Re: ONLINE-ADS>> Banner Ad Testing?

Mike Salomon (mike_at_bannerpromo.com)
Thu, 09 Apr 1998 17:25:59 -0700

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Adam this post contains some blatent advertising, but I think it
provides for a good test.

Scott Spain wrote that he is getting a 65% of clickthroughs buying.
that is an incredible rate. As a provider of click through advertising,
I wish it were true. We run an ad for Investors Business Daily that
gives the user two weeks of papers free for filling out the form. After
the two weeks IBD gives the user a low pressure call to see if they got
the paper and want to continue. We have found that less than 40% fill
out the form for the free offer after clicking on the ad. We feel that
this is a great response and that is due to the fact that IBD is giving
something away for free.

I have set up a test site that has the IBD ad and will show the number
of times it was exposed, clicked and filled out. The URL is
http://www.bannerpromo.com/actiontest.cfm I would expect a high
percentage of online-ads readers that click on the ad to fill out the
form. Even though everone going to that page knows exactly what they
will see, I would be suprised if more than 60% of the people that click
on the ad will fill out the form and get the two weeks free offer. I do
expect the exposures to be higher than the clicks because people will go
to the page to see the stats.

In answer to the original question about how many clickthroughs result
in purchase, I tell my clients that the results sould be about the same
as the amount of phonecalls that result in purchase. The value of the
click is that the user has an interest in your site and may come back
later. It changes the end user from an exposure to a qualified
prospect.

It will be interesting to see the results of this test site.

--
Mike Salomon <mailto:mike_at_bannerpromo.com>
Unused Adspace is a terrible thing to waste
Http://www.bannerpromo.com
phone 818-344-8434 fax 818-344-5223


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• Maybe in reply to: Scott W. Spain: "ONLINE-ADS>> Banner Ad Testing?"

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