Surprising data on how often ads are clicked

william@genius.demon.co.uk ((william@genius.demon.co.uk))
Thu, 7 Mar 1996 09:54:03 -0800

Michael Diamant <mdiamant@t3media.com> writes:
<i>></i>
<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>></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>

Except that the clickthrough rate is analogous to actually _opening the
envelope_ in a direct mail campaign: not making a sale.

The response rate after the potential customer has followed the link may be
not much better than the 2-3% you quote and only 1.40% to 0.36% follow the
link...

- William Tunstall-Pedoe
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