Re: Banners which don't promote the product
MIKE SCANLIN <SCANLIN_at_PHOTOLABELS.COM> WROTE:
>You can see examples of banners that "teases, entices, and
>challenges" users to click (along with statistics) here:
>
>http://www.whitepalm.com/fourcorners/bestctrtricks.shtml
>
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I am sorry but I have to jump in here. I think those banners
are appalling. Not only do they give advertisers a bad name
but in my experience they are also counter-productive. It
attracts the wrong people to click and irritates a large
proportion of them. The end result is always a poor
conversion rate. Some people have this strange idea that CTR
is what banner advertising is about. It isn't. It is the
quality of the visit. If you tease, confuse or mislead
people into clicking on a banner the only result is they hit
the back button within seconds of discovering their mistake.
There is such a simple formula that works and it is simply
this. Tell people in a straight (can be clever or cute) way
what the benefit is behind the banner. If the benefit is
games then tell them so. Even if the ulterior purpose is
branding. At least you will get people who want to play
games. So they are more likely to stay and you get your
branding. CTR is just an indicator not an end result. The
important thing is what happens once they get to your site.
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Received on Thu Apr 01 1999 - 05:35:14 CST
