust because users aren't finding what they want. High conversion usually signals a brand that customers already recognize and feel comfortable buying from.

Before moving links, check these factors:
— AOV: Does the new program sell pricier items?
— Cookie life: Does a longer window compensate for the conversion drop?
— Brand strength: Is the merchant well-known enough to close the sale?

Stick with the high-converting offer as your baseline. Test the alternative with a small traffic segment first. If the EPC doesn't show a clear win, the higher rate is a vanity metric that will only hurt your revenue.