Advertising is an industry where “First impression is crucial”. Banner Ads are no exception to the rule. A web banner should draw curiosity, attract immediate attention, entice internet users/website passersby, and make them click on it. Your banner should have the right mix of visuals, colors, and words to stand apart from millions of others. You can also use the tips mentioned below to improve the conversion ratio of your banner ads.
1. Keep the copy short and use action-oriented words and phrases:
Words and phrases like “improve”, “increase”, “inspire”, “create”, “explore”, “discover”, “help”, “join”, “do this”, “click here”, “start here”, “read this”, and “try this” have a psychological effect. Most readers feel compelled to do what it says. Hence, you can use these words to convince customers and make them click on your banner ads.
You can also experiment with different headlines to determine the combination that results in the highest click-through rate. The ad will look cluttered if the message is too long. It will not create a desire in the user to obtain more information.
2. Design your web banner for relevant websites:
Studies have shown that targeted marketing outperforms mass marketing by a ratio of 2:1. First select the website that your prospects are visiting before you design a specific banner for the advertising campaign. Banner ads that closely mirror the website usually have the highest click-through rates. You can also experiment with stark contrast designs.
3. Reduce the graphic weight of your banner:
Try your best to keep the banner file size less than 50k (even for rotating banners). You will lose potential visitors if your banner is too heaving and takes a long time to load. Avoid flash banners because they consume a lot of resources and not supported by many mobile devices.
4. Test numerous banner design formats:
(a) Create numerous versions of your banner.
(b) Test each banner for a period of 72 hours to see which has the greatest click through rate.
(c) Use this as your control and continue to enhance your click-through rate by changing one element of the banner at a time.
(d) It is important to take a slow and deliberate approach to understand which element had the most impact (change in click-through rate)
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