20 May 2006

Not so average then ...

Yesterday I got a marketing newsletter which went on at some length about how poor response rates are on most websites - and this meant any action, including leaving personal details or making a purchase. The newsletter quoted an average response rate of less than 1%.

We think about that problem constantly - and we try hard to do better. I was pretty confident that our latest site was doing OK against the 1% average so I checked the stats this morning. That site is currently running a response rate - primarily people leaving their details against an offer - of 19% and it seems to have been fairly consistent over the last 2 weeks. We have some plans for split testing and improving that further, but the changes will be slow tinkering rather than radical revisions.

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