Banners how to reach{achieve} high CTR

Banners

The banner is located on page of the web - publisher and has a hyperlink on the server of the advertizer. One of the most important characteristics of a banner is the attitude{relation} of number klikov on a banner to number of his{its} shows. So, if the banner has been shown on any page 1000 of times, and have pressed him{it} and, accordingly, had chance to get on a site 50 person the response of such banner is equal 5 %. On statistics the average response (" click/through ratio ", CTR) at the banners used in WWW, - about 1 %, also is observed the tendency to his{its} gradual decrease{reduction}. Certainly, if at your banner the attitude{relation} of number klikov to number of shows not 1 %, and 5 % you pay for the same number of the visitors involved on your site five times less or in as much time will show another's banners (in case of an exchange) less.

But CTR is not the absolute guarantor of efficiency of a banner. The banner can be beautiful and intriguing, forcing the user to click on him{it}. But having started{begun} loading of a site and, approximately, having understood where he has got, the user can press with ease the button "back" on the browser.

Using on a banner enticing, but poorly relevant the text and a picture, you, probably, will involve more the intrigued visitors, but, on the other hand, will lose really interested in your service, and consequently, rather valuable users.

Rather effective banner should be well executed artly and technically (the poor-quality design at once speaks about nesolidnosti promoted servers / services), and also be original (to be remembered), probably to be intriguing (to waken curiosity), but simultaneously to allow performance about character promoted servers / services and to create their positive image.

How to increase the response of a banner

At once I want to notice, that the majority of the advice{councils} resulted below is directed exclusively on increase in the response (CTR) a banner. If " correct visitors " (really interested in goods / services of your server) are necessary for you or, for example, you stake on imidzhevuju advertising mentioned below advice{councils} has not enough simple following, and it is sometimes simply contra-indicated. CTR is not an absolute parameter of efficiency of a banner.

Magic phrase " Click Here "

The most simple way to increase quantity{amount} of clicks on a banner - to ask about it the user. On statistics, the banners containing words such as " click here ", " press here ", " visit now ", "enter", have the response to 30 % more, than without these. - Also increases the response use on banners of elements of the interface. Such, for example, as buttons, strips of scrolling, check-boksy, etc. And the majority of the similar banners meeting now in a Runet - banners "obmanki" made in a GIF-format where any of elements of the interface does not work.

Newbies click on them in the greater degree, those who cannot distinguish them and, actually, tries to not proceed{pass} to a site of the advertizer, and to cooperate with elements of the menu. Certainly, interaction does not occur, and the user is transferred to a site of the advertizer. Because of such "deceit", banners with elements of the interface are forbidden in a number of the Russian banner networks and sites.

The banners masking under a content of a site

Sometimes designers place elements of a banner on a transparent substrate. Graphic format GIF it allows. In result - on any site he looks not as a banner and as simply the set of elements on page, and is perceived by visitors not as advertising and as recommendations of owners of a site or as the link to one of internal sections. Besides, similar banners are forbidden by many webs - publishers.

Anything human is not alien to the user

Make a banner mysterious, let the user will be intrigued:

What they it wanted to say?

Where conducts a banner?

Sexual - erotic motives strongly increase the response of a banner.

But, as it was already spoken above, to the majority of advertizers are important not so much quantity{amount} of visitors, how much their quality. The intrigued visitor can press with ease the button "back" in the browser. People really interested in your service, can "not be bought" on similar advertising.

The size of a banner (pixels)

The more the banner, the is more response to him{it}. The big banners are more appreciable, they can more effectively and informatively influence the user.

The size of a banner (bajty)

If the user will leave before the termination{ending} of loading, will be already perfect never mind as far as the banner has been colourful and abruptly animated. Besides it, many services on an exchange of banners limit his{its} size. For example, no more than 15 kilobyte.

Use of animation

Movement arrests a sight. The same concerns animated banners. On statistics, the response at them on 25 % is higher, than at their static colleagues. The most complex{difficult} here - to achieve maximal ehffektnosti at the small size of a file of the image. Animated banners are good also that, that often allow to inform the advertising message more effectively. For example to beat plots "question - answer", "problem - decision", etc., it is developed{unwrapped} (for some staff) to tell about advantages of promoted object, etc.

Images

Try to use images, and not just game of the text and colors. Images rivet attention of the user and can supplement sense of an advertising slogan. With other things being equal it is necessary to prefer images of people (better women, since the most part of users of a Runet - men).

Colors

Use bright colors - they involve in themselves a sight of the user. Pick up an optimum combination of colors for a banner. The list of some widespread color combinations is below resulted by way of gradual deterioration of perception{recognition} by their user:

* Dark blue on white;

* Black on yellow;

* Green on white;

* Black on white;

* Green on red;

* Red on yellow;

* Red on white;

* Orange on black;

* Black on purple;

* Orange on black;

* Black on purple;

* Orange on white;

* Red on green.

Testing of banners

Try to start in show at once some the same banners, insignificantly change the text, add / clean{remove} what or features. Sometimes even the minimal updatings of the text or a composition of a banner give significant change CTR. Test these banners some time after that it is possible to clean{remove} what have lower CTR in comparison with the others.