founder at addictive!
19 May 2004 14:20pm
Apologies if this is a bit janet and john but...
I need to get some industry benchmarks for the ratio between clicks and visits - ie of 100 people who click on a banner ad how many actually arrive at the destination site.
A couple of years ago I saw some data that suggested 15% dropoff was pretty standard - due to common sense reasons such you changed your mind, the phone rang, you didn't mean to click, the site took too long tom load etc
Does anyone have a view on what an acceptable figure is?
CEO at Econsultancy
19 May 2004 14:50pm
According to our research last year (see Online Marketing Benchmarks) around 80% of clicks arrive.
2 things I'd add which are worth considering:
1. "Click Fraud". We hear increasing concerns not about actual clicks or actual visits but just *who* or *what* is making those clicks or visits i.e. clicks to visits becomes a bit meaningless if the quality of the clicks is totally skewed by click fraud (armies of students, bots etc...)
2. "Unique" clicks. Ideally we should be looking at unique clicks rather than total clicks as the same person may click twice (double clicks, or re-clicks going backwards and forwards). If you look at total clicks but unique visits (e.g. clicks measured by an ad server and unique visits measured by a cookie-based on-site analytics tool) then your ratio may be skewed.
What % of total clicks are repeat or double clicks (i.e. what is a typical ratio of unique to total clicks)? Don't know for sure (80% again?) but it will no doubt vary by type of click (banner ad vs. PPC ad vs. e-mail clicks etc.) and type of user (experienced vs. novice, loyal vs. prospoect etc.). Anyone else have stats on this?
On 14:20:28 19 May 2004 simona1 wrote:
>Apologies if this is a bit janet and john but...
>I need to get some industry benchmarks for the ratio
>between clicks and visits - ie of 100 people who click on
>a banner ad how many actually arrive at the destination
>A couple of years ago I saw some data that suggested 15%
>dropoff was pretty standard - due to common sense reasons
>such you changed your mind, the phone rang, you didn't
>mean to click, the site took too long tom load etc
>Does anyone have a view on what an acceptable figure is?
Fndr at Majestic12.co.uk
19 May 2004 15:25pm
To quickly answer original question - it depends and can be well over 90%, on the same token it can be next to zero.
I think it would be more beneficial to look at clicks that not only technically lead to target site, but also at duration on that page and/or any further actions. Numbers for those would differ a lot and I would not be surprised to see that 20-80% who clicked through dropped out on the same page within few seconds - after click is registered on site, but before page is loaded (as an example).
A number of reasons would affect that number but I think the level of relevance (reflecting how good targeting was) would be the most important one - even if your site is not accessible (down) then given sufficient desire of people to reach it (say read latest mobile phone review) then a new attempt will be made to click on link that did not work.
On the other extreme all those tricks used by unscrupulous companies to drive "traffic", that for all intents and purposes is fake, will result in extremely low percentage of productive clicks.
This is the fourth annual Econsultancy Conversion Rate Optimization Report, in association with RedEye. The research looks at the types of conversion and measurement used, as well as tools, strategies and processes employed for improving conversion rates. The report also examines different areas of best practice and identifies which techniques and methods are most valuable for improving conversion rates.
Econsultancy's Global Search Marketing Statistics document is one of 11 individual downloads that make up Econsultancy’s Global Internet Statistics Compendium, a comprehensive compilation of worldwide statistics and online market research with data, facts, charts and figures that are essential to understanding the marketplace as a whole.
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