Advertisers are interested in conversion

    According to the advertising agency Mindshare Intaraction (owned by WPP holding ), the average Runet Conversion Rate (CR) is 3.5%. It shows the ratio of the number of sales from sales sites to the number of contacts with potential buyers. For the Internet in the USA and Europe, the CR value also ranges from 3-4%, according to the source.

    The CR indicator is interesting for advertisers because it helps to optimize the media strategy and make it the most effective. Especially attentive to CR are companies involved in e-commerce, banking and financial institutions, car dealers. But in general, CR is important for any business that supports the ability to apply for a particular offer through the site.

    “In 2006, we first started using the Conversion Rate analysis and, thanks to the accumulated data, we can track the dynamics of the indicator at various placements,” says Dmitry Ashmanov, CEO of MindShare Interaction. According to him, next year the agency will use conversion indicators more widely - in particular, evaluate the quality of consumers attracted by one or another placement based on socio-demographic parameters.

    According to the agency’s specialists, the click-through rate (CTR), which is considered the main indicator in evaluating the effectiveness of an advertising module on the Web, is clearly insufficient in modern conditions. “The first step is the level of conversion of a site visitor to a consumer,” they say. From the point of view of financial efficiency, it is also important to have data on cost per lead CPL (cost per lead) that performed a specific action on the advertiser's website (application for a test drive, credit card issuance, for example).

    And the CPL level, according to the agency, on the Russian Internet today ranges from $ 20 to 65 - the more expensive and more complex the offered product, the higher the cost of attraction. “We compared CPL fluctuations for three types of financial offers to individuals who were advertised with similar creative concepts on the same advertising positions,” says Dmitry Ashmanov. “As a result, the difference in CPL level was about $ 15.”

    However, third-party experts believe that average conversion rates, in particular the Conversion Rate, are very abstract. According to RBC Daily Sergey Spivak, director of PRIOR.ru online agency, CR’s trouble is that it’s not clear who should be considered the final consumer, because for each business it’s its own: “Speaking of the average, we mix the buyer of a mobile phone for $ 100 and the buyer of a new BMW.”

    According to his personal observations, the average CR in Runet is about 1%. Adequate to Sergey Spivak seems to be the decision to bring the average CR for specific business segments.

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