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Ten tips to make banners more efficient

1. "Click here"

According to Infoseek, the magic phrase "Click Here" increases the number of clicks by 44%. In addition, it is proposed to use arrows, buttons and other means to increase interactivity.

This is one of the oldest tips of its kind, published as a Double Click (lesson # 8, reported a 15% increase in the click ratio), and LinkExchange. As far as I know, the impact of the phrase "click here" on the Russian-reading audience has not yet been studied, although the banner "well, click, click here" pioneer of the Russian banner industry Theme Lebedev (which was originally made by the Theme for Tenet and then aimed by me at Zhurnal.Ru) - one of the most successful, judging by the data WebList.

2. Delay the viewer's attention

Animated GIFs that increase the click ratio.

Corresponds to lesson # 2 Double Click, where an increase in click ratio by 25% was reported. For the first time, if I am not mistaken, this technique was recommended with great fanfare by C | Net . I, besides, usually advise making the banner simple enough so that it is understandable when looking from afar.

3. Use interactive banners.

Infoseek advises pull-down's, check boxes and other banners using FORM tags. This allows you to personalize messages, create interactivity.

Neither Double Click nor LinkExchange can advise this. Today, rotation of banners with the FORM tag cannot be implemented in the advertising network without the use of frames, although it is easy within individual sites with SSI capabilities. This is an area where large sites, such as Infoseek, have an advantage over ad networks.

4. Advertise the brand appropriately.

Banners do not create new brands. They extend the scope of the old to the new environment. Using the name of the company (for example, the newspaper Pravda) in the lower corner of the banner, you can inadvertently create a false impression of online editorial activities as propaganda of the CPSU, and in fact the real meaning of the agency’s activity is the sale of personalized news. Advertising of traditional services of well-known companies, especially supplying cars, computers, or providing financial services, is more effective.

Double Click focuses on the capabilities of its DART system, and therefore places this tip at number 1.

5. Change banners more often.

On Infoseek, the banner "becomes outdated" after 200-400 thousand impressions. On sites with less traffic, aging should be faster.

Corresponds to lesson # 9 in the Double Click classification, which does not recommend showing the same banner to the same viewer more than 4 times.

6. The message on the banner must match the target audience.

In other words, place banners on the right sites.

Product advertising in response to a request for a product of this type, of course, more effective advertising "anywhere." This tip is similar to the Double Click tip # 4 - to advertise not so much on the Home Page, as on the pages that match the content.

7. Do not waste time on organizing contests.

Infoseek analyzed 2,000 banners and 500 million impressions and found no improvement in the click ratio when using banners calling for participation in the competition.

8. Sex and riddles work

The best price is "free."

The first of these tips, judging by the banners I see, any learns without prompts. The second also does not require special comments. Through the Internet, it is still good to sell free goods. Advice to use questions corresponds to lesson # 2 Double Click, advice to use cryptic messages - lesson # 8.

9. Less is more

To be sure that the banner is shown, you should not make it more than 10-15 KB. Most sites impose such restrictions. Use fewer colors! According to Infoseek, the probability of a banner to be seen decreases exponentially with an increase in the size of the banner.

Of course, this advice is contrary to the advice to use animation. You have to choose between a 44% improvement in response and the risk of “losing everything”.

This is tip # 3 Double Click.

In my opinion, the well-known remark that the "pure colors" improve the click ratio may also be partially explained by the size of the banners.

10. Change the settings systematically

According to Infoseek, this is the most important rule! Systematically vary the parameters of the system banner site:

sites where the banner is located
and try to understand what causes changes in the responses.

There is an old simple "coordinate" descent rule: do not change more than one variable at a time.

And the last, 11th tip , corresponding to the tenth lesson of Double Click: keep in mind that not all clicks are future clients. New or irregular Internet users click more often. Therefore, the click ratio is higher on those sites where new users come. It is unclear, however, how many visitors immediately press the "Back" button.

I hope that everyone who advertises their website with the help of banners will take into account the advice of the largest search engine, more or less coinciding with the recommendations of the largest advertising network. In the domestic literature, the first tips for improving banners, focusing on intrigue, are published in Yury Kirillov’s article “ Banner is a functional thing”. My tips about banners are as follows:

The above techniques are good and tested. Do not take into account the experience of others is stupid. Use published results, learn from the mistakes of others.

Not a single trick will cause more useful clicks to a banner project focused on a narrow audience (for example, Web design) than on a banner that is interesting to a wide audience, such as advertising jokes, news, magazines about the Internet. (Of course, I do not consider the direct deception practiced sometimes by novice advertisers). A banner helps measure the size of the target audience that is currently present at this site WWW, helps to assess the size of the market.

Therefore, no less a banner is a tool for studying and analyzing the size of your market, and not just a means to attract customers.