‘Ad fatigue’ is one those unfortunate facts of life that online marketers have to live with. Serve up 1,000 display ads and maybe somewhere between one and ten people will be curious enough to click through. The rest – the overwhelming majority – will simply go about their business, probably more or less oblivious to the little rectangular display boxes that are constantly vying for their attention.
You can of course take steps to push up the average click-through rate – either discreetly by making the ads more relevant and contextual, or rather more overtly by using techniques such as re-targeting.
But let’s step back for a moment and look at the bigger picture. As an online merchant, your goal is to sell more products. In order to do that you have to bring people to the site, so you spend a large chunk of your marketing budget on ads and experiment with techniques to boost the number of people who click through.
And ultimately if you have a conversion rate of, say, 1% - increasing the click-through rate will feed through to higher sales.
However, that’s not the only strategy at your disposal. Once the display ads and affiliate sites have done their job of bringing people to your home or landing page, you can also boost sales by taking internal steps to boost the conversion rate itself. Continue reading