Re: ONLINE-ADS>> Click throughs not equal

Ali Partovi (apartovi_at_linkexchange.com)
Thu, 13 Aug 1998 11:11:34 -0500 (CDT)

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Jaffer Ali wrote:

> Bravo! We have found that not all click throughs are created equally...
> Obviously the click throughs from the more targeted medium were much more
> successful in converting.

This is absolutely true. What's also very interesting is that the content
of a banner is highly correlated with what users will do after they click on
it.

At LinkExchange, we're in our 3rd year of running ad campaigns for large
paying advertisers, and we've found that what users do *after* they click
can vary widely depending on banner content. Quite often, we've found that
Banner (A) may have twice as good a click-through, while Banner (B) has
three times as good a conversion ratio.

Therefore, using click-through alone as a measure of campaign effectiveness
can be very misleading. You may choose a banner graphic that delivers a
terrific click-through, but actually results in less leads and a worse
conversion rate than another, lower click-through banner.

Ali Partovi
LinkExchange Network. www.linkexchange.com
Reach the world's 4th largest audience online. Buy advertising on
LinkExchange.

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