Ian Orekondy twitter.com/iano1000 1
December 31, 2009
How Did The FDA DDMAC’s April 2009 Paid Search Warning Letters Impact Pharma Brand Website Bounce Rates?
Plus, 2008 and 2009 pharma benchmarks for bounce rate, time on site and average pageviews.
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Januvia.com• Bounce Rate: 58%• Time on Site: 130 seconds• Search as % of Traffic: 35%
Following initial increase, bounce rate returned to pre-FDA
Warning Letter levels
2008 – 2009 Overall Site Bounce RateSource: Alexa.com
FDA Warning Letters on Paid Search Text Ads – April, 2009
3
Lexapro.com
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• Bounce Rate: 53%• Time on Site: 166 seconds• Search as % of Traffic: 48%
Bounce Rate similar to pre-FDA Warning Letter levels
2008 – 2009 Overall Site Bounce RateSource: Alexa.com
FDA Warning Letters on Paid Search Text Ads – April, 2009
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Crestor.com• Bounce Rate: 56%• Time on Site: 160 seconds• Search as % of Traffic: 36%
Bounce Rate similar to pre-FDA Warning Letter levels
2008 – 2009 Overall Site Bounce RateSource: Alexa.com
FDA Warning Letters on Paid Search Text Ads – April, 2009
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Cialis.com• Bounce Rate: 54%• Time on Site: 136 seconds• Search as % of Traffic: 40%
Bounce Rate similar to pre-FDA Warning Letter levels
2008 – 2009 Overall Site Bounce RateSource: Alexa.com
FDA Warning Letters on Paid Search Text Ads – April, 2009
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PurplePill.com• Bounce Rate: 58%• Time on Site: 119 seconds• Search as % of Traffic: 46%
Bounce Rate lower than pre-FDA Warning Letter levels
2008 – 2009 Overall Site Bounce RateSource: Alexa.com
FDA Warning Letters on Paid Search Text Ads – April, 2009
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Conclusion:The April, 2009 FDA DDMAC Warning Letters on Paid Search have not significantly
impacted bounce rates for pharma brand websites that have substantial search engine marketing campaigns (at least 35% of traffic from search engines).
Do you agree? Disagree?Want to learn more about Pharma SEM benchmarks?
Join the discussion at our Posterous Blog:Pharma Search Social Mobile
And follow me on Twitter at http://www.twitter.com/iano1000
December 31, 2009
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