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For animated banners, these general guidelines
apply:
-
The animation should be subtle enough to
attract attention but should not be so
ostentatious as to interfere or clash with
the design of the web page you are
advertising on.
-
An animation that loops endlessly tends to
irritate visitors. Have the animation loop
7-10 times, leaving the main message on the
last animation frame.
-
Conversely, some visitors will stop a web
page from loading before the banner
animation has loaded, leaving only the first
frame. Thus, it might be a good idea to have
your message come across in your first frame
if you know that the web page you are
advertising on has a long download time.
2. Feature a call to
action.
Placing a "Click here" or "Submit" graphic image
on your banner can significantly improve your
CTR.
3. Use bright colors.
Blue, yellow, and green banners have a higher
CTR than black-and-white banners. Use the color
red sparingly.
4. Use the word "Free" in
your banner.
Depending on what's offered, the word "free" can
increase CTRs. For example, offering a free
software demo gets a good response. Offering
free money arouses suspicion since people will
want to know what the catch is.
5. Give a benefit for
clicking on your banner.
For example, "Do you want more traffic?" or,
"Need help with taxes?" The answer to the
question will be on your web site.
6. Keep the message short.
Simple banners have higher CTRs than unfocused,
wordy banners.
7. Link the banner to a
specific page.
When people click on the banner, they want to go
directly to the web page that has the
information they want. Your visitors do not want
to go to your home page and have to hunt for the
information.
8. Refresh or change your
banners frequently.
Studies have shown that CTRs drop significantly
after 2 weeks. The CTR usually increases when a
new banner appears.
To find the most effective banner design for
your business, you must go through a period of
testing. Testing
means that you run a banner over a period of
time and measure the results (i.e. CTRs and
resulting sales). Then you change one thing
about the banner design, such as a color or a
font change, and run that banner over a period
of time and measure the results. The banner
designs that result in the most sales should be
the types of banners you use for your banner
campaigns.
Please contact
design@ebtco.com, if
you require immediate assistance. |
