I don’t know about you, but I almost never log out of a web site. Sure, if it’s my bank or something else really sacred, but otherwise, I just navigate away or close the browser tab.

Seriously, does anyone log out?

Apparently a bunch of people who use my company’s subscription content site do.

I was casually browsing our sites popular pages in Omniture a few weeks ago and was surprised by how many page views the log out page was getting. It’s a simple page, with nothing on it:

So I figured we should slap an ad tag on there and see what happened. I had a good feeling the ad would work well there because: a) I could make it huge. b) It was going to pretty much be the only thing on the page. c) It would appear when people were finished with our site, a seemingly perfect time to catch them between tasks.

So far, it seems to have worked! It’s still early, but the ads delivered on this page are outperforming display ads everywhere else on our site.

It pays to watch metrics trends. This was an easy win that took practically no time or resources to pull off. Do you have a log-out page, just sitting there doing nothing?

Tagged with: advertising • online

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This entry was posted on Tuesday, June 9th, 2009 at 5:28 pm and is filed under Marketing, Publishing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.