Conversion Rate from Download to Install. Funnel. Is this normal?

Hi,

I am new here and from reading through the forums I can see that there is a tremendous amount of knowledge and experience in this forum.

I have a bit of an issue that is proving to be very challenging and I thought of asking in here to see if I can get some insights.

First of all - an introduction about myself. I'm not a blogger - I own a small software company the develops and sells consumer and professional backup software. I won't mention the name here as I don't want this post to seem like an advertising post.

So .. my challenge.

I have an issue right now where I invest money in banner ads on reputable sites ( i don't believe that there is any click-fraud) and I am only getting 15% that download the product to actually install. I have a relatively good tracking system that can track most of these.

As an example - if I get 100 downloads then I only get 15% of those downloads that actually install.

I also created a funnel for a particular campaign I ran - I am attaching it to this post.

My question is: Is this type of conversion rate 'normal'? I find it hard to understand how-come so many people decide to download but then do not even try to install the product.

We don't have any reports from customers of having installation problems (we track installs by automatically opening a getting started page once the product installs successfully).

I am destroying myself thinking about this stuff .. I would love some insights if possible.