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What in
the Blazes is an Exit Exchange?
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exit exchange services >>>
In this era
of diminished banner value, growing internet marketing expenses,
and a consistently expanding level of competition online, the need
for new means of generating affordable visitor traffic has resulted
in the creation of many a promotional resource. The exit exchange
is one such resource, creating an opportunity for much needed exposure
and branding for the startup web entrepreneur. Is an exit exchange
the tool your property has been waiting for? Let's explore the nature
of this all too often maligned resource.
What in the
Blazes is it?
Remember the
good, old fashioned banner exchange? The banner exchange has been
around nearly as long as banners themselves, and in the days where
visitors would actually take note and visit the advertised properties,
these exchanges played a strong role in the promotion of many a web
site.
A variety of
ratios were offered by different exchange networks, with the most
common being 2:1, or you show our banners on your site twice, we
will show yours once somewhere within our network. The other 50%
of available impressions were often relegated to the promotion of
the network itself, or sold to outside interests.
Enter the exit
exchange. With the advent of the java based pop up window, many web
sites took advantage of the opportunity to heighten value for advertisers
by opening an additional window upon arrival to, or exit from a site,
usually featuring information from an paying advertiser. With response
rates to banner ads on the downslide, the hope was that pop ups would
result in an improved reaction, and thus a higher potential revenue
from advertisers. The reality was a little different.
Though many
properties continue to make use of page load based pop ups, the risk
of doing so often outweighs their true value in achieving improved
advertising revenues. Reaction to pop ups by internet travellers
was inherently negative, often resulting in an immediate exit from
the property as a reward for creating annoyance within their ranks.
With visitor
acquisition, and satisfaction playing such a strong role in Internet
success, most customer savvy web businesses opted to discontinue
the use of pop ups as an advertising medium, although many continue
to use them as a means of bringing information of TRUE VALUE to the
attention of their clientele upon arrival.
But the pop
up junkies were not yet done with us. If the page load pop up was
too much of a visitor annoyance, why not load the ads when they leave?
The thinking was that at the time of exit, the visitor has accomplished
whatever they intended at your property, and therefore the annoyance
would be of less risk to your revenue base, while maintaining the
potential for advertising dollars. As an additional purported bonus,
pop ups loaded upon exit avoid the problem of screened site content,
an area of concern to those initially utilizing them upon page load.
Isn't this a fantastic idea? The correct answer here is... maybe?
Research indicates
a clear level of displeasure amongst Internet users with any advertiser
based pop up window, be it generated upon entry to, or, to a somewhat
lesser degree, exit from a property. To presume that the departing
guest is no longer of value is like telling every customer you serve
that you are only interested in serving them once, and have a nice
day.
The reality
is that no business can thrive without the all important combination
of repeat customer, and word of mouth advertising. As such, to deliver
a negative experience following a potentially positive site experience
otherwise should be weighed against the value of the inclusion of
the exit exchange. With the exit based pop up window forming what
is essentially your client's final impression, a clear understanding
of your visitor preferences, and their potential future value, must
be added into the equation.
There is without
a doubt a time and place for everything. Pop up windows upon entry
and exit continue to be utilized by thousands of site owners, and
have proved their value in specific circumstances.
The exchange
concept itself can generate a tremendous amount of payback for the
savvy webmaster. With a range of ratios available today, as well
as the multi-tiered models that allow credits for traffic generated
by other webmasters that sign up based upon your recommendation,
the concept itself can assist the newcomer to the market in establishing
their presence, and in ensuring their own online success.
Take the time
to research your options, and keep your visitors in mind throughout
your decision making process. As is true in life, moderation can
prove to be of ultimate value in business, and can make the difference
in its ability to profit today, and in the future.
Would you like to use this
article on your
site, or have it emailed
to you?
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