Re: ONLINE-ADS>> The Amazon.com model

Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 24 Jul 1997 15:59:08 +0100

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treknews_at_juno.com (Jason T Ellis) wrote:

>I've kind of gotten fed up with their system, though. My sales are way,
>way off - fewer than 2 percent of the people who click through to a
>specific book (and fewer than 1 percent of all people visiting the site)
>are actually buying anything. Now, I can't do anything about that 1% who
>don't click through ... they're just not interested. But of the ones that
>*do* click through, I would tend to assume at least a 5% to 10% of those
>(since they're obviously interested in the book, and knew the price up
>front) would order something.

<snip>

I do not feel qualified to answer Jason's question about the importance
of brand recognition in this context accept I can suggest why not suck it
and see. If it doesn't work you can always try something else. I can
however relate from Safe-Audit experience that where there is a click
through rate of around 3% it is normal for a sale conversion of between
15 -30 % where the product is below $30 and is an impulse type sale
(as with books).

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mailto:leo_at_netcomuk.co.uk Telephone +44181 346 0770
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