April 28, 2006, Newsletter Issue #5: How to get higher click through rates
Tip of the Week
Place your banner ad in a good location above the fold of the page, meaning near the top 1/3 of the website. Target your potential clients. Targeted advertising is more expensive, but for a reason. Purchase online advertising space in an area targeted to your exact demographic. Use animation, but not to a point were it irritates the eye. Make the animation flow smoothly, as choppy animation scares the mouse pointer away. Use clear and concise messaging. You have a limited amount of space within your banner ad, do not waste it with a books worth of text. Get your message across quickly and make sure you tell the user exactly what you want them to do. Offer something of value. If your product is not of value to someone, why would they want to click on your banner ad? Higher click through rates will be achieved if you offer a product or service that people actually want. Use a strong call to action. Tell the user to click on your ad, or to rollover to see more, or to enter their information. Do not assume that they will know to do that.
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