ONLINE-ADS>> Cost per conversion

Doug Sundheim (doug_at_1stlight.com)
Fri, 6 Mar 98 10:54:06 -0000

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Richard wrote about Virtual Vineyards' cost per conversion in the last
web ads installment (#8) as taken from a panel with Robert Olson of
Virtyal Vineyards.

"Virtual Vineyards is able to track a person from when they
click on the creative to when they complete the order. This
ability has given them great insight into what it costs to
convert a prospect into a customer. And moreover, how to
effectively spend the little ad dollars that they do.

A very revealing trend that emerged from their analysis is
that for Virtual Vineyards, **the cost to convert a prospect
to a customer is significantly lower on low CPM buys than
high CPM buys. So much for targeting**"

My question is of the starred quote above. How significant was the
difference in conversion rates and CPM's. Perhaps someone from Virtual
Vineyards is out there.

Doug Sundheim
Manager, Marketing and Sales
doug_at_1stlight.com
http://www.1stlight.com

First Light Communications Inc.
45 West 21st Street Suite 6D
New York, NY 10010
212-242-7474 phone
212-242-7994 fax

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