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Consumer trust key to success of online pop-up adverts

Published: 24-Jul-2015

Consumers will only click on trusted ads

Consumer trust dictates whether or not they will click on a retailer’s pop-up, according to new study published in the Journal of Retailing.

Marketing Professors Alexander Bleier and Malik Eisenbeiss designed a series of experiments to determine how trust in individual stores would impact their decision to accept or reject a personalised banner ad. Consumers were shown personalised ads based on their browsing history at the store and their responses were recorded. The pair published their findings in a new report, titled “The importance of trust for personalised online advertising”.

“For the more trusted retailer in our field study, we find banner click-through rates to increase by 27%,” the authors said. The pair also noted that consumers were more receptive to banner ads showing some of the items they had previously looked at rather than all of them. Discomfort with the level of intrusiveness were said to trigger this response.

In order to avoid a negative response to these ads, the authors suggest retailers gauge their customer’s trust before putting them into practice. Many consumers cited privacy concerns with the ads showing their browsing history, especially when regarding retailers that had not established their trust.

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