NONE: Re: ONLINE-ADS>> double your CTR, double your fun
Re: ONLINE-ADS>> double your CTR, double your fun
Donna Dolezal Zelzer (djz_at_efn.org)
Fri, 4 Oct 1996 07:44:34 -0700
>> InvestorsEdge, a financial Web site, doubled its
> >>click-through rate from 3 percent to 7 percent by
> >>adding questions to its banners such as ``How did
> >>Charlie get all those Angels anyway?'' Users who
> >>clicked on the banner landed on the InvestorsEdge site,
> >>where there was no answer to the question. ``In a way,
> >>you're sort of tricking people to explore,'' said Robert Lamb,
> >>vice president of business development for the site.
>
> >Now how do you think this works on people?
>
> Apparently it worked great. They doubled their CTR
But did they double their sales/new customers from the web site? How many
people clicked over and left right away as soon as they saw it was
something they were not interested in? (They probably expected an
entertainment site.) How many people who *were* interested in investment
info left because they didn't like the approach? (I would think trust is
especially important when looking for someone to help you with
investments!)
> >Don't you think tricking people would instill doubt and misstrust?
>
> I doubt it.
>
> >I wouln't buy from a site like that. It's a matter of principal.
>
> They don't care what 93% of the people don't do, they want their CTR
> increased.
Yeah, but if 93% of the people who click through to feel that way, they've
lost a lot of customers.
> They missed the ball by not saying "Charlie could afford
> the Angles because he invested blah, blah, blah. That was creative
> stupidity on their side to not tie the banner ad to the Site entrance.
This I agree with. It would not only have answered the question, but tied
it in with their service.
> Well written, well targeted (site placement) banner ads produce
> outstanding results for businesses wanting high CTR banners.
Yes, but if they mislead as to the content/purpose of the advertiser's
site, the high CTR isn't going to mean higher sales.
Donna
---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
----
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