Re: UKNM: The Double Click Delusion

[Ray Taylor]

Steve Johnston <

Steve [dot] JohnstonEntranet [dot] co [dot] uk

> said:


 > I reckon that a substantial amount of clickthroughs are simple

duplications

 > generated by the (ordinary) computer user's inclination to double click on

 > things to make them work.


I don't think so, but regardless of whether you are right or wrong, the

solution to the problem of verifying media owners' data is to compile

analyse your own. You can do this using web analyser tools already in place.


But if you are putting substantial investment into web advertising you

should not place too much reliance on the clicks alone. Clicks are very

expensive in the UK. And they are of very little value on their own. What

counts is when a person who, having been brought to the site via a banner

ad, becomes a loyal customer of the site, purchases products, or otherwise

makes use of the services on offer.


On the principle that you cannot manage what you cannot measure, the

important thing to measure is the value of the new customers brought to your

site via the banner. Proper use of tools like Redeye, which track cookies

from the point of entry to the site through to the point of sale, etc, will

help to establish where the best value new customers are coming from, which

creative works best, and the degree to which your site works for them - if a

new visitor is off after two or three clicks within your site then you may

need to rethink the site, and/or rething the point of entry and how you

present the service to your new customers.


If you want loyal customers, not only do you need to provide an excellent

service to keep them, but you need to have a proper plan for acquiring them

in the first place. Measuring the success of a banner campaign purely on the

basis of click-through is shortsighted in my view.


Ray Taylor

eyeconomy - the online advertising experts

+44 020 8249 6313 



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