Peter’s posted an interesting post over at The Blog Studio on blog design and Ad CTR. Peter’s done a few blog designs lately and has found that in designing blogs to incorporate ads that the blogs have seen significant boosts in conversion.
‘What neither client expected though was that their click-through percentage jumped – dramatically. Not only were more people coming to their sites, but more (many more) were clicking on their ads. We’re talking about significant, sustained double digit growth. One client recouped the cost of his redesign investment in a single week.’
This sounds a little like Peter’s selling himself here (and I’m sure to some extent he is) but I know of one of the bloggers that Peter is referring to and they’ve also told me about their increased conversion since the redesign also.
In chatting with Peter this afternoon via Skype about what he’s found I’m fascinated and pleased by his.
I’m fascinated (or maybe it’s a bit of surprise) because one of the things that often comes up when I talk with bloggers is that it’s often their ugliest blogs that have the best CTR. Slapping ads front and centre on a blog without much thought to design can certainly get them attention and as a result clicks – but at what expense?
I’m also pleased by what Peter’s found because 2006 is a year where I’m going to be working on new designs for my blog. I’ve already penciled in some time with Peter himself to get some work done with him on one of my blogs and am eager to find out what impact it will have, not only on ad performance but more importantly to me reader loyalty.