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Call To Action: Maximizing Clickthrough Rates In an earlier article, I described the "conversion process" in terms of five stages, and the associated objective at each stage.
You need to maximize your effectiveness at each stage in order to maximize your overall website efficiency. See the original article here: http://www.inetexchange.com/articles/efficiency.htm That was theory. Now lets talk about practice. So far, we have discussed some of the practical ways to increase awareness. In this article we will look at "Attraction", which is the problem of getting people to click on your banners, or links, and make their first visit to your site. Here are a few quick tips, and handy references to more information about maximizing your clickthrough rates. Choice of Wording FREE REPORT How to profit without lifting a finger. Click Here I don't know how you feel, but for me the landscape of the web becomes an eyesore with so many banner ads telling me to click here, there and everywhere. The fact is, however, that it works. Study after study reveals that those two little words are magic. Actually, it may be only one word: "click". Charles Sayers of The ClickZ Network conducted a little experiment in which he ran three versions of the same banner ad. Clickthrough rates varied dramatically depending on the choice of words.
Why is this so? Lets face it: everybody already knows that you need to click on an ad in order to get anywhere, right? Well, not necessarily. The population of Internet users is growing so quickly that at any moment there are many, many inexperienced users out there groping and clicking their way around web pages. However, that is only part of the answer. Mr. Sayer's experiment was conducted on the ClickZ website, which attracts a very sophisticated audience of experienced web marketers, so they were hardly unaware that banner ads needed to be clicked on. His experiment also demonstrates the power of a personal appeal for support, with a clear and unambiguous call to action. Not everybody agrees that "CLICK HERE" still works. According to Raymond Pirouz, maximizing clickthrough rates demands six elements.
You can read more about these things at: What is the most effective way to increase clickthrough rates?
FARTing on the Internet
Read the full article at: On Sale Now. Special Offer. Super Discount Flesh -- Ah, another old trick in the marketers tool box. Everybody knows that sex sells. But lets be honest: don't you find it somewhat annoying after a while? It is a vulgar ploy that is getting over used and is becoming increasingly less effective. Sometimes, it is patently ridiculous. For example, I recently saw a banner ad with fleshy images advertising an Internet hosting service. Mind you, the only reason that I knew that the ad was for an Internet hosting service is because I clicked on it !! The "clickthrough dilemma" Some Resources:
PAUL NEEDHAM Co-Publisher of Active Internet Marketing. Business Intelligence for Successful On-line Marketers Subscribe today to the free A.I.M Ezine. subscribe-Inet-Mailer@send.memail.comReach Paul via Email paul@linkmedia.com http://www.inetexchange.com/inet-mailer.htm Day Installing Ornamental Address Signs! 
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