Many are concerned about having their credit card information stolen in cyberspace and others are just uncomfortable with online purchasing. The bottom line is that unless you want to write off 21 million shoppers, you need to appeal to this segment as well, directing them to your toll-free number or to the nearest store where your goods are available. The Distribution Chain You need to remember your place in the distribution chain. Which a banner can easily do, and click-throughs are just icing on the cake. Steps to Take Don't panic if your click-through rate is low.
Online shopping is more likely to result in offline purchasing than online sales.
Besides, the click-through rate is even lower for billboards, print, and television. Perhaps 99 percent of those viewing your ad will not click on it, so the best bet for most companies is to clearly state your value proposition up front and burn your brand image into the viewer's memory. Tactics such as building curiosity are better suited to companies that depend on the web for sales. Do your research. It pays to know in advance the probable impact of your ads offline and online.