The Wall Street Journal Online (WSJ.com) has been testing using banners to market $49 subscriptions to business executives for more than three years now. Randy Kilgore, Executive Director Sales & Marketing told us he's learned, "the shorter and the more direct the message, the better. We started off a little heavier on the branding side. We found that as we focused more on offer and a little less on branding messages we'd get the most responses. Short and to the point would be the best way to put it!"
Kilgore is very excited about a banner test he's been running since September on a number of business news sites. For the first time WSJ.com testing a very soft offer. "In the past we asked people to click on a banner, input their credit card and then get their free sample. But asking someone to buy right away from a banner message if difficult. Now you can click through for 30 days free trial without any barriers. Free trial product sampling is a much better proposition online and it already seems to be very successful."
The views and opinions expressed in the articles of this website are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees.