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Banners best format for online customer retention
AucklandMay 14, 2007Mark Evans
A team from Chicago University's Business School analysed the effectiveness of the lowly banner in acquiring and retaining online customers. Their findings were, according to MarketingVox, that banners are more effective than email and popups at retaining online customers and encouraging them to make repeat purchases.
The study also concluded that click-measurement or simply measuring initial-transaction response significantly under-reported the banner ad's effectiveness. Tracking user behaviour over time and over multiple transactions showed much higher levels of banner effectiveness.
So there's life in the old banner yet!
Posted on May 14, 2007 - 04:19 PM
A team from Chicago University's Business School analysed the effectiveness of the lowly banner in acquiring and retaining online customers. Their findings were, according to MarketingVox, that banners are more effective than email and popups at retaining online customers and encouraging them to make repeat purchases.
The study also concluded that click-measurement or simply measuring initial-transaction response significantly under-reported the banner ad's effectiveness. Tracking user behaviour over time and over multiple transactions showed much higher levels of banner effectiveness.
So there's life in the old banner yet!
