|
 |
|
|
Conversion Metrics Defined
|
|
|
|
|
In marketing a conversion occurs when a prospective customer takes the marketer's intended action. If the prospect has visited a marketer's web site, the conversion action might be making an online purchase, or submitting a form to  request additional information. The conversion rate is the percentage of visitors who take the conversion action.
Successful conversions are interpreted differently by individual marketers, advertisers, and content creators. To online retailers, for example, a successful conversion may constitute the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, however, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity that occurs due to a subtle or direct request from the content creator for the visitor to take the action.
For web sites that seek to generate offline responses, for example telephone calls or foot traffic to a store, measuring conversions can be difficult[citation needed]. In order to measure online conversions a marketer can use web analytics software. Some online marketing companies, such as Verizon, offer tracking programs tied to a specific phone number that the business registers for receiving web site inquiries
In Internet Marketing, Conversion optimization is the science and art of enhancing a visitor's online experience with an advertiser's offering when they visit a web site or see an online ad - with the goal of transforming the visitor into a customer (wikipedia.com).
|
|
|
|
|
|
|
|
|
Most Recent Conversion Metrics Clips
|
|
|
|
|
| Cause-Related Ads Get More Attention, May Increase Sales up to 74% | clipped by: fuordigital
Cause-related marketing can increase sales as much as 74% in certain consumer-goods categories, and consumers spend twice as long looking at cause-related ads than generic corporate ones, according to a study by Cone and Duke University’s Fuqua School of Business.
After participants were exposed to either a cause-related or a generic corporate ad for one of four focus brands in the toothpaste, shampoo, chips and light-bulb categories, they entered a mock convenience store with nearly 150 SKUs and were given real money to purchase a product of each type.
There was a 74% increase in actual purchases of a shampoo brand after it had been associated with a cause. Nearly half (47%) of participants who saw the cause-related message chose the brand, while only 27% of those who saw the generic corporate ad chose the brand.
| | 10/6/2008 6:33:36 PM |
|
|
|
|
|
| Opinions Sought for Ad Campaign Measurement Guidelines | clipped by: fuordigital
Opinions Sought for Ad Campaign Measurement Guidelines
That's some
impressive rich media.
The Interactive Advertising Bureau released its ad campaign measurement guidelines for community review.
The document was put together to bring uniformity to the interactive ad industry and maintain a standard of quality.
Comment upon the document at the IAB website, which divides commentary by type: publishers, ad agencies, brand marketers and technology vendors.
| | 7/28/2008 4:29:06 PM |
|
| Among Mobile Marketing Techniques, Text Messaging Most Often Responded to | clipped by: fuordigital
Some 70% of consumers who have responded to a mobile marketing offer say they’ve responded to a marketing text message - compared with 41% who’ve responded to a survey and 30% to email offers - according to the Direct Marketing Association (DMA).
Some 24% of mobile phone users surveyed online reported having responded to mobile marketing, DMA’s first-ever quantitative research related to mobile marketing found.
71% of people who respond to mobile offers have data plans.
21% of mobile marketing responders indicated that they respond to three or more offers per month.
Respondents who used AT&T (Cingular) Wireless and T-Mobile were more interested in mobile marketing incentives than respondents who used Verizon Wireless.
Teens 15-17 years old (19%) and young adults 21-30 years old (19%) are twice as likely to respond to offers on their mobile devices as those 18-20 years old (7%).
| | 7/24/2008 7:43:35 AM |
|
| Internet Strategy Essential Even for Offline Retail - Nielsen | clipped by: fuordigital
The web’s role is becoming integral for brick-and-mortar retailers, even for in-store purchases, according to (pdf) a recent Nielsen Online survey, which found that among those who had recently made consumer electronics purchases in a store, 80% did so after first visiting the store’s website.
Moreover, 53% purchased from the retailer on whose website they had spent the most time, Nielsen said.
Among consumer electronics purchasers, 58% indicated that if they had only one channel in which to do product research prior to purchase, they would choose the internet, compared with only 25% that would choose to be able to do research in a physical store:
| | 7/24/2008 7:39:01 AM |
|
|
|
| 70% of Conversion Events Influenced by Multiple Channels Prior to Converting | clipped by: fuordigital
Mediaplex Research Reveals 70% of Conversion Events Influenced by Multiple Channels Prior to Converting
Mediaplex found that 70% of conversions were preceded by exposures or interactions with two or more online channels prior to the final conversion event. The analysis also revealed that 45% of the conversions credited to paid search were preceded by an exposure and/or interaction with at least one of the client's display advertising banners prior to converting.
Mediaplex's studies also showed that paid search links are often simply used as navigational tools as opposed to new lead generators, with 70% of paid search conversions coming from branded keywords. These findings further demonstrate the importance of looking beyond just the last click in order to gain a richer understanding of what is driving conversions.
| | 6/12/2008 5:47:38 PM |
|
| Agency of Record for metrics | clipped by: fuordigital
clipper's remarks: metrics continues to drive the agency service offerings
The Mediasmith CEO predicts that in the near future there will be an Agency of Record for metrics, and he explains why metrics are the future of online media.
| | 6/8/2008 9:12:00 PM |
|
| Internet Influencing Purchase Decisions | clipped by: fuordigital
|
The Internet And Consumer Purchasing Decisions (selected products among all respondents who purchased product in prior year)
|
|
|
Product Purchased
|
|
Action
|
Music
|
Cell Phone
|
Real Estate
|
|
Percent who use the internet in product research
|
56%
|
39%
|
49%
|
|
Percent who said online information had a major impact on the decision
|
7
|
10
|
11
|
|
Percent who made the purchase online
|
22
|
12
|
n/a
|
|
Percent who posted a rating or comments online after purchase
|
5
|
3
|
4
|
|
Source: Pew Internet & American Life Project Survey report, May 2008
|
| | 6/5/2008 8:06:09 AM |
|
| View Thru Conversions | clipped by: fuordigital
The interactive community has thus far failed to come up with a viable method to account for how many viewthrough conversions can truly be credited to an ad campaign.
There has been no lack of effort for trying. The best publicized study was done by DoubleClick and Continental Airlines in 2004. By using a carefully designed control group, the study found that 67.5% of the viewthrough conversions can be attributed to the ad campaign.
| | 5/13/2008 9:22:04 AM |
|
| What Ads Work & How to Improve ROI | clipped by: fuordigital
SUMMARY: If you couldn't listen to MarketingSherpa's recent teleseminar on online advertising, just click below to get your audio presentation and discover what 951 marketers revealed about what works in online advertising.
Includes 12 new charts and an eyetracking heatmap. This year’s highlights include:
- How to improve the effectiveness of your ads by up to 219%
- How to increase rich media clickthrough rates by up to 132%
- Which tests will lift your advertising ROI the most
| | 5/12/2008 1:07:38 PM |
|
|
|
|
|
|
|
|
|
|
|
|
All Clips
|
|
 |
|
|
|
