SOI versus DOI (5)
Hi All,
I notice that a lot of the time a much higher payout is offered for Double Opt in as opposed to
Single Opt in on the same offers. I assume then that Double Opt in doesn't convert as well.
Are there any stats out there for DOI conversions rates as opposed to SOI rates? Is the
feeling that its worth a try or is DOI known to be a loser from the beginning?
I'm thinking mainly about mobile here, but will be interested in any feedback on
rates on Desktop as well etc.
Thank you in advance,
Mark
DOI payouts are higher than SOI payouts because the conversion point happens later.
SOI: single opt-in --> conversion happens on the first page
DOI: double opt-in --> converison happens on first page + user needs to confirm his email address by clicking on a link in 'welcome-email' that he received
So yes DOI has a lower CR than SOI, hence the higher payout. Best thing you should do is A/B test SOI vs DOI campaign and then see where you get the highest eCPM
Thanks Christoph,
I assume then that the conversion can take a few days to register given that the user has to confirm the email, so this should be taken into
consideration when testing?
In theory, yes.
But my experience is that it wouldnt take long for a conversion to register. If it does - it would probably mean that the quality of the lead isnt great because if someone is interested in the service (or whatever it is) of the offer then he will follow up and confirm his registration without waiting.
DOI offers can have 3 times as high payout as SOI offers, the most extreme I have seen was a german dating offer - $2.20 on SOI, $11 on DOI 
The original concept of a DOI flow was just adding the email confirmation. These days, advertisers often take it further and require a more complicated 2nd step - for example creating a profile, uploading a profile picture, sending a message to another member ... the more complicated the 2nd step, the higher the payout and the worse the CVR
A traditional easy flow DOI offer can convert about 60% of the initial SOI leads, so out of 100 soi registrations, 60 would confirm - this is almost never the case these days. You can consider yourself lucky if you reach 40%+, but usually its 30% +/- The better you target, the better the % will be. This is also the key when deciding whether to go for the DOI or SOI version. So if you are good at targeting, don't use too misleading creatives etc ... go for DOI, you will also have less quality issues than with SOI.
DOI leads can come in later, but as Oran said, its not a lot of late leads. According to my own experience with DOI dating leads, out of 100 DOI leads, at least 90 happen the same day, 3-5 come in early in the second day simply because the initial registrations were made an hour or two before midnight. The rest comes within a few days, but its never more than 5 in 100, I would say even that is a too high #, usualy its 1-3. Sometimes you get all DOI leads within the same day and nothing later on... You will also get a random lead here and there even after weeks, but that's lone shot once in a while.
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