[3] Bankrate Official home page.2004. <http://www.bankrate.com/brm/default.asp> (efferent) |
|||
|
This site won a 2003 Webby Business Award for sales lead generation/ increased sales. The judges cited a high increase in the click-through rate: "Total revenue is 31% higher than the third quarter of 2002, which is comprised of a 9% increase in graphic ad revenue, a 57% increase in hyperlink (rate table listings) revenue, and a 38% increase in print publishing and licensing revenue. [117] " (IDEO [24], PeopleSoft [53], brandchannel [5], and Kidbuilding [31] also won 2003 Webby Awards.) It is beyond the scope of this paper to determine reasons for the popularity and usefulness of these anchors, but as the click-through rate is high, something must be enticing readers to trigger the anchors. Like Adaptive Path [1], Bankrate has a multiple melange of anchor styles, from a drop-down menu to icons to text links to linked titles to popup banner type links.
Or maybe it is enticing copy. Note that like Earthtrends [12], Bankrate uses entire text lines as an anchor. Like other magazines and newspapers such as A List Apart [2], BBC [4], and USA TODAY [65] each text anchor is a headline designed to entice readers:
Icons
Note that Bankrate, like USA
TODAY [65], uses common icons to lead to certain categories. This
may be an aid to readers, but unlike FirstGov's
[18] and BBC's [4] icon usage, is aimed
at adults rather than children.
|