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Wie Website-Tests der Online-Werbung helfen können!

10.04.2003


Verkaufsargumente für Online Werbung auf Basis valider Zielgruppendaten

Über Log-Files und Monitoring-Tools können Analysen über das Besucher-Verhalten durchgeführt und wichtige Erkenntnisse betreffend der eigenen Website gewonnen werden. Diese sind jedoch ausschliesslich quantitativer Natur und lassen wichtige qualitative Aspekte des Internet-Auftritts unberücksichtigt. Wer jedoch die Besucher sind, was Sie sich von der Website erwarten und wie sie den Web-Auftritt bewerten, bleibt offen bzw. unbeantwortet.

Aber gerade diese qualitativen Informationen wie beispielsweise soziodemographische Daten der Besucher auf Bereichs- oder Channel-Ebene sind für die Mediaplanung von großer Bedeutung und für den Verkauf von Online-Werbung wichtige Entscheidungskriterien. So können Website-Tests unter anderem folgende Erkenntnisse liefern:



Bewertung der Website aus UserInnen-Sicht: Gesamt-Bewertung und nach verschiedenen Aspekten wie beispielseweise Navigation, look&feel, Content, Benutzerfreundlichkeit etc.

Cross-Visitation: Welche anderen Sites besucht der typische Besucher meiner Website sonst noch?

Kanibalisierung vs. "on top": Erreicht man auf meiner Website nur die NutzerInnen meiner eigenen Printmedien oder auch andere Personen (Stichwort: Crossmedia)?

Werbemittel-Tests direkt am Trägermedium als Show-Case zur Evaluierung der Werbe-Effizienz abseits der Klick-Rate und zur Unterstützung bzw. Argumentation beim Verkauf von Online-Werbung.

Erhebung soziodemographischer Profile, Interessen, Surf- & Lifestyles der BesucherInnen meiner Website (pro Channel oder Bereich) zur Mediaplanung.

Interviewt werden die Besucher Ihrer Website im Untersuchungszeitraum, wobei mittels Random Selection jeder n-te Besucher zu einer Online-Umfrage eingeladen wird. Der Fragebogen wird in einem eigenen Browser-Fenster (Pop up) dargestellt und an das look&feel Ihrer Website graphisch angepasst. Ähnlich wie bei den Computer Assisted Web Interviews (CAWI) können auch hier die Zwischen-Ergebnisse in Echtzeit eingesehen sowie komplexe Fragestellungen mittels Rotierungen, Filter, Verzweigungen und Routing-Logiken abgebildet werden. Selbst Datamining- und Permission Marketing-Projekte können über dieses Instrument realisiert werden.

Mehr Informationen zu den Möglichkeiten von Website-Tests oder unsere kostenlose Studie "Online Werbung. the users perspective" erhalten Sie unter info@marketagent.com.

Mag. Thomas Schwabl | Marketagent.com
Further information:
http://www.marketagent.com

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