Click through and conversion rates

From: Ken Ruck <kpruck_at_hotmail.com>
Date: Mon 27 Dec 1999 08:46:13 PST

We are in the process of launching a commerce site on
a global basis. In conducting research, we are
finding a difference between click through rates in
the U.S. versus international sites.

The industry in the US basis the average click through
at roughly 1%. Our european friends are using a
baseline number of 2-3%. I think that the difference
is understandable and explained by the fact that the
Europeans have not been seeing banners as long as we
have, and have not built a tolerance towards these
ads. Similar to the burn out of telemarketing in the
US.

Question 1: Any opinions on click through rates for
non U.S. sites?

Question 2: If there are differences in the click
through rates, I would suspect that a difference
exists with conversion rates between US and non US
sites. I would think that conversion rates are much
lower in non U.S. sites. Does anyone have any numbers
or research which talks to international conversion
rates, especially for low ticket items such as books,
cd's, or games? If there are no hard numbers, is there
an industry benchmark that is being used?

Kind regards,


Ken Ruck
CMO
Max Networks




Received on Mon Dec 27 1999 - 10:46:13 CST