.
Banner Ads And Conversion Ratios
.
Kim Wingate outlines the
importance to tracking your banner advertising campaign in order to ensure
an effective conversion rate.
If you get the customers
to your site can't get them to buy, then look closely at your website,
don't blame the advertising.
We
have a book corner of hard copy books with a selection of titles on Internet
Marketing from the various categories,
check
out our book list on marketing through the Internet HERE.
The books suggested on the sides of this page are electronic books, available
as downloads, and some of the best I've come across in their particular
area of Internet Marketing. They can be found on the E-Books
Shelf. Browse around and enjoy.
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By Kim Wingate ********************************* An excerpt from "Big Time Banner Advertising - The professional's guide to successful web advertising." Your Web site's ability to convert visitors into sales has tremendous influence on the success of your banner ad campaigns. Don't fall into the mindset of many online advertising agencies - that the campaign's job is finished when the prospect is dropped off at the site. If you are tracking your
advertising effectiveness all the way through to the order, doesn't it
stand to reason that your site is a major piece of that process? Many people
who disparage banner advertising are pointing prospects to sites that can't
convert prospects into sales. They buy a bunch of banner impressions and
direct the click-throughs to a site whose conversion ratios are only a
fraction of one percent.
In the offline world, this
would be the equivalent of someone running a bunch of newspaper or television
advertising directing prospects to a retail store. Once the prospect gets
to the store, the parking lot is tiny and they can't find a place to park.
Once they do find a parking spot, the store's front door isn't working
properly and the prospect has to struggle with it just to get in. Once
in the store, the prospect can't find what they are looking for and no
one will help them. Luckily, they eventually find something they want to
buy, but the checkout lines are
Is this situation the fault
of the advertising? No. The advertising did its job. It brought targeted
prospects to the store. Web advertising, using the measurements outlined
in Big Time Banner Advertising, cannot be effective if the Web site can't
sell. Maybe that's why so many advertisers incorrectly focus on click-throughs
as a performance metric. Maybe they know their site can't sell. And, instead
of
No matter how good your advertising campaign is, if your site can't convert prospects into customers, the campaign will fail. Make sure the conversion ratios on your Web site are as high as possible before sinking your money into more advertising. If your site is only converting 1% of visitors into customers, put some effort into getting those ratios to at least 2% or 3% before embarking on a Web advertising effort. The higher your Web site conversion rate, the better. Your cost-per-order will be much lower if your site conversion rate is high. Your effectiveness ratio will be much higher if your site conversion rate is high. Everything about your campaign will be better if your site can convert a high percentage of targeted prospects into customers. ================================================
Kim Wingate of AvidSurfer,
is the publisher of "Big Time Banner
================================================
*********************************
********************************* Internet Marketing Book Shelves.
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******************** Our library of FREE E-BOOKs allows you to download tons of reading material covering all areas of marketing on the Net. ******************** INTERNET EMAIL!
Are you maximising the power of email? This book gives you the run-down on how make full use of email for effective promotion. Learn more HERE
Marlon Sanders has some of the greatest advice for marketing
your products on the Internet.
MAKE YOUR SITE SELL!!
"MYSS! Delivers What
You Must Know to Win on the Web!"
Serious about becoming an affiliate or want to set up
an affiliate partnership for your business? Hear the advice Declan Dunn
has to offer first. HERE
Find out more HERE ********************.
CHECK OUT THIS!!
********************
If you have a business and want to set it up for affiliates to be able to promote your goods or services, check out this programme HERE.
*********************
One of the Secrets to successful
Internet Marketing is using opt-in mailing lists
Use a legitimate mailing list, opt-in
lists or classified ads
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