1. “Click here”

According to the data of Infoseek magic phrase “Click Here” increases the number of clicks by 44%. In addition, it is proposed to use the arrow buttons and other tools to increase interactivity.

This is the old advice of this kind, published as Double Click, and LinkExchange. As far as I know, the effect of the phrase “click here” to russophone visitors has not yet been studied, although the banner “Well, click, click here”, the pioneer of Russian industry, Theme of Lebedev (which was originally made for the theme of Tenet and then aimed me at ZHURNAL.RU) – is one of the most successful, according the data of WebList.

2. Hold the attention of the viewer

Animated GIF-s, which increase the click ratio.
For the first time, if I remember correctly, this method was recommended by C|Net with great fanfare. I also usually advise you to do a banner simple enough so that it was understandable when viewed from afar.

3.Use interactive banners

Infoseek advises pull-down’s, check boxes and other banners with the use of tags FORM. This allows you to personalize the message, to create interactivity. Neither Double Click, nor LinkExchange can advise this. Today, the rotation of banners with the FORM tag can not be implemented in the network without the use of frames, though it is easy within individual sites with SSI-opportunities. This is an area where large sites, such as Infoseek, have an advantage compared with advertising networks.

4. Promote the brand appropriately

Banners do not create new brands.
They broaden the range of activities of old brands to the new environment.

Using the name of the company (for exaple, newspaper “Pravda”) in the bottom corner of the banner can inadvertently create a false picture of the online edition as propaganda of the Communist Party, while the true sense of agency activities is the sale of personalized news.

Advertising services to traditional well-known companies, in particular, supplying cars, computers or financial services are more effective.

5. Change your banners frequently

At Infoseek the banner “gets old” after the 200-400 thousand of shows. On sites with less traffic “aging” should happen quicker.

6. Report on the banner must match the target audience.

In other words, placing it at the right place. For example: you should place the banner of the entertainment site on sites with similar themes. Advertising product in response to a query about the product of this type, is certainly more effective than advertising “anywhere”.

7. Do not waste time on the organization of competitions

Company Infoseek analyzed 2,000 banners and 500 million of shows and did not find improvement of click ratio when using the banners calling to participate in the contest.

8. Sex and the puzzles work. Best price – is “free”.

The first of these tips, according to the observed banners, each person learns without being told. The second one also does not require special comments. On the Internet it is good to sell free goods.

9. Less is more.

To be sure that the banner is shown, do not create it more than 10-15 KB. Most of sites introduce these very restrictions. Use fewer colors! According to Infoseek the probability that the banner will be seen decreases exponentially with the increase of size of the banner. Of course, this advice contradicts the advice how to use animation. We have to choose between a 44% improvement on click and the risk of “losing everything”:)

10. Change the parameters systematically
Vary parameters of the system systematically banner-site:

picture
text
website where the banner is located
Try to understand what causes changes in the responses. There is an old simple rule of “wise” Descent: do not change more than one set variable at a time.

I hope that everyone who advertises your site with banners, will take into account the tips of the largest search engine, more or less coinciding with the “lessons” the largest advertising network.

In the national literature the first tips to improve the banners that emphasize plot, were published in the article by Yuri Kirillov Banner – they are something functional.
Therefore, the banner is a tool of analysis and study of the size of your market, as well as a means of attracting customers.

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This entry was posted on Friday, February 19th, 2010 at 1:23 pm and is filed under Useful. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.