Increased sales during the holidays
After a successful Black Friday week in which a record number of sales were made the focus for online shops will now turn to the upcoming holidays. This is the last chance for online stores to round off an already successful year. Due to the coronavirus crisis, many retailers have moved online. Therefore, it is more important than ever that your campaigns stand out during the holiday season. What is the best way for you to do this? Creating a striking banner with a high click-through rate (CTR) is not as easy as it once was…
It is important that you communicate as clearly as possible to your target audience. One of the most effective ways to do this is through online banners. Often, websites try to incorporate too much information into a single banner. This will muddy the waters and lose the original message that you want to convey in the first instance, resulting in a significantly lower click through rate. Try and stick to brief uses of text to explain why consumers should click on your banner.
Keep your banners up to date
Over time, the CTR does decrease due to banners becoming less noticeable to repeat customers. It is important to regularly change and update your banner material. An easy solution is to update them to focus on different holidays, promotions and activities. The upcoming holiday season is a perfect place to start.
When a customer clicks on a banner, they should be taken to the correct landing page. If this does not happen, then customers are less likely to click on your banners in the future. It is always a good idea to make clear product pages that contain beautiful images and extensive information which encourages consumers to purchase the product(s).
Shoppers usually only click on banners, if there is an offer or benefit included. Always make it clear why customers should click on your banner. You could use a discount which is only valid for a certain period of time. For example, including a promotion that is only valid until Christmas.
Research has shown that brightly coloured banners have a higher CTR then those which incorporate darker toned colours.
Even with a website, bright colours stand out significantly more. If you are using darker banners with limited success, then change these to become bright and vibrant to increase your performance.
To achieve that high CTR, it is important that the banners can be seen by your target audience. Make sure the banners are on websites most relevant to your target group. Our TradeTracker team knows better than anyone which publishers would suit your campaign(s). Feel free to contact your Account Manager to discuss the best publishers your banners can be displayed on.