In a new study by Eyeblaster based on data representing more than 2,000 campaigns and 29 billion impressions, research reveals what’s behind the ‘viewer to converter’ funnel.  Findings from Eyeblaster’s Analytics Bulletin, “Trends in Conversions” shows the process at which there is a drop off at every step within the consumer’s mindset, how the elimination of steps will drive higher direct response rates and why delayed reactions in the funnel are key to boosting conversions. From rich media, standard advertising to search, the ‘viewer to converter’ funnel tells the full story, giving marketers and advertisers insight on how to utilize the consumer’s path across search and display to capture response rates and effectively boost direct response performance through data capture within banners vs. on-site traditional conversions.Â
 

 

Highlights from the report:
- By removing a number of required steps within the consumer funnel, data capture within a banner (1.06%) vs. that of on-site (.20% and .51%), shows that conversion rates are 5x that of standard display and double that as rich media
- Global data shows that the inclusion of data capture within a banner is just shy of 8x more effective at addressing conversions than CTR, revealing that consumers are more likely to fill in a banner then click on it

- An analysis of a health campaign showed a jump from CTR (.10%) to in-banner submissions (.50%), showing a quadruple rise of in-banner submission vs. CTR.

- Consumers most often convert in a delayed response time, showing a delay between display exposure and the performance of search by as much as 3 weeks. A clicks decline, search is maintained over time.
For the full analysis and a multitude of insights, Download the Eyeblaster Analytics Bulletin.