Advertisers are interested in conversion
According to the Mindshare Intaraction advertising agency (owned by WPP ), the average Runet conversion rate (CR) is 3.5%. It shows the ratio of the number of sales made from sales sites to the number of contacts with potential buyers. For the Internet of the USA and Europe, the value of CR also varies between 3-4%, the source states.
The CR indicator is interesting for advertisers because it helps optimize media strategies and make them more effective. Particularly attentive to the CR are companies engaged in e-commerce, banking and financial institutions, car dealers. But in general, CR is important for any business that supports the possibility of placing an application 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 for different placements,” says Dmitry Ashmanov, CEO of MindShare Interaction. According to him, next year the agency will make wider use of conversion rates - in particular, assess the quality of consumers attracted by this or that placement by socio-demographic parameters.
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According to agency experts, the click-through rate (CTR), which is considered to be the main one when assessing the effectiveness of an advertising module on the Web, is clearly insufficient in modern conditions. “The level of conversion of the site visitor into the consumer comes in first place,” they say. From the point of view of financial efficiency, it is also important to have data on the cost per consumer CPL (cost per lead) that committed a specific action on the advertiser's site (application for a test drive, a credit card, for example).
And the level of CPL, according to the agency, on the Russian Internet today ranges from $ 20 to $ 65 - the more expensive and more complex the product offered, the higher the cost of attraction. “We compared CPL fluctuations for three types of financial offers to individuals that were advertised with similar creative concepts in the same advertising positions,” says Dmitry Ashmanov. “As a result, the difference in the CPL level was about $ 15.”
However, third-party experts believe that the average conversion rates, in particular the Conversion Rate, are very abstract. As Sergey Spivak, director of the Internet agency PRIOR.ru , told RBC Daily , the CR problem is that it is not clear who to consider as the final consumer, because it is different for every business: “Speaking about the average, we mix a $ 100 mobile phone buyer and a buyer The new BMW.
According to his personal observations, the average CR in Runet is about 1%. Adequate to Sergey Spivak seems to be a decision to withdraw the average CR for specific business segments.
The CR indicator is interesting for advertisers because it helps optimize media strategies and make them more effective. Particularly attentive to the CR are companies engaged in e-commerce, banking and financial institutions, car dealers. But in general, CR is important for any business that supports the possibility of placing an application 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 for different placements,” says Dmitry Ashmanov, CEO of MindShare Interaction. According to him, next year the agency will make wider use of conversion rates - in particular, assess the quality of consumers attracted by this or that placement by socio-demographic parameters.
')
According to agency experts, the click-through rate (CTR), which is considered to be the main one when assessing the effectiveness of an advertising module on the Web, is clearly insufficient in modern conditions. “The level of conversion of the site visitor into the consumer comes in first place,” they say. From the point of view of financial efficiency, it is also important to have data on the cost per consumer CPL (cost per lead) that committed a specific action on the advertiser's site (application for a test drive, a credit card, for example).
And the level of CPL, according to the agency, on the Russian Internet today ranges from $ 20 to $ 65 - the more expensive and more complex the product offered, the higher the cost of attraction. “We compared CPL fluctuations for three types of financial offers to individuals that were advertised with similar creative concepts in the same advertising positions,” says Dmitry Ashmanov. “As a result, the difference in the CPL level was about $ 15.”
However, third-party experts believe that the average conversion rates, in particular the Conversion Rate, are very abstract. As Sergey Spivak, director of the Internet agency PRIOR.ru , told RBC Daily , the CR problem is that it is not clear who to consider as the final consumer, because it is different for every business: “Speaking about the average, we mix a $ 100 mobile phone buyer and a buyer The new BMW.
According to his personal observations, the average CR in Runet is about 1%. Adequate to Sergey Spivak seems to be a decision to withdraw the average CR for specific business segments.
Source: https://habr.com/ru/post/4820/
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