Re: Surprising data on how often ads are clicked

mdiamant@t3media.com ((mdiamant@t3media.com))
Sat, 2 Mar 1996 11:16:59 -0800

<i>>Basically, I found that the referral (or clickthrough) rate for 12</i>
<i>>on-line ads studied ranged from 1.40% to 0.36%. In other words, only</i>
<i>>about 1 in 100 people who saw each of the on-line ads followed that</i>
<i>>ad to the site of the advertiser. Such rates struck me as being low,</i>
<i>>so I quickly checked 12 other ads. The rates for them were virutally</i>
<i>>the same.</i>

These numbers are not much lower than direct mail response, which hovers
in the 2-3% range for a successful mail campaign. A direct mail piece
can cost anywhere frrom 50 cents to 2 dollars for production and postage.
At a 1.4% response, you can probably provide more efficiency than many
direct mail campaigns, even at a lower response rate.

Michael Diamant

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