• A Human Face Improves Online Ad Clicks

    Featuring a human face in your online ad campaign significantly improves clicks and conversions as demonstrated by an A/B test conducted on LightReading .com.

    We ran an A/B test of online ads featuring an image of our editor vs. an image of the newsletter (asset).  For LR Mobile the ads featuring an image of site editor Dan Jones, received an 83% higher click rate than the newsletter image. We also saw a 100% higher conversion rate with the editor image even though both had the same landing page. The results were consistent when tested on the LR Cable brand.

    Here are the ads we ran:

    We used Light Reading’s proprietary ad serving platform and conversion data from our registration databases. The data was pulled together in excel. Sample report below.

    We applied this best practice when launching the marketing campaign for our 2011 Salary Report featuring the author of the report, Sarah Reedy, which has generated 3,000+ registrations to date.

    Zeke Howard currently drives Audience Development & Performance Marketing for UBM TechWeb at Light Reading, the world’s leading research-led media company serving the global communications industry.

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    A Human Face Improves Online Ad Clicks, 4.5 out of 5 based on 2 ratings
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