With focus on directing traffic to a news site, do you believe that the conversion should increase compared to direct traffic to your site?
Secret Escapes’ Marketing Director had his doubts:
“I can imagine that the ads will get a high CTR, but I would be surprised if the whole journey from ad via the editorial page on to the Secret Escapes homepage will provide more sign-ups per ad impression than traffic directly to Secret Escapes” he said. But then he added: “You’re welcome to prove me wrong”.
Therefore, we made a classic A/B test. Using the same media placement, we published both regular ads for Secret Escapes that went directly to their website, and alongside, our solution for native advertising.
“It is great to see the result. I think I have officially been proven wrong,” said the marketing director when the results were revealed
450% higher CTR.
25% higher conversion from click.
Total 567% more sign-ups.