A lot of numbers in this one – but very important. I’d also LOVE your comments on my findings (and even more questions) below:
On July 15, I wrote of a little experiment I was running. You can read the full details (and reasons for the test) here. I also promised to give you some numbers … so here they are:
On the mailing in question, we had a very decent 17% clickthrough rate. I’d be very happy with that every time in email campaigns. I feel this was a nice sampling to pull numbers from.
On terms of affiliate link to non-affiliate link, 1.7 clicks on the affiliate link (2nd click) to every 1 click on the non-affiliate link (1st click).
Yes, some people just click on the first link they see without reading. I understand that.
But, that was almost one out of every 3 clicks. I might run a similar test with my link first but … fascinating none the less.
And, remember I never told that list I was running this test – we might “expect” more on the Blog post numbers but not here …
So, how did the Blog test do? Worse.
It was almost 1.5 clicks to my affiliate link to every 1 click to the non-affiliate link.
I.e., 33% of my clicks lost me money when I let them know the option for me to lose money was there.
Yes, this audience knew what I was doing, so I’m sure there were plenty of clicks to the non-affiliate link just to see what it did, so I won’t pound these numbers into the ground – but they are fascinating none the less.
How did this do with the (commented) predictions posted in the previous post?
Sid suggested 82.5% would click on my affiliate link.
Marc suggested 90% would click on the first link because it was, simply, the first link.
Rory said 64% link #2 (my affiliate link).
Garrett was the other side of Marc with 90% on link 2 – because people “like” me. Thanks for the kind thought, Garrett.
Marcus said 69.3% on the affiliate link.
Richard agreed with Garrett.
Marcus wins the Dr. Horrible purchase on iTunes. I’ll be emailing you soon buddy.
So, what does this all mean … ?
First of all, double-digit losses in any form need to be given serious attention. The idea that a third of my audience might go another way simply because I gave them the option to do so doesn’t set well with me. You?
And remember, this isn’t people choosing not to buy this is (at least appears to be) people saying “yes, I’m interested in your content but I don’t wish for you to profit from the service your providing for me.
Or am I misreading this?
Is there a subconscious element to online users who don’t like people making money from them? Is there some crazy disconnect that makes them willingly go the path of making sure you don’t profit? Would they do it with “big guys” if they felt empowered to do so? Perhaps does the majority of the online user base simply feel used – and this is there way of “using” someone back? Is this the behavior we see in the hatred for Microsoft and the open source movement?
Perhaps we have an audience that doesn’t consume our content the way we want them to? Was Marc right, is it simply we need to give people better directions?
Is “full disclosure” a good thing, or a marketing mistake? Would ANY industry survive with a “I only want to make money from the people who want me to make money” attitude? Harsh question, but it needs to be asked. What’s your answer?
I’ll be chewing on these results for awhile and will be certainly testing some more.
I’d love your thoughts …