How to optimize your banner ad performance while complying with ...
How to optimize your banner ad performance while complying with ...
How to optimize your banner ad performance while complying with ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Traffic Funnel Analysis<br />
• Goal: Measure traffic and number of sales generated from the<br />
<strong>banner</strong><br />
• What <strong>to</strong> Consider?<br />
• Collect following data from tracking system (i.e. Coremetrics,<br />
Google Analytics, SiteCatalyst, etc):<br />
• Banner Impressions<br />
• Banner Clicks (note: the latest eMarketer statistics show that<br />
annual average click-through-rate (CTR) is about 0.09%. This<br />
highlights the need for quality <strong>banner</strong>s).<br />
• Landing page clicks<br />
• Applications completed<br />
• Need <strong>to</strong> identify not only if <strong>banner</strong> is generating enough traffic,<br />
but qualified traffic (traffic that converts). If you see a large drop<br />
out at the landing page, this usually signals a disconnection<br />
between <strong>banner</strong> and landing page and the opportunity <strong>to</strong> test<br />
new <strong>banner</strong> designs<br />
Sponsored by:<br />
Progression of<br />
Visi<strong>to</strong>rs<br />
Page Views/<br />
Impressions<br />
Banner Clicks<br />
Landing<br />
Page Clicks<br />
Conversions