RE: Venting (was RE: search vs. content)

From: Alex Chudnovsky <alexc_at_jungle.com>
Date: Thu 28 Jun 2001 13:12:04 -0500

BRANDI JASMINE <bj_at_brandijasmine.com> WROTE:

> And I still think the ultimate effect - that
> 100,000 eyeballs on Astrology.ca is the same as 100,000
> eyeballs on a Yahoo search for Astrology. I just think we'll
> never be given the chance.

This is what in my opinion described current problem
-- people are/were too obsessed with click-through
ratio, completely ignore CONVERSIONS (which can be
defined as not just orders placed).

What many people fail to understand is that 10%
conversion out of 1,000 clicks is a lot better than
0.1% conversion out of 10,000 clicks. They just
dont get it, partly because there is no uniform
method of tracking conversions, as its not as easy
as click-throughs. Until critical mass of people
realise that fact and sort it out, we can expect
having "professional media buyers" making risk-avoidant
(as you rightfully put it) decisions. After all, no one
got fired for buying into Yahoo, right?


Best regards,

Alex Chudnovsky



Received on Thu Jun 28 2001 - 13:12:04 CDT