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"Of the total traffic generated by our ads, over 90% were first-time visitors to Eat24.com" Or a large proportion are browsing incognito. But what a great art

by rfergie 13y ago

"Of the total traffic generated by our ads, over 90% were first-time visitors to Eat24.com" Or a large proportion are browsing incognito. But what a great article!

erickhill 13y ago
Agree, great and refreshing article on HN for a change. They say "Not only did we drive tons of clicks and app downloads, we were able to reach a whole new market affordably and efficiently," but I wonder how many of those first-time visitors ever came back? Or converted into paid accounts... Did the new traffic pay for the cost of the marketing spend? Or perhaps that wasn't the point here and it was more a brand awareness campaign. If that's the bar, this sounds very successful indeed, particularly if you don't mind associating your brand with these types of images/ads. They didn't just stick a house ad in there, they embraced that community's ... appetite.
- PeterisP 13y ago
  The article states that they get okay rates of the 'porn-acquired' customers returning. Which is natural - for such services the big barrier is trying it out (instead of only considering the "default" takeout options that you already knew); if you get a good experience then you're likely to shop again at least occasionally.
PeterisP 13y ago
Umm, as they do delivery and accept creditcards, then they can be rather sure which orders are from new users and which are repeated. Unless they have amnesia. Just as Chrome says - browser incognito mode doesn't really work if you tell a website where you live and what name is written on your card.
- thedufer 13y ago
  "Total traffic" and "people who gave us credit card info" are two very different things, and they are discussing the former. They would only be able to disambiguate in the (presumably small) portion of people that went on to log in/sign up.
- gcb0 13y ago
  "already have my for-porn pre-paid CC out ... better use it for pizza as well" just saying. ...never paid for porn.
jseliger 13y ago
But what a great article! Yeah, I haven't ordered anything from them yet, but I do now subscribe to their RSS feed.
sltkr 13y ago
> Or a large proportion are browsing incognito. How many people really use incognito mode? How many people (outside the unrepresentative minority that frequent Hacker News) even know about the feature? I don't have the data to back it up, but my guess would be that incognito mode doesn't really throw off the numbers in practice.
- benologist 13y ago
  I use incognito mode ... the last thing I want is redtube being a permanent fixture in auto-complete, most visited, or anywhere else Google decides to leverage that information locally or otherwise, especially with all the stuff Chrome syncs across computers/devices these days. As a feature it's received tremendous publicity so I don't think it's safe to assume nobody uses or knows about it: http://online.wsj.com/article/SB10001424052748703467304575383203092034876.html http://online.wsj.com/article/SB1000142405274870346730457538... http://www.nytimes.com/2012/05/03/technology/personaltech/how-to-muddy-your-tracks-on-the-internet.html http://www.nytimes.com/2012/05/03/technology/personaltech/ho... http://www.smh.com.au/digital-life/digital-life-news/six-ways-to-guard-your-privacy-online-20130906-2t9f2.html http://www.smh.com.au/digital-life/digital-life-news/six-way... http://www.forbes.com/sites/larrymagid/2013/08/11/ways-to-help-reduce-the-chances-of-being-spied-on-by-the-nsa-or-anyone-else/ http://www.forbes.com/sites/larrymagid/2013/08/11/ways-to-he... http://bits.blogs.nytimes.com/2013/09/05/americans-go-to-great-lengths-to-mask-their-web-travels-survey-finds/?_r=0 http://bits.blogs.nytimes.com/2013/09/05/americans-go-to-gre... found most people tried to hide some stuff they were doing online.
  - dnautics 13y ago
    why stop at incognito mode? You could run an entire vm in a jail'd process. Or make a hidden user account with its own home directory (if you use a unix), etc, etc.
    - benologist 13y ago
      I will when that stuff can be done as easily as shift-command-n or right clicking a link and selecting open in incognito!

by rfergie 13y ago

"Of the total traffic generated by our ads, over 90% were first-time visitors to Eat24.com" Or a large proportion are browsing incognito. But what a great article!

erickhill 13y ago

Agree, great and refreshing article on HN for a change. They say "Not only did we drive tons of clicks and app downloads, we were able to reach a whole new market affordably and efficiently," but I wonder how many of those first-time visitors ever came back? Or converted into paid accounts... Did the new traffic pay for the cost of the marketing spend? Or perhaps that wasn't the point here and it was more a brand awareness campaign. If that's the bar, this sounds very successful indeed, particularly if you don't mind associating your brand with these types of images/ads. They didn't just stick a house ad in there, they embraced that community's ... appetite.

PeterisP 13y ago
The article states that they get okay rates of the 'porn-acquired' customers returning. Which is natural - for such services the big barrier is trying it out (instead of only considering the "default" takeout options that you already knew); if you get a good experience then you're likely to shop again at least occasionally.

PeterisP 13y ago

Umm, as they do delivery and accept creditcards, then they can be rather sure which orders are from new users and which are repeated. Unless they have amnesia. Just as Chrome says - browser incognito mode doesn't really work if you tell a website where you live and what name is written on your card.

thedufer 13y ago
"Total traffic" and "people who gave us credit card info" are two very different things, and they are discussing the former. They would only be able to disambiguate in the (presumably small) portion of people that went on to log in/sign up.
gcb0 13y ago
"already have my for-porn pre-paid CC out ... better use it for pizza as well" just saying. ...never paid for porn.

jseliger 13y ago

But what a great article! Yeah, I haven't ordered anything from them yet, but I do now subscribe to their RSS feed.

sltkr 13y ago

> Or a large proportion are browsing incognito. How many people really use incognito mode? How many people (outside the unrepresentative minority that frequent Hacker News) even know about the feature? I don't have the data to back it up, but my guess would be that incognito mode doesn't really throw off the numbers in practice.

benologist 13y ago
I use incognito mode ... the last thing I want is redtube being a permanent fixture in auto-complete, most visited, or anywhere else Google decides to leverage that information locally or otherwise, especially with all the stuff Chrome syncs across computers/devices these days. As a feature it's received tremendous publicity so I don't think it's safe to assume nobody uses or knows about it: http://online.wsj.com/article/SB10001424052748703467304575383203092034876.html http://online.wsj.com/article/SB1000142405274870346730457538... http://www.nytimes.com/2012/05/03/technology/personaltech/how-to-muddy-your-tracks-on-the-internet.html http://www.nytimes.com/2012/05/03/technology/personaltech/ho... http://www.smh.com.au/digital-life/digital-life-news/six-ways-to-guard-your-privacy-online-20130906-2t9f2.html http://www.smh.com.au/digital-life/digital-life-news/six-way... http://www.forbes.com/sites/larrymagid/2013/08/11/ways-to-help-reduce-the-chances-of-being-spied-on-by-the-nsa-or-anyone-else/ http://www.forbes.com/sites/larrymagid/2013/08/11/ways-to-he... http://bits.blogs.nytimes.com/2013/09/05/americans-go-to-great-lengths-to-mask-their-web-travels-survey-finds/?_r=0 http://bits.blogs.nytimes.com/2013/09/05/americans-go-to-gre... found most people tried to hide some stuff they were doing online.
- dnautics 13y ago
  why stop at incognito mode? You could run an entire vm in a jail'd process. Or make a hidden user account with its own home directory (if you use a unix), etc, etc.
  - benologist 13y ago
    I will when that stuff can be done as easily as shift-command-n or right clicking a link and selecting open in incognito!