Matching landing pages with ad position - eh?

More and more, I'm finding myself turning into a numbers geek - testing conversions, click-through rates, visitor value etc. It's fun, and more importantly, it's worth the effort because you can see how little changes can impact your bottom line.

In my latest test, I wanted to find out which link in my email newsletter attracted the most clicks.

When I sent my newsletter last Friday, it contained good content and also a soft sell for a product I'm promoting.

The newsletter contained 3 identical ads for the product:

- one at the very top of the newsletter under the newsletter's title and date of issue

- one in the middle of the soft sell for the product

- one at the end of the soft sell for the product

The number of click-throughs was 9% for the mailing which wasn't too bad for a Friday.

41.2% of the clicks came from the link under the top title/date of issue

33.3% of the clicks came from the link in the middle of the soft sell

25.5% of the clicks came from the link at the end of the soft sell

This is valuable information for me because it tells me that most people who click are doing so before they've even read the soft sell. And that's a bad thing because the landing page doesn't do much selling of its own.

Anyway, I hope this helps.

Test, test, test!

Cheers

Neil