NONE: Re: ONLINE-ADS>> MW's CDnow Clickthrough and conversion rates
Re: ONLINE-ADS>> MW's CDnow Clickthrough and conversion rates
Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 30 Apr 1998 19:27:59 +0100
"Mark J. Welch" <<markwelch_at_ca-probate.com> wrote
<<Snip>
>This works out to a "conversion rate" just above one
>percent. Assuming consistent traffic of 100 pageviews per
>day, I would have generated 11,200 pageviews in the first 16
>weeks of the year, so the 1,608 clicks represent a
>click-through ratio of FOURTEEN PERCENT (14.36%). Assuming
>19 orders from overall traffic to my site of11,200
>pageviews, that's an impression-to-order rateof 589:1 (one
>CD order per 589 visitors to my site).
>
>Viewing the performance of my site another way,
>I have earned $13.97 over 18 weeks (assumed to
>equate to 12,600 pageviews) so my CD Now ad is
>earning me $1.10 CPM ($1.10 is the cost per
>thousand ad exposures).
<<snip>
As Mark indicates, 14% is a very high CTR (I rarely see
him using Caps <<g>) and that CTR accounts for the
$1.10 CPM.
Viewed a different way, most of the banners on our network
earn between 10 and 15 cents per click. Admittedly not
many reach 14% CTR, nonetheless a message of
equivalent attraction would have earned on 1,608 clicks
between $160 and $240 instead of $13.97.
We also run affiliate type banner proposals, in fact we
have recently added a facility to set up a proposal based
upon CONFIRMED sales (I also use caps occasionally).
The difference with other affiliate schemes is that we
provide a trusted third party audit of those confirmed sales.
It is interesting to note that none of the payment by sales
proposals ever pay as good a ROI as the click based
proposals. Since Safe works like a market it will not
surprise anyone that to get a real volume of traffic
advertisers have to pay per click because many of our
host sites are reluctant to pick those up and when they
do generally put them on their less busy pages (host
sites can also count). Of course advertisers who are
selling direct love to pay per sale, unsurprisingly host
sites are less in love with the idea. A good compromise
which we offer and which is a lot fairer to both parties is
to pay something per click plus something per confirmed
sale.
Leo Sheiner <leo_at_netcomuk.co.uk>
http://safe-audit.com/ Use 135 million pageviews p.m. on 4,000
host-sites to target your message. Private channel advertising
http://safe-audit.com/promo.html provides hand-picked hostings
to match the profile you need."Multi-Click" technology delivers
fully qualified visitors to the heart of your site at the right price.
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
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