Head of Targeted Advertising Department Groupreading time - 4 minutesOctober 2022As a rule, when preparing an article, it is not recommended to add links in the middle of the text. It is believed that the reader will understand that he is dealing with an advertising publication, even before he has time to become interested in the product or service. While "Seamless transition" (NativeScroll) directs the user to the site only after he has completely read the article. At the same time, payment for reading to the end allows you to spend the budget on attracting only the relevant audience.
But to test this digital myth, the ArrowMedia team decided to compare the effectiveness of link placement in the text. For the test, we prepared two publications in Pulse, promoting business-class properties worth from 27 million rubles. The first one told how you can save money if you buy an apartment with finishing from the developer. The second one - why apartment prices will not decrease in the near future. In each of them, we added links to go to the site by text and NativeScroll at the end.
As a result, 43,274 users opened the article, 35 times fewer conduit cn mobile number database users followed the links in the middle (conditionally free traffic) than the label at the end of the text. The conversion was 19.2%.
Despite the significant advantage, users who followed the label in the article demonstrated better traffic indicators compared to those who got to the site "seamlessly":
failure rate: 34.26% vs. 69.32%;
Page views: 5.90 vs. 2.68;
Average session duration: 00:02:48 vs. 00:01:27.
In total, we received 2 target leads from the placement of materials and the channel participated in a chain of 563 associated calls. This shows that Pulse fully justifies itself not only as a brandformance . Most of the target and associated leads were received from those who read the article to the end: users who reached the end have a more pronounced interest in buying. But we do not recommend completely abandoning the share of traffic from links in the text, since it works to warm up the upper part of the funnel, increases the weight of the brand and replenishes the "New Audience" segment.
Of course, not only the correct placement of links affects the performance result. Therefore, we have prepared several recommendations that will help increase reader interest.