Here's a novel way to increase your internet campaign's click-through rates: Remove the click through. The Brits at Tailgate have launched transactional banners in the U.S., which allow web users to click or type information right inside the little banner ad without leaving the original web page. For example, say a woman is reading iVillage and sees a banner for Oakley sunglasses. Inside the banner "box," the ad would show options, the user could click and scroll inside the banner, hit check-out, type in her credit card info, and go right back to reading iVillage.com or whatever.
Tailgate claims conversion rates to sales are 3 or 4 times higher than traditional banner ads, which require clicking through to another web site. Beyond sales, this is also an interesting application for lead generation online, where consumers can easily put in "send me more info" without leaving a web page.
We do see a problem with adoption -- the technology is a bit startling. "Look, honey, the web banner ad can take our credit card!" It may take a while for consumers to get comfortable and trust this easy-but-in-your-face way to buy online.
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