Micro-Targeting is the Secret to Optimizing Popup Impact, New Experiment Shows

Pop-ups aren't dead as an advertising medium yet, however, marketers need to go beyond just targeting based on general interests. Micro-targeting is the key, as one company found out...

(PRWEB) July 9, 2004 -- Today, SitePoint revealed the results of its recent survey of popup effectiveness. The report showed that, at best, just 50% of popups are ever viewed. As such, targeting has become the key to optimizing the impact of these marketing tools.

The SitePoint statistics showed that in June 2004 the number of popups blocked was roughly equal to the number opened. Said SitePoint COO Matt
Mickiewicz, "The proliferation of popup blocking software, and the poor reputation that popups have suffered as a result of abuse by ruthless online marketers, has made it more difficult than ever to get results using this form of promotion."

In response to these figures, SitePoint.com re-targeted its suite of popups to offer users content that was more relevant to their particular needs. As Mickiewicz explained, "We optimized the popups according to the interests of individual visitors, based on their usage of SitePoint.com. Rather than assuming they were interested in Web Development, we now target pop-ups down to an individual technology level (i.e. PHP or ASP.NET) based on site-usage."

The experiment proved extremely successful. Since the inception of the new targeted promotions, SitePoint's popup conversion rates have more than doubled. "By closely targeting the offering to the user, we've made the most of the opportunity that popups provide," Mickiewicz added. "Instead of bombarding users with irrelevant offerings, we've provided them with an obvious path to follow, based on the interests they already have. We'll now focus on honing each promotion to ensure they remain as appealing as possible."

Want to find out more? Contact:
Matt Mickiewicz - matt (at) sitepoint.com
604 716 4638 (West Coast)

ABOUT SITEPOINT
SitePoint.com is an online magazine and book publisher for professional Web Developers, Freelancers and Web Design Firms. The SitePoint.com Website reaches 1.2 million unique visitors per month.

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