The following case study is based on actual events. The names represented have been changed.
When John Carter Cancelled an Ad That Generated "only" 100 Visitors in Favor of an Ad That Generated 500 Visitors, He Made a $7,500 mistake. Read on and You Won't Make the Same Mistake.
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John owns a successful business in New York.
Earlier this year, John decided to expand his target audience by growing his online presence. So, he signed up for a $19.95 ad tracking service, created two different classified ads and prepared to test them with a couple of email newsletters.
His first ad generated 500 hits while his second ad generated 100 hits in the same time period. The result? He signed a total of 6 new contracts from those hits, and each contract made John $1,500 in profit — for a total of $9,000 in profits.
Based on the information from his tracking service, John decided to drop the "weaker ad" that only generated 100 hits, and stay with the "stronger ad" that generated 500.
After all, why throw money at the weak ad if it's only generating a small number of leads, right? It makes sense.
The next day, John went to check the number of new contracts signed. To his amazement, only 1 new contract was signed!
"But how can this be possible?" he said to himself, almost in shock. "Yesterday I had 6 contracts signed with that exact ad, in that exact newsletter. This doesn't make any sense!"
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| Here/s Exactly What Happened |
In John's case, his single, $20-a-month tracking service had tracked where visits to his website came from, but it didn't provide him with a context for this information.
It failed to make a connection between each individual visitor's source and their purchases. So John knew which ads were drawing, but had no idea which ones were actually selling.
What John didn't know was that the ad that only attracted 100 visitors generated $7,500 in sales.
What John didn't know was that the "weaker ad" actually attracted a better-qualified buyer.
What John didn't know cost him $7500!. That is, until he joined Clickalyzer.
The point? Knowing how many hits each ad generated is not the same as knowing how many sales that ad generated!
We know the difference, and only we can show you how to extract that valuable information from your statistics quickly and easily. We helped John, and we can help you!
When you're ready to start uncovering really useful statistics from your website and affiliate programs, click here.
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