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RICK BRUNER WROTE:
> ... It is obvious to me, however, why those
> "targeted" visitors had a low click-through rate yet a high
> conversion rate. Visitors to the first baby site were well
> primed to shop for baby goods, yet they were primed to shop
> on the site they were already on (hence the low CTR), but
> those who did click were highly motivated to buy baby goods.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Thank you for the context of this campaign. I agree with
you that the low CTR is easily explained by the fact that
the current site they were on had essentially the same items
as the banner. The only people who would clickthrough
should be people who couldn't find what they wanted (or
better yet, purchased some items and wanted more) and
clickthrough in a highly receptive frame of mind. This in
my mind, solves the mystery of lower CTR, but higher
conversion. I think we can postulate a general rule that if
you run banners on directly competitive sites, you can
expect to get a signficantly lower CTR, but a very good
conversion rate. In other words, do it whenever you can!
Clint Ballard, mailto:clint_at_accelerationsw.com
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Received on Tue Mar 02 1999 - 09:38:56 CST
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