Which countries click on banners?

We do have banner campaigns spanning accross all European websites of my company. They are done centrally from one place – same image, same text (just translated), same message. What kind of differences in clicks on the banners would you expect from the countries?

I was really surprised to see how different results are – it can be as big as between 0,2% for one country and almost 2% for the others. It seems like there are two sources of these differences:

  • internet adoption in the country – especially for countries early on the path to use Internet – Serbia, Bulgaria, Africa (all coutries but South Africa), Ukraine and some others.
  • cutural implications – more difficult to judge and measure – things like:
    • attitude toward marketing and advertising. Some countries (e.g. eastern europe ones – Hungary, Poland, Czech) don’t trust advertising and therefore are not assuming that banners lead to relevant countries. This results in lower clickthrough
    • how focused people are – some countries don’t mind distractions and are more eager to choose different path by clicking banners (I’ve seen it in Turkey).

The differences of ClickThrough for same banners can be really astonishing. You see others factors? DOn’t agree with my remarks? All coments welcome!


2 comments so far

  1. carl on

    The clicks on banner of close to 2% are hard to imagine. Interesting also to see what influences results for countries outside of Europe… Thanks for interesting post!

  2. rachel on

    hey, i agree 100%. good idea\’r!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: