6 ms·
In the case of Fandango showing an interstitial ad when attempting to check out, I can't imagine that wouldn't hurt conversion, and I can't imagine that convers
by baddox 10y ago
In the case of Fandango showing an interstitial ad when attempting to check out, I can't imagine that wouldn't hurt conversion, and I can't imagine that conversion wouldn't be one the key metrics they would test with. I would guess it's more just a lack of care. Someone said "we need our website to make more money" and someone else said "okay, I hear that ads are for making more money."
- ssharp 10y agoIt could be that the ads are making more money than they're losing from conversion decrease.
- dspig 10y agoyes, they are already targeting someone who will buy stuff from them.
- patmcguire 10y agoIt's probable that there is no grand strategy, but it might make sense if their model finds you unlikely to convert and the conversion price is very low. It's not necessarily flat per movie, they may be losing money on that one as part of a package deal.
- sparky_z 10y agoWell, presumably they're reselling these tickets on behalf of the theaters which get the bulk of the revenue. It's possible Fandango takes no margin on the tickets sales and just makes money on the ads.
- greglindahl 10y agoThat's a classic problem for understanding these things: If you don't know how the money flows, you have no idea how to second-guess what's best.
- Spooky23 10y agoThey take a fixed fee per ticket. It's a good model. Like most ticketing operations, they've built a niche monopoly. If you want to buy tickets online, they are usually the only game in town. If the obnoxious ads annoy you, their attitude is basically "fuck you, drive to the mall and miss your movie".
- asdfasdfa11112 10y agoThis is called a "moat". Build it for your company, it's a good thing for an entrepreneur. To be significantly successful, you need to stop thinking this way. Start thinking about what benefits you & your company. It may seem like contempt for the consumer, and perhaps it is. But it's also possible the consumer is irrational and you can benefit in the short and long term. I work in marketing, and have seen scant evidence for the value of a "brand". It's mostly branding people making an argument that comic sans devalues our brand, whereas the data clearly shows it doesn't. The "long term harm" argument is indistinguishable from "i know better than you and I want it this way." It may be true, but it's unprovable.
- _eht 10y agoThis actually makes a lot of sense.
- Angostura 10y ago> I work in marketing, and have seen scant evidence for the value of a "brand" To what do you attribute the success of, say Coca Cola, rather than generic cola? Price and a good distribution network? Surely brand must contribute a little.
- asdfasdfa11112 10y agoI don't know much about how branding works at that scale. But I don't think it's very effective for small/medium companies, and can be quite a money sink. In nearly every SMB branding exercise/project I've participated in, the need for a brand, and the benefits it provides, are entirely limited to the egos of the employees.
- taeric 10y agoThe cynic in me:. It is a great natural rate limiter to keep from too many customers seeing sold out while progressing directly through the process.