NONE: Re: ONLINE-ADS>> Cost per conversion
Re: ONLINE-ADS>> Cost per conversion
Glenn Fleishman (glenn_at_popco.com)
Fri, 6 Mar 1998 15:41:29 -0800
Doug Sundheim <doug_at_1stlight.com> writes:
>Richard wrote about Virtual Vineyards' cost per conversion in the last
>web ads installment (#8)...
>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**"
As the guy responsible for getting Robert on the panel, let me point out
that Virtual Vineyards is one of a handful of unique companies. They have
some competition, but through early adoption and excellent positioning are
*the* online wine seller, just like Amazon.com is *the* online bookstore -
regardless of the competition. So their lessons are useful, but it's
important for a site that isn't selling product or hasn't established
itself as fully to factor that into the equation.
------------------------------------------------------------------------
Glenn Fleishman, unsolicited pundit. see my mug: http://www.glenns.org
writer, perl hacker, Adobe Magazine columnist/editor . fax 206.285.0308
co-author of Real World Scanning & Halftones, 2nd edition, out March 19!
conference chair, Web Marketing '98/Seattle http://www.thunderlizard.com
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