Banner Ads 101 – 4 customer questions to answer

Banners have been used a lot,  and the performance in terms of CTR(Click-through Rate) and CR (Conversion Rate)  may have decreased a lot comparing to the time of internet bubble. However, it’s still an important communication and advertising media vehicle for most internet companies.

there have been so many folks talked about how to design and optimize banners, design, layout, fonts, images and more matter for sure, so do interactive/playful/entertaining/rich media banners. but people, before we focus on the detailed optimization, we need a full picture of the function or communication goal of banner ads~

as a communication tool~ remember you are TALKING to your potential customers, most likely a new customer through the banner. as communication goals here are 4 questions you need to answer:

1. WHO you are?

Brand Identity: Logo/Slogan/Positioning and etc

2. WHAT you do?

• Seasonal Promotions?
• Gift ideas for father’s day?
• Sweepstakes/Contest to win?
• Events to socialize/have fun?

3. WHY does it matter? Benefits: give customer a reason to click

• Save money/time and live better?
• Solutions to my problems/issues?
• Make me feel happy?
• To make friends?
• Entertaining/Sexy/Interactive?

4. what you want me to do NEXT? Call-to-Action

• Learn more…. details?
• Shop and Save?
• Shop today or later?
• Join your event?

With answering aforementioned 4 questions, we may not be able to  tell it’s a great banner yet, but it at least does the communication Job.