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More Humans Means More Conversions by Augustine Fou


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Real data that shows irrefutable correlation between more detected humans and higher conversion rates.

Published in: Marketing
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More Humans Means More Conversions by Augustine Fou

  1. 1. August 2015 / Page 0marketing.scienceconsulting group, inc. Dr. Augustine Fou More humans/less bots means higher conversion rates 0% 5% 10% 15% 20% 25% 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 0:00 12:00 Average 7% conversion rate Average 16% conversion rate 24% confirmed humans 40% confirmed humans Also notice that the lowest conversions happen between midnight and 3 am (when most humans are sleeping); most conversions happen during waking hours. ConversionRATEHumans(blue)vsBots(red)
  2. 2. August 2015 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou And Premium Publishers Have Lots of Humans/Few Bots confirmed humans 77% overall average confirmed bots 2% overall average declared / search bots 1% overall average Note that 1% confirmed bots does not mean 99% humans; and vice versa 87% humans does not mean 13% bots. Using a deterministic approach, there are visits that cannot be sufficiently, accurately labeled and hence are marked uncategorized.
  3. 3. August 2015 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou So What? “If you’re an advertiser looking for returns on your ad spend, buying ‘premium’ from publishers who have great content that real humans want to read is the way to go. Then you don’t even need to worry as much about “viewability” because what matters is if the ad is shown to humans (not bots) so it CAN convert.” -- Dr. Augustine Fou
  4. 4. August 2015 / Page 3marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou – Independent Ad Fraud Researcher “I research ad fraud, and specifically bots, so I can advise clients on how to detect and mitigate the various forms of fraud. This has the most direct impact on the ROI of their digital marketing programs.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: