Wednesday, 23 June 2010
Tuesday, 15 June 2010
Thursday, 3 June 2010
Free iPad Raffle. Analysis
Last Monday we held the draw for the free iPad raffle to finalise our first free promotion. We have run this campaign for the last two weeks; basically with a banner based campaign in a news website (20minutos.es).
It's time to analyse how it worked.
Numbers:
| Banner Printouts | 4,306,240 |
| Clicks | 5,319 |
| Landing registrations | 470 |
| Unique Users | 229,700 |
| Print to Click conversion | 0.124% |
| Click to Registration conversion | 8.84% |
| Print to Registration conversion | 0.011% |
| Clicks to Unique Users | 2.316% |
| Reg to Unique Users | 0.205% |
It hasn't been a good campaign. The result is not in the numbers we were expecting. The print to click conversion is too low for a free campaign, but if we analyse the Unique Visitor to Click conversion, it goes up to really good numbers for a web ad. There is a problem here.
But the good thing about it is that we have learned some lessons.
1. We have shown our banner to the same unique user more than 18 times in average. That's crazy. Once a user has seen your banner more than 3 times, you are bothering him. If the web page where you place the ad cannot control how many times you are printing the ad to a user, you have to design lighter campaigns with less printouts and shorter in time. You are throwing away your money if you don't control this.
2. Even when you are giving something away, there is always certain reticence in people believing it. You have to work in your trust even harder.
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