TIP 2: get a pre-click commitment
Many interactive media and creative folks think that the job ends once the consumer clicks through to the website. They see the banner as a transportation device -- a means to get the consumer from here (publisher site) to there (product site). This kind of thinking kills conversion rates. Looking at the banners below, you can see the call-to-action to click to register/subscribe.
Adding a simple form inside the ad will allow the user to take a step toward making a commitment prior to clicking. I'm not suggesting the entire registration form be contained within the ad itself. But certainly, the consumer can provide a minor amount of non-personal information then click through to the website to complete the registration process. The consumer, already having filled out a portion of the form, is more likely to complete it once they land on the registration page.
TIP 3: keep the options focused
If you have read any of my previous iMedia articles, you know that I love interactive ads. Today's technology allows us to pack a lot of content inside an ad, and that can definitely build purchase intent. But cramming too many interactive options inside of an ad can confuse or even frustrate the user. For example, the expandable ad below features 12 different ways to interact with it.
It's a clever spot, and it does a good job with branding. But I question how much purchase intent is being generated through interacting with this piece. The ad also doesn't lead the consumer to the purchase decision in messaging with the banner content. With this many navigation choices inside the ad, I suspect that many consumers might navigate through one or two profiles, then leave the experience without clicking through. Aside from remove a few navigation choices, this banner needs a panel devoted to bolstering the user’s intent to buy. Strong messaging and perhaps a printable coupon offer would do a lot to make this banner produce product sales.
As you can see from these tips, there is a lot of work to do once the messaging and graphics are in place. User flow and functionality can add serious results to the bottom line. Be sure to place strong calls-to-action to buy or register in your ad copy. Try to get the consumer involved in the sales cycle by having them commit to something prior to the click. But don’t over indulge on functionality. Giving the user too much to do in an ad can cause fatigue and will ultimately lead to lost buyers.
If we as interactive marketers are holding ourselves accountable for results, we need to focus our efforts on how our work impacts the sales of the products or services we market online. One thing is for sure, every company behind every brand wants to sell more products. Using these tips as a guide, you can give your brand a sales boost when you plan your next interactive marketing effort.
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Scott Meldrum is SVP of Ant Farm Online. Read full bio.
