Bizo: Businesswomen click B2B ads, businessmen convert
While women deliver a higher click-through rate than men – 23% higher – men are more likely to take an action after clicking a B2B ad – 53% more likely than women.
Bizo CEO, Russell Glass, told Adotas that one of the reasons men are more likely to take action after clicking a B2B ad is that they hold more decision-making positions than women.
Occupation and industry also appear to play a part in likelihood to click and convert. While those working in publishing, accounting and pharmaceutical industries were likely to click on B2B ads the most, it was those in business services, media, hospitality and advertising industries that were most likely to take action.
In addition, those most likely to take action were in C-Level, I.T., and marketing roles.
“This data confirms what most sophisticated marketers have come to realize – click-through rates alone are not a good way to measure the success or failure of an online campaign. Clearly there are other factors at work,” said Glass.