More detailed Compete data on post-click marketing impact: up to 30X

After reading Compete’s conclusion that post-click experiences are the key to competitive advantage in online advertising — something we’ve known for many years but are thrilled to have validated by an objective third-party study — I had to track down as much of their original research as possible.

On their blog, I found the original post by managing director Miro Kazakoff, Where Have All the Clickthroughs Gone?, that reveals two cases where competitors in the same market had dramatically different conversion rates based on their post-click experience.

The first compared data across 20 campaigns from wireless carriers. The results show that the top quartile does 515% better than the bottom quartile:

Remember, all of this is after they’ve already won the click. It’s what happens next that makes the difference.

Their second example was from the credit card industry, where campaigns to get respondents to start an application had a — get ready for this — 30X difference between the best performer and the worst: