Using Web Banner Ads to Promote Library Services and Collections

Abstract

In light of new strategic planning documents and findings from a recent LibQUAL+™ survey, a new type of measurement was needed to measure Web site success. This session explores one way to measure web site success by utilizing online banner ads and web conversion rates. In particular, the session provides web and electronic resource librarians with ideas for further research into a more strategic application of e-metrics as it relates to marketing and promotion of resources.

As of this writing, the literature stream about utilizing web conversion rates to measure the success of a web site in light of strategic planning, LibQUAL+™ findings, and web metrics does not exist. This session will present a case study of how one academic library is using online banner ads to promote and market library services and resources. Attendees will learn about web conversion rates and how it can be applied to improve and optimize site traffic, content discovery, and awareness of library services and resources. In particular, it provides web and electronic resource librarians with ideas from the presenter and audience for further research into a more strategic application of e-metrics as it relates to marketing and promotion of resources.

Attendees will learn about conversion rates and how this concept can be applied to the academic library web site. In particular, it provides web and electronic resource librarians with ideas from the presenter and audience for further research into a more strategic application of e-metrics as it relates to marketing and promotion of resources.