New vs. returning visitors: Which group clicks more on ads?
There are relevant studies and findings on this topic, though direct apples-to-apples comparisons of ad click-through rates (CTR) specifically for the same ads on regularly visited (“familiar/loyal”) sites versus rarely visited (“new/unfamiliar”) sites are limited. Most research examines related concepts like site familiarity, banner blindness, ad repetition/frequency effects, brand familiarity, and contextual factors (e.g., location … Read more