Re: Respectable Click-through Rate?
I'd imagine that is a relatively low click-through
rate. But then it depends on the quality of the
click-throughs. If 100% of those that click-through
are performing a desired action, well then that is
better than a higher click-through but a lower
percentage performing a desired action. Click-through
rates are not everything, and there are numerous
methods you can employ to improve the click-through
rate of your banner. A number of studies have shown
that the incorporation of color and animation will
increase your click-throughs, for example, I think
everybody has noticed the "punch the monkey" banner.
Further studies have shown that despite the
professional execution of certain banner
advertisements, a banner simply displaying the message
"click here" can return a higher click-through rate.
But people who click-through a banner that displays the
message "click here", do so for curiosity and probably
will have no intention of interacting further with the
website once they discover what it is for. So the
answer....concentrate more on the targeting of banner
advertisements and the quality of the click-throughs
than the quantity of the click-throughs. I think
though, if you just want to know about click-throughs
the average rate is probably somewhere between 1-5%
some as high as 10%. Many of the principles of direct
marketing similarly apply to click-throughs.
Keith Lacy
Resonate Web Solutions
keithlacy_at_tinet.ie
Received on Wed Sep 20 2000 - 12:49:21 CDT
