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Join Our Research Team at DMA 2014
Sep 23, 2008
Article

New Chart: Top Tactics to Boost Online Ad Response Rates

SUMMARY: Different design tactics can boost the response rates to your online advertising. Results for the third chart in this four-part series focus on seven top design tactics.
Effect of Ad Design Tactics on Response Rates

View Chart Online
Click here to see larger, printable version of this chart

We reported last week that low response rates for online ads donít necessarily mean they arenít working. Any number of clicks indicates that people are paying attention to your brand, so itís important to maximize those clicks as much as possible.

Todayís chart, based on a MarketingSherpa survey, shows how seven design elements have an impact on the effectiveness of online advertising.

The results fall into three general categories:

Emotional
Our brains are hardwired to pick up volumes of information from the subtle nuances in facial expressions. That could be why adding a picture of a person is the single most effective way to communicate brand information.

Itís no accident that some charities seeking donations feature pictures of suffering children. Words on a page simply canít convey emotional messages, such as suffering, joy, or frustration.

Utilitarian
Adding drivers, such as more data-entry fields, tends to flatten the purchase funnel. Adding a video allows advertisers to pack more information into an ad. Such drivers ease the journey from product ignorance to product purchase, with the least amount of work possible.

Efficient
Adding drivers, such as more dynamic text, helps match relevant messages to more exposed individuals, reducing wasted media.

Useful links related to this article

Not a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!
http://s-ivp0s-42988.sgizmo.com


More Research Data from Sherpa:
https://www.marketingsherpa.com/membertour.html?view=re
earch


MarketingSherpaís 5th Annual Business Technology Marketing Benchmark Guide 2008Ė09:
http://www.sherpastore.com/btbmg09.html

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