Re: Surprising data on how often ads are clicked

cwa@allen.com ((cwa@allen.com))
Sun, 3 Mar 1996 08:10:56 -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%.</i>

<i>>These numbers are not much lower than direct mail response, which hovers</i>
<i>>in the 2-3% range for a successful mail campaign.</i>

Actually his referral rate for the ads should probably be compared to the
response rate of print advertising -- instead of direct mail -- because
print ads present a relatively small amount of information to use in
deciding to inquire.

A full-page color ad in a magazine with 100,000 circulation produces
somewhere around 100-300 inquiries according to several studies, or about
0.1%-0.3%, with a cost per inquiry around $100.

The response rate and cost per lead for Web advertising is very good
compared to our colleagues in the print world.

Cliff
Cliff Allen cliff@allen.com GuestTrack --
Allen Marketing Group 919-859-5619 Web Site Profile and
Raleigh, NC &lt;a href="<a href="http://www.allen.com">http://www.allen.com</a>"&gt;http://www.allen.com&lt;/a&gt; Tracking Software

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