Clicks through rates are possibly the worst measurement for how successful
a banner campaign is or is not. For example, we did a campaign for
JCPenney. We were lucky in that the ad manager knew little to nothing of
the internet. Therefore, he let us plan the campaign. Unfortunately,
JCPenney was not hip to the idea of selling over the internet (I know I
tried, but sometimes you can't win 'em all). Retailers like JCPenney
measure success on sales, we knew the online campaign had to drive traffic
into the stores. Obviously, a person surfing the web on their home
computer is a world away from a JCPenney store. But like I said before, we
couldn't sell the items online, JCPenney wanted the campaign to drive
traffic to their stores.
What we did was we made sale items that were only available online. Since
the user couldn't buy online we made a coupon that was available only
online. A user sees the banner that says, "receive 20% of off jewelry,"
they click on the banner. They are brought to a page that discusses other
items in JCPenney and contains a link to a "online coupon." They fill out
their name, address and other info and hit submit. A simple CGI script
puts this info onto a coupon with a unique coupon number. The user then
prints out the coupon and brings it into JCPenney.
From this JCPenney can specifically determine how many sales were generated
off of their online banner campaign (remember, these items are available
only online). Click through rates are irrelevant (at least in this case) -
the only thing that JCPenney cared about was getting people into their
stores. Simply put, this campaign was a huge success.
This is just one example, of how click through rates are not a good
measurement of the success of an online campaign. This campaign was
nothing too new or unique either. It was several banners switching weekly,
a splash page and some CGI script.
If you want to view the campaign I spoke about go to
http://proteus.com/wpni/jcp from there you can go to the splash page and to
the coupon. If you want to go directly to the coupon, then go to
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