This is an important topic. Most affiliates continuously obsess about traffic and SERPs, which are both obviously critical, however conversion on both creatives and landing pages is something that more should pay attention to. In the retail affiliate space, this is a closely-watched topic and talked about frequently at conferences such as Affiliate Summit and PubCon. A good friend of mine, Tim Ash, has even published a book on the topic: Landing Page Optimization Book
As an affiliate, it’s important to test and optimize. There is even software available that allows you to test different headlines, graphics, and call to actions on creatives to boost CTR. Casinos are also starting to test and optimize landing pages in an effort to boost the overall conversion funnel.
Would love to hear from a few affiliate managers on how they help affiliates optimize banners and specific landing pages, although I’m certain most will be reluctant to post examples of best converting banners. :wink-wink