Marketers may wonder why some online campaigns perform, while others don't provide the anticipated results. Often the answer can be found in the ad's basic design and layout.
When designing and considering the usability of an ad, we have to take into account the desired actions and how we translate these to consumers. Are those desired actions easily apparent and readily accessible to the average user?
Regardless of whether the campaign is niche, segmented, or skewed toward a particular demographic, it should take the consumer into account. This is what I call the "Ellen Effect." That is, will Ellen, my mother, be able to give you the desired results, or will she call me complaining that an ad broke her computer? (Sadly, this is something I can envision happening.)
Simplicity is key when it comes to designing a successful ad. Think of your mother trying to print out a coupon from an ad unit, and getting so flustered that she keeps filling out the form, accidentally rolling off the ad when she goes to click "submit," and ultimately giving up -- it's a major failure of the creative.
Everyone knows that an ad unit is only as good as its results. For great results, the creative, media, and user all need to be in harmony, and the seemingly small elements -- such as pinning an expanding panel open or increasing the call to action -- can make a big impact on performance.
If Ellen is surfing TMZ.com to see which celebutant is in rehab this week and sees an ad for a product she really likes, that ad needs to be compelling enough to pull her away from the edge-of-her-seat gossip. It needs to engage her by grabbing her attention and then presenting clear, simple, and direct instructions that tell her what to do.
Most important of all, the call to action needs to tell her why she should do anything. Is there a coupon or a rebate offer? Can she get a free sample of a new variety of her favorite product? Regardless of the incentive, the ad must first pique her attention, so that she wants to take action, and then clearly indicate what the action is, such as "roll over for a $1.00 off coupon or free sample." Always keep the payoff in mind.
When a consumer rolls over a rich media ad unit, the desired end result should be the first thing he or she sees. If your goal is conversion, acquisition, or lead generation, present the form first. For increased response rates, avoid asking Ellen to complete more than four text fields within the unit; as much as she may want that product, she wants to know who's in rehab this week even more. After all, that's why she's on the site.
If you need a longer form for legal reasons, have the conversion process begin within the banner, then click through to the website/microsite with those variables pre-filled so she can finish the form there. The panel should also pin when she starts filling in the information. As long as there is an obvious close button, and the panel unpins after submission, it will meet site specifications.
Ultimately, as great as the creative or the media may be, an ad has to effectively communicate with the user and make a memorable and measurable impression. When designing ads, think of your own mom, and apply the Ellen Effect. Will she be able to easily interact and use your ad the way you and, ultimately, your brand want her to? Or will I get a phone call about how she wants a $1.00-off coupon that ends with her asking me to get it for her?
Keep these tips in mind for your next campaign and remember, above all, to balance creativity, targeting, and technology with simple and clear directions for the greatest success.
Chris Baughman is AVP of creative strategy at PointRoll.
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