Re: Copy for banners

eBORcOM (eborcom_at_eborcom.com)
Wed, 31 Jul 1996 10:34:37 +0100

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Bob Poulsen wrote:

>From experience and from talking to other advertisers, I'm aware of a simple
>banner element that will probably increase response:
>
> "click here"
>
>I never would have guessed this, because to me it seems unnecessary and a
>little condescending to the user. Nevertheless, it seems to be effective. 8-(

Are you sure it's really effective? This comes back to something mentioned a
few days ago. Does it matter if I click through your advert, look at your
site for 5 seconds and then never come back? I could click through an advert
and then decide the site isn't for me or I could then buy your product,
bookmark the site and come back every day, or do whatever you intended me to
do when you created the site.

Lots of people may well click if told to, but whether that click will have
any significant increase on the effectiveness of the site (be that to make
sales, to increase the number of regular visitors the site pulls in or
whatever) is debatable.

Effective adverts are not those which have high click through rates,
although that is often the case. Effective adverts help the web site achieve
the purpose for which it was created.

Tom Hukins

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