Four Calculations That Determine the Profitability of Online Promotions
Calculation #4: Promotional page views divided by clickthroughs equals connect rate. The connect rate tells you how many prospects clicked on your banner ad and then successfully reached the appropriate site. By using this formula, you can see if your site has any technical difficulties in page loading or tracking. An ideal connect rate will be (or be near) one. That means everyone who clicked on the banner was linked to the targeted page on your site. A connect rate of 0.8 or less means only four out of five people who tried to connect were able to do so. Causes of low connect rates could include, for example, users hitting their stop or back buttons, as well as technical issues, such as your server timing out.
The authors call these four calculations “the minimum daily requirements for a company that wants to ensure that its site remains an important and vibrant part of its advertising, marketing and customer service efforts.”
Donna Loyle is a Philadelphia-based freelance writer and the former editor in chief of Catalog Success magazine, a member of the Target Marketing Group.