Average Conversion Ratio
| Impressions | 1,000,000 |
| Response rate | 0.50% |
| Lookers | 5,000 |
| Look-to-buy* | 2.00% |
| Buyers | 100 |
| Conversion Ratio | 0.01% |
| Source: Aug. 1999 ICONOCAST
Inc. * Jul. 1999 Forrester Research Inc. |
|
Conversion Costs
| Marketing Medium | Click- thru | Conv. among Clickers | Overall Conv. | Conv. Cost |
| Banners | 1% | 1% | 0.01% | $100 |
| Direct Mail (purchased list) | N/A | N/A | 1.00 | 80 |
| Direct Mail (house list) | N/A | N/A | 1.00 | 40 |
| Permission E-mail (purchased list) | 10% | 10% | 1.00 | 20 |
| Permission E-mail (house list) | 10-15% | 10% | 1.00 | 5 |
Source: Oct. 1999 IMT Research
