Misleading title. They didn't double CPM, they ran an experiment that suggested they might be able to double CPM.
From experience, the number of people who click the "buy" button (even given the price up front) are not necessarily the same people who will actually follow through with the purchase. (Further, some people who are turned off by the "buy" word, are willing to follow through with a purchase when presented with a different initial choice; e.g. "unlock now")
It'd be more interesting to see the experiment run to completion, actually taking the money, and then see those numbers.
It could better be written as "Effective CPM". Also, the completion % is an assumption. If I take 10% completion rate, it is still higher than AdSense CPM rates and at par with other food blogging ad networks. For providing an ad free experience, it still seems worthwhile.
> If I take 10% completion rate, it is still higher than AdSense CPM rates and at par with other food blogging ad networks. For providing an ad free experience, it still seems worthwhile.
This is the much more interesting bit. It would still be super interesting to follow through and find out what the actual completion rate was.
From experience, the number of people who click the "buy" button (even given the price up front) are not necessarily the same people who will actually follow through with the purchase. (Further, some people who are turned off by the "buy" word, are willing to follow through with a purchase when presented with a different initial choice; e.g. "unlock now")
It'd be more interesting to see the experiment run to completion, actually taking the money, and then see those numbers.