When executed correctly, banner ads can be a powerful way to drive traffic to your offers. Unfortunately, many marketers don’t have the time and resources to devote to “correctly executing” banner ad campaigns.
What they need is a formula for designing banner ads that produce results.
In a recent test, our researchers found that by designing a banner ad to accomplish three key objectives, they were able to drive a 285% increase in conversion on the landing page.
What’s even more fascinating about the test is that the winning banner actually received less clicks than the competing treatments.
Essentially, the winning banner weeded out unqualified clicks by matching the messaging on the landing page.
In this Web clinic replay on banner ad design (originally held on August 31, 2011), Dr. Flint McGlaughlin taught about this discovery in detail, along with the three key objectives every banner ad must accomplish to drive maximum conversion. In doing so, he also taught the (until now) unpublished heuristic – or problem-solving thought tool – we use to optimize banner ads.
Live Optimization of Audience Banners
In addition to the regular instruction, Dr. McGlaughlin and our researchers gave live optimization suggestions for audience-submitted banners and banner campaigns at the end of the clinic.
Here are what some of the audience members had to say about the Web clinic:
Dr. Flint McGlaughlin
Educational funding provided by