UKNM: The Double Click Delusion

[John Braithwaite]

I wonder whether some of the discrepancies between banner 'clicks' and

actual visits could be due to a couple of other issues:


1. There have been several sites where I have responded to a banner - on

clicking the banner the connection has failed and I never made it through to

the advertiser (a criminal error if there was one to be made!). Usually this

is because the company holding the banner has got a slow ad server(s)

(Anyone prepared to give a better explanation for this one?). Annoyingly

this mistake has been made by some of the higher traffic / profile sites.


2. Sometimes I have clicked banners and then changed my mind / got a phone

call / thought better of it and pressed the 'Stop' button on my browser

before the connection to the new site has been made.


Either way - if there is no visit - this shouldn't really count for the

advertiser. Does a store get excited by people looking in the window of a

shop after closing? Or just passing by? Surely you want people to actually

experience it - and hopefully make a purchase. 



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