Well it has now been a week since I setup an advertising account for Just Chat over at StumbleUpon. My initial intention was to allow the traffic to flow for a week, and then see how effective the traffic was by comparing it to a benchmark figure for the number of ‘Bounces’ the Just Chat homepage normally receives.
I categorised Just Chat under two categories – forums and matchmaking, and targeted the traffic to UK users only. Unfortunately it would appear that this targeting was too specific as I have received only 199 visits over the course of the week from StumbleUpon.
When compared to the organic traffic that Just Chat receives, it would be impossible to accurately determine the value of the traffic sent by StumbleUpon in terms of the number of homepage ‘Bounces’. Therefore my experiment is inconclusive.
I could adjust the targeting and remove the UK only restriction; however this would not be of particular value to me. The vast majority of advertising on Just Chat is geared towards UK visitors. Sure, I could get the extra traffic by reducing the targeting but this would be of less value as it would be far harder for Just Chat to generate any revenue from them.
So here draws a close to the StumbleUpon experiment – whilst I would certainly recommend the site to advertisers, it would appear that certain targeting conditions are not yet able to send a decent amount of traffic – particularly if you are targeting users from outside North America. It would be easy to get ‘traffic greedy’ and simply switch off the targeting – I know I would get a whole heap of visitors but they would be pretty much worthless.
There is no point advertising or paying for visitors unless those visitors are going to be interested in your site and stick around for more than a few seconds. The key to advertising is to obtain targeted traffic; visitor numbers are one thing, but visitor retention is the key.