NONE: Re: ONLINE-ADS>> advertising on free e-mail sites
Re: ONLINE-ADS>> advertising on free e-mail sites
Leo Sheiner (leo_at_netcomuk.co.uk)
Wed, 13 May 1998 12:22:17 +0100
"Umberto Stagelopoulos" <sycron_at_sintmaarten.net> writes:
<snip>
>We got a great click through 13% but however, our campaign
>was a complete failure. The conversion rate was way too
>small.
>
>For our $3,000 investment we only sold for $240 and that was
>it! After a complete disappointment and headache, we figured
>out that people on a search engine are just playing around
>and just type in any keyword that comes to their mind, like
>coca, Harley, Porsche, love, sex etc. and are not really
>serious about it. I think that explains our low conversion
>rate.
>
>Same as with free e-mail sites, I think most of the people
>have the second email address by these free services to stay
>anonymous and therefore give fake figures, as long as they
>get their e-mail address, that is what counts for them.
<snip>
Although I agree that so called targeting on the web is often
spurious, I wonder whether your recognition of that hides
another issue. I went to your site and I think you have a great
idea and it is well implemented but you are asking people to
make a great leap of faith in handing over money for a lottery.
There is nothing that goes to credibility. You say the draw is
done at the time the 2,000th ticket is sold but you do not say
when that will be nor what will happen if it takes ten years
for that ticket to get sold. You have the open-ended ability to
substitute if the product "is not available" but you do not specify
what substitution means. Is a toy model "substitution"?
The point I am making is that maybe your clicks were genuinely
targeted (maybe not) but isn't it just poossible that they looked
at the deal on offer and said no thank you. Perhaps your
conversion rate could be greatly improved if you clarified those
issues and provided people with the warm feeling that they were
not just droping their money into a cyberspace scam?
As a provider of banner space I would know how to target
such a contest to gain good results. And it would be by interest
rather than by any registration criteria since I agree with your
assessment of that. People fill in all kinds of nonsense in such
forms. However, step one is to ensure that the product is right.
In this case I would say don't blame the messenger before you
have checked the message.
Leo Sheiner <leo_at_netcomuk.co.uk>
http://safe-audit.com/ Use 185 million pageviews p.m. on 4,400
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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