Don't blame the website or webmaster! It's more likely that the banner you're using is at fault, rather than the site itself. Your banner might be the most attractive banner you've ever designed and you love it to death. But, if it isn't doing its job, which is to get viewers to click on it, you must trash it and try some new ones.
I find it bewildering that many advertisers don't bother to keep a close eye on the effectiveness of their banners, and if it doesn't work, test new ones. I've had advertisers improve their click-through rate by as much as 500%, simply by testing new banners. What a difference that makes!
So use a variety of banners and track their click-through statistics (the number of people who click on them). Be systematic - find out which ones work best and concentrate on them.
Here are some tips, in no particular order, on how to design effective banners:
Targeting is the key to effective banner design. Be sure to think about the kinds of things your target audience would be familiar with, interested in, and are likely to click on.
Convey your "Unique Selling Point" of your website in the banner. e.g. "Nobody Sells Cheaper Than Us", "We Offer The Widest Selection With Over 10 Million Books".
Make it Obvious: Although intrigue can sometimes work, the general rule is to make it obvious. Make sure the viewer knows exactly what the ad is for and what they can expect to happen when they click on it.
Be Specific: It may help to limit your message to a particular area of your business. Instead of advertising your business name, advertise a direct link to a particular product or special offer.
Using words that prompt the user to take immediate action will have a positive effect on the results of a banner advertisement. Words such as "Click Here", "Click to Visit", "Visit Now!", and "Free!" are good examples, and can increase the likelihood of clickthrough.
Create a sense of urgency: For a visitor to click on your banner, they must get the impression that the information on your site is more important than the site they’re currently viewing. To achieve this, you'll need to create a sense of urgency. Phrases such as "Hurry!, “Only while stocks last" and "Available for a limited time!" exemplify the kind of language that makes users click.
Keep your banners clear and simple. It’s the job of the banner to get the user to click through. And it’s the job of the Website to provide information about your products and services. So optimize your banner space with elements that generate clickthrough.
Get Attention: Conventional wisdom says you should try to grab attention through animation, bright colours, etc. The idea is sound, but be careful. Visitors may be put off by "in your face" ads. Sometimes understatement can work wonders - a subtle ad might actually be what sets you apart.
Your banner’s colour scheme is very important. Choose complimentary colours that grab the users’ attention and keep the colour scheme constant throughout the banner, especially if you’re using animation. Don't use bold bright colors, such as bright yellow, bright red, lime green, etc.
Animate your banner, but use as few frames as possible to convey your message. No one is going to wait to read through 10 frames of animation just to find out what your banner is about.
Add a border to your banner to make it stand out from the page. Most people use a blue or black border, but some have banners with dotted lines, which is a bit different.
