Comments 7

  1. I’ve seen Shopping campaigns do well when you use a Custom Label to identify an attribute–like color–that might affect CTR, even if it doesn’t have any other effect. If the gray garment does okay, maybe the bright blue version catches more attention, right? Many of these even had the same landing page (with another variant selected).

    You should be able to detect these kinds of magnet products based on their performance within the campaign, as long as they’re being surfaced to begin with. All roads lead to Value per Click, after all.

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      Author

      Roy: If the gray garment does okay, maybe the bright blue version catches more attention, right? Many of these even had the same landing page (with another variant selected).
      Rishi: Yes, that would work too. But the magnetic power of unexpected shapes is so powerful (even if people will not actually buy them). CTR is a really important and often underappreciated metric.

  2. Eye catching does not always result in conversions. I may search for fans, but see a totally unrelated image for a 4K TV. It grabs my attention, and may even result in a click-through, but again, most likely it will not result in a conversion (sale). I’m always amazed at the human mind, and apparently, how easily distracted we are!

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      Hi, Jim. Valid point about how eye-catching doesn’t always work. A big part of our browsing/shopping behavior is subconscious. We actually can’t even articulate our desires (Dr. Eric Von hippel). In that subconscious mode the “anchor product” can play a role. But this is just a theory for me at this point. I’ll be running more A/B tests to better understand it. Thanks for your input.

      1. Yeah, I work around that risk by using Revenue per Thousand Impressions (RPM) as my main ad copy metric. That way, changes in CTR and CR are accounted for, and the three-letter-acronym is a good one. 🙂

  3. Rishi, I think you are asking two questions? Well maybe not. You asked what catches my eye? Not what makes me convert…two entirely different goals. My eye was caught FIRST (before I was thinking) by the darker fan (likely due to the difference in contrast) SECOND by the series of cool fan images…I personally NEVER considered the copy and or type, but I didn’t type in the search text, so I didn’t have the context, or mindset that would come along with that act. So while valueable to gauge the eye track…to go much further, I’m not sure this test is accurate.

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      Author

      Right, I just wanted to know what caught your eye. I didn’t consider the copy either when I saw the result set. Thanks for your input.

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