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[Jayde News] Show Me Your Banner 7 Times
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Jayde.com Member Newsletter
October 21, 1999
< http://www.jayde.com >
IN THIS ISSUE:
1.)... About This Newsletter
2.)... Today's Feature Article
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2.) Show Me Your Banner 7 Times,
by Roger Remacle of Submit Plus
In banner advertising, "click-throughs" seem to be the word of the
day! Click-throughs represent the number of times someone will click
on your banner and be redirected to your web site. Of course click-
throughs are important, but viewers will not necessarily click on
your banner the first time they see it!
There are two kinds of banners. First you have a high impact banner
like "Get 15,000 Hits a Day... FREE!" This kind of banner will get
someone?s attention immediately and generate a fair number of click-
throughs. The problem is not everyone can offer something for free.
Our second kind of banner is selling a product for a price! "Rogers
quality software from $ 19.95" This banner will take more exposures
to generate click-throughs. As a matter of fact, your viewer may have
to see it up to seven times before they decide to click on it?...
These statistics come from a concept called "space repetition" and
date back to newspaper advertising when clicking on an ad only
created a hole in your newspaper...
Here is how it works:
- The first time someone sees your ad (banner), they
will forget about it within 15 seconds!
- The second time they see it, they will remember it for... yes,
- The third time your odds are increased to 1 hour!
- The fourth time you?re still only memorable for one hour!
- The fifth and sixth time you become memorable for 24 hours!
- And finally by the seventh time they see your advert or banner,
they consider you a reputable and established company and will pay
you a visit!
The advantage to this slower "space repetition" concept is that you
will already have gained some customer trust by the time they reach
your web site.
Gaining that trust is what turns viewers into clients. Again,
statistically, the likelihood of someone purchasing goods from
your web site on a first click-through is highly unlikely but
because of repeated banner exposures, you already have made some
headway in gaining that trust.
Don?t ask me about the psychology of this phenomenon but instead
think about your own viewing or purchasing habits and I bet you
they will match the above example!
Obviously your high impact banner will generate better click-throughs,
the most attention grabbing words are still FREE!, Free Samples, Free
Download etc..but be warned, Do Not mislead your viewer into believing
they will receive something for Free, only to find out that you meant
The other important consideration is banner design. You need a
clear message (make sure you pick your font carefully), good color
coordination (up-beat color combinations are eye catching) and keep
the size of your banner under 7000 bytes for static banners and
10,000 bytes for animated.
Is banner advertising expensive? No, joining a banner exchange network
is totally free. Two of the best are Click Taxi http://clicktaxi.com/
and Link Exchange http://linkexchange.com. Both companies offer free
banner design assistance, banner statistics and web tools.
So, will you benefit from banner advertising? Yes, of course you will,
it is the second most important promotion you can do for your web site
beside submitting to the search engines!
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Article written by Roger Remacle ( firstname.lastname@example.org) of Submit
Plus! (http://submitplus.bc.ca/jayde/) Roger is in charge of operations
at Submit Plus and has an extensive background in web site marketing,
web site design, HTML and Perl. Submit Plus! is based in Victoria, BC.
The Jayde.com Team
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