Center >> April 2008
Tips From the Front Lines
toll free number in your Web ads. Heavy clickers may distort your
Web results. Fix your slow loading pages.
from AICPA Custom Media Solutions
It seems obvious to many of us, but marketing experts
says they’re continually amazed at how few Web pages and banner
ads they come across include the advertiser’s toll free phone
number. Apparently no one keeps a phone by their computers any more
Web service company Magnify360.com suggests adding
a toll-free number near an online registration form or an important
link for conversions to boost results. The company told Internet
Marketing Report recently that it always gets higher completion
rates and conversions when the toll-free number is included.
Why? The toll free number makes prospects feel secure
that they can reach real people with a real phone number. Here at
AICPA Media, our own research confirms this fact. Including a toll-free
number in your banner ads was one of 12 important online marketing
tips that we cited in our Beyond the Click case study.
We recently made a YouTube
video about this research report and created separate vignettes
for each of the 12 tips. Guess which tip got the most downloads
by far? You guessed it — “include a toll-free number
in your banner ads.”
How Heavy Clickers May Distort Your Results
A new report from Natural Born Clickers found that
70 percent of the Web community doesn’t click on things they
see online. That’s yet another reason why focusing
on exclusively on clicks may distort your results.
Researchers found that heavy clickers — defined as those who
clicked on ads at least four times per month, accounted for six
percent of the online population but about half of all clicks. Moderate
clickers — those who clicked on ads two to three times per
month accounted for 10 percent of the online population and 30 percent
of the clicks. While heavy clickers purchased five times as much
as non-clickers, they didn’t buy in direct proportion to amount
of times they clicked, the researchers found.
clicked per month
||4 or more
||1 or less
Source: Natural Born Clickers
Do You Know Your Vistors’ Return on
Most marketers track conversions, click-throughs
and the ROI for their major campaigns, but not many track the return
on their time. Only 20 percent of online marketers track the return
on time spent, according to Business.com’s Ben Hanna in a
recent Internet Marketing Report interview. By contrast, two in
five (40%) track their return on ad spending. One tip:
Try jotting down how much time you spend on each marketing task
during the day — look at it as your billable time the way
lawyers and accountants track their time.
Search Engines Penalize Sites With Slow
Web gurus have been warning clients for years that
the major search engines don’t look kindly at sites with slow
loading pages and now Internet Marketing Report among others
says it’s true. Google recently confirmed that load times
will be taken into account when it rates the quality of a landing
page under the pay per click (PPC) program.
Things to look out for? Bad links, too much script,
heavy images and flash.