Case Study Results – 92% Of Marketers Guessed Wrong.
Posted by admin | Posted in Internet Marketing | Posted on 03-09-2010-05-2008
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I posted a Plenty of Fish Case Study yesterday. Check it out if you haven’t already. If you’ve already read it, and voted, it is likely you will be disgusted by the results. There were over 200 votes. Thank you to those fine young charming people who participated…I don’t have much to say to you others…sharpen up your act! I’ll forgive you this time. Next time you wont be so lucky.
Anywho…here is the distribution of the votes:
Here are the results:
You will see two CTRs side by side. This is because I created two identical campaigns, just make sure one ad wasn’t skewed for an odd reason.
0.60%, 0.64%
0.51%, 0.82%
0.89%, 1.11% - WINNER!
0.88%, 0.89%
0.24%, 0.39% – WORST
0.53%, 0.48%
Fascinating, huh? The animated ad that the majority of you voted for, got destroyed by an all text ad. The static image was the worst by far.
So why did the ad, “because you weren’t tall enough (blue)” win?
Well I think a big part of this has do with the placement of these ads.
The image ads look a lot more like ads, than the text ads. I’m guessing a lot of POF users are banner blind now. So the less ad looking an ad, the higher the CTR. There is, however, a fine line. I don’t think POF would be happy with you trying to trick users into thinking your ad is part of POF.
How many times have you bothered to reword the same idea?
“Because you weren’t TALL enough?” really out performed “Because of your height?” There was a difference of around 50% ctr. That alone, is enough to transform a losing campaign into a profitable campaign.
Red vs Blue?
It was close, nearly too close to call. The blue ads just scraped through. I’ve “heard” that red text always wins. Once again it depends on placement. POF = blue heaven.
Profit?
Spent: $43
Revenue: $93 (3 conversions at $31)
Profit: $50
Not bad for less than an hour’s work (results covered 24 hours worth of traffic). I was also bidding pretty high because I wanted to get enough data to report back with.
Final word
Once again, assumption has proved to be the devil. 92% of people guessed wrong. 68% were very far off. As for the other 24%, I wonder if they picked picked non-image creatives, just because they thought it was a trick question.
Whoever are the 8% that got it right, show yourselves! What was your logic behind your pick?
