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.  " (IDEO , PeopleSoft , brandchannel , and Kidbuilding  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.
Maybe it is the friendly people and smiling faces that
draws readers in. These faces serve as icons and to reassure that there
are humans behind the number. Compare these faces with the faces that light
up as readers pass over the anchors in Adaptive
Path  .
Or maybe it is enticing copy. Note that like Earthtrends , Bankrate uses entire text lines as an anchor. Like other magazines and newspapers such as A List Apart , BBC , and USA TODAY  each text anchor is a headline designed to entice readers:
Note that Bankrate, like USA
TODAY , uses common icons to lead to certain categories. This
may be an aid to readers, but unlike FirstGov's
 and BBC's  icon usage, is aimed
at adults rather than children.