Is there a bank in Comcast Town? (Part 2)
Written by Shane Dark (contact - e-mail) -- June 3rd, 2009 |
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How did the cable provider Comcast try driving engagement with its brand and ultimately online conversion through social media?
As I continued my analysis from my last post on Comcasttown.com, I wanted to see how engaged Comcasttown.com visitors were and if the experience drove more online conversion on Comcast.com. Last time, I highlighted how Comcasttown.com integrated with Facebook.com. In this post I thought I would see if Comcasttown.com’s engagement is even close to Facebook.com engagement as well as compare it to Comcast.com engagement.
Comcasttown.com averaged 1.1 visits per person in March and a little over 3 ½ minutes per visit. These numbers suggest the site was more of a one hit wonder than an engaging experience. Compare that to Facebook.com which averaged nearly 17 visits per person and 17 minutes per stay for the month. This isn’t surprising when only 5% of the Comcasttown.com visitors registered on the site and only those that registered could truly interact with the virtual world.
OK, so this isn’t much of a surprise when comparing Comcasttown.com engagement to Facebook.com engagement, but how did Comcasttown.com compare to Comcast.com? Comcast.com attracted more repeat visits with 3.6 visits per person compared to 1.1 for Comcasttown.com. However, Comcasttown.com visitors spent nearly a minute more on the site checking it out. Unfortunately, visitors did not necessarily return to the site within the same month.
While Comcasttown.com did not reach very many consumers, 2.5% of those who visited the site, submitted an order for digital voice, internet, cable TV, or a bundle of those services on Comcast.com in the same month. This conversion rate was nearly 50% higher than Comcast.com’s overall conversion rate in March 2009.
While Comcasttown.com’s visitors aren’t very engaged on the microsite, they are interested in purchasing Comcast’s services online. I have to wonder though if it was worth the cost to develop the microsite and the integration with Facebook for the limited number of consumers the microsite reached.
This analysis was performed using Site Profile on Compete.com and a combination of Compete’s Marketing and Landing Page Effectiveness intelligence.
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June 4th, 2009 at 8:59 am
It was absolutely not worth it, but Comcast is hardly the first company to give into the hubris of thinking they can spend money on a shiny marketing trinket that will ultimately prove to have been a waste of resources. Where Comcast should be spending money is on improving the user experience at comcast.com!
June 4th, 2009 at 10:11 am
Uhh… What does a bank have to do with Comcasttown visitors’ engagement and activity on Comcast.com?
June 4th, 2009 at 2:29 pm
I was just trying to be cute with asking the question if Comcasttown.com is generating any bank (revenue) for Comcast in the form of orders for cable TV, internet access, digital voice, and bundles on Comcast.com. Overall, it doesn’t appear to due to the limited number of consumers visiting the microsite relative to the millions who visit Comcast.com.