September 13, 2016
A good banner is the one that works – regardless of message, color combination or graphic. If it motivates readers to click, you have success! To measure a successful ad, one only has to…
A good banner is the one that works – regardless of message, color combination or graphic. If it motivates readers to click, you have success! To measure a successful ad, one only has to look at the number of click-through rates (CTR) it generates.
Here are some pointers to keep in mind when developing that winning banner:
Yes, it’s just a banner, not a text ad, but you still have to use good copy. This is not the place for a copywriting tutorial. Have a look at these tips:
If you get the headline wrong nothing else matters. Devote at least half of your copywriting time to working on the headline. Get some inspiration from headlines that are already successful. Use them as a template.
You can also invite your audience to be involved in some activity in your ads. It could be a giveaway, a game, or a quiz, but do not make it complicated. Simple games are found to have higher click-through rates. Do not make it too long, it could bore the user and they might not continue with it. Remember that users do not usually spend a long time in a website especially on banner ads.
Create a message that will entice action. Do not use the company name or what you are selling, you want to increase their curiosity as to what is behind the box. If you do use your brand name, you run the risk of them assuming they know your brand, therefore they won’t be interested.
Have a clear and immediate message that will create a sense of urgency. Limited offer means if they don’t act now they will be losing out. Human nature finds this hard to resist. Submit buttons are an example we are all familiar with, even though it is not a banner. A successful banner should shout out what the action is you want the reader to take. Even something as simple as a “click here” button, or a “get your free gift here” button will do the trick.
Statistics show that the best call to action on a web banner is the trite phrase “Click here.” Its very presence increases the click-through rate by almost 20%. The phrase should be displayed long enough (2-3 seconds), preferably in the last frame of an animated banner and can be animated, made to blink or change color.
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