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 An effective banner design can make the difference between an unsuccessful and successful banner ad campaign. We have found that the following banner design tips can increase CTRs (click through ratios) and resulting sales. We hope these tips help you.
 Use animation
A quick-to-download animation can greatly increase a banner's CTR. Animation must be used very carefully since the purpose of the animation is to attract visitors, not to irritate them.
For animated banners, these general guidelines apply:
The animation should be subtle enough to attract attention but should not be so ostentatious as to interfere or clash with the design of the web page you are advertising on.
An animation that loops endlessly tends to irritate visitors. Have the animation loop 7-10 times, leaving the main message on the last animation frame.
Conversely, some visitors will stop a web page from loading before the banner animation has loaded, leaving only the first frame. Thus, it might be a good idea to have your message come across in your first frame if you know that the web page you are advertising on has a long download time.
Feature a call to action
Placing a "Click here" or "Submit" graphic image on your banner can significantly improve your CTR.
Use bright colors
Blue, yellow, and green banners have a higher CTR than black-and-white banners. Use the color red sparingly.
Use the word "Free" in your banner
Depending on what's offered, the word "free" can increase CTRs. For example, offering a free software demo gets a good response. Offering free money arouses suspicion since people will want to know what the catch is.
Give a benefit for clicking on your banner
For example, "Do you want more traffic?" or, "Need help with taxes?" The answer to the question will be on your web site.
Keep the message short
Simple banners have higher CTRs than unfocused, wordy banners.
Link the banner to a specific page
When people click on the banner, they want to go directly to the web page that has the information they want. Your visitors do not want to go to your home page and have to hunt for the information.
Refresh or change your banners frequently
Studies have shown that CTRs drop significantly after 2 weeks. The CTR usually increases when a new banner appears.
To find the most effective banner design for your business, you must go through a period of testing. Testing means that you run a banner over a period of time and measure the results (i.e. CTRs and resulting sales). Then you change one thing about the banner design, such as a color or a font change, and run that banner over a period of time and measure the results. The banner designs that result in the most sales should be the types of banners you use for your banner campaigns.
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