 | Lies, Damn Lies & Conversion Rates |
Ok, it’s taken all of 48hours form Mr Chilled & Grumpy to revert back to Mr Grumpy. That’s in part to a skip delivery at 7.30am and then no builder delivery at 8.30am as scheduled - they’ll now be here to fight the mutant garden spiders (a blog to come) on Thursday.
However, the loss of chill factor is mainly attributed to a merchant trying to convince me to promote them because their conversion rate is around 73%!
Now let’s for a minute assume the merchant isn’t telling porkies, my personal feeling is that they are, what exactly does this 73% conversion actually mean?
It means nothing!
So why is this stat not making me jump on board the bandwagon of promotion for this bingo merchant?
1. Conversion could mean click to registration, but I don’t get paid for that… so it’s meaningless!
2. Conversion could mean registration to depositing players.. making the CR highly questionable!
3. It doesn’t tell us where conversions come from. E.g. Email, PPC, Cashback etc. or timescale!
4. It doesn’t tell us if those conversions generate commission!
5. It’s not my site!
And (5) is the key point here.
Just because Fred & Brenda’s Bingo Emporium is converting well for a particular merchant doesn’t automatically equate it will do well for another affiliate, and I really wish affiliate managers wouldn’t waste my time with pointless unqualified stats.
Fred & Brenda may only promote one merchant, they may have a bought in list of bingo players, they may be SEOed in a specific position and they may even be PPCing…. another affiliate may not be doing the same, and therefore their conversion is likely to be different.
Without qualification, statistics and conversion rates are just fancy numbers that mean nothing!
So What Do I Want To Know?
Firstly if I’ve been promoting you for sometime, I’ll have an idea of how well you convert for me. As mentioned in my previous blog there’s a pecking order, so all I want to know is… what you have available for me to consider promoting you more.
Perhaps a solus email creative did well, how about suggesting I use that?
Perhaps you’ve started a new competition or promotion, how about suggesting I write some content?
Perhaps you’ve figured out xml jackpot feeds, tell me about them?
In fact tell me anything useful so that I can promote you - the only figures I’m interested in are my conversion rates and the amount of ££’s that they generate.
on May 19, 2008 at 8:47 pm Dio wrote:
Yeah, absolutely. Had one the other day claiming it was the #1 and #2 converting bingo site out there. I’d tried the one brand once in the past, and had trouble get a fraction of the conversion rate they were claiming. I’ve tried them again and their new brand, and frankly, what a waste of time. Top converting? Maybe for someone who outranks them for their own brand name, but not for me.