Website banners are digital ads that appear on the sidebar, header, or footer of any website. Advertisers pay platforms such as Google AdWords to display their banner ads on particular web pages. Website banners are excellent if brands want to boost brand awareness or increase conversions. Users click on web banners that interest them, and they are then directed to the advertiser’s website. From there, users can check out more of the offer and, hopefully, convert.
These ads work on a cost-per-click or cost-per-impression pricing model. And advertisers can maximize their ad spend through A/B testing. Read on to know what A/B testing is and how to effectively A/B test your website banners for higher conversions.
What is A/B Testing?
In digital marketing, advertisers create online ads that achieve various goals. And web banners are cost-efficient and effective, mostly if you continuously A/B test your ads.
A/B testing refers to showing two variants of the ad on the same website page to different visitors. More often than not, A/B testing would involve changing one or two ad elements to determine which one appeals to audiences.
Advertisers choose the variant that garners more conversions and consider it the winning ad. This allows advertisers to maximize their ad spend and efforts in their online advertising strategies.
As for the costs, website banner ads are calculated on a cost-per-click or cost-per-impression model. Advertisers then bid on how much they want to spend, and the auction winner will get the ad space on the web page. Advertisers would need platforms such as Google AdWords to display their ads. And the average cost of display ads on Google’s Display Network is around $0.58, according to WordStream.
So why should advertisers A/B test their web banners? When you have existing website traffic, you want to leverage that and possibly get more from it. Testing your ads lets you get more leads and increase your traffic. Also, advertisers should test banner ads to know which ones work for specific audiences and which ones don’t.
Finally, A/B testing is considered low-risk modifications that can garner a higher ROI. Overall, A/B testing web banners offers more benefits for your brand at the lowest costs.
5 Ways to A/B Test Your Website Banners
A/B testing doesn’t have to be complicated. A rule of thumb in A/B testing web banners is to only test one variable so you’ll know exactly what to use and avoid in the next banner ads. And here are five variables you can test to increase conversions:
1. Background Colors
Colors are crucial elements when designing your website banners. When choosing the colors for your ads, consider your brand colors against color psychology. In color psychology, different colors evoke particular emotions that influence consumer decisions. Red stimulates hunger and excitement, while black exudes elegance and authority. Check out what the rest of the colors are associated with here.
2. Background Images
The background images you choose should depend on what piques your audience’s interest. Try to diversify your marketing graphics and see what works best for your target audience.
You can test product images versus images of people. Images of people smiling depict happy people, which present your offer in the best light. These images are also associated with positivity, which is useful when you’re advertising your product or service. However, not all industries can take advantage of this. Car companies would mainly showcase their products to hook their audience.
Additionally, you may also test images of men versus women. Specific industries are also men- or women-focused, which makes this element in A/B testing logical. The most important tip you need to remember when using images of people is to direct their gaze towards the call-to-action button. This can also make consumers draw their attention to where they’re looking at.
3. Copy
See what works best with your target market. Try long-form or short-form copy on two variants. The general rule in web banner copy is to always write the features and benefits concisely.
4 Call to Action
Calls to action are incredibly vital in your website banners. This is what will encourage leads to possible conversions. Ensure that your call to action provides value and relevance while keeping it concise.
Actionable verbs are ideal to use in calls to action as these can impact the consumer’s decision-making process. The word “free” is also another effective way to lure customers to the next step.
Here are some tips on how to test the call-to-action buttons:
- Include some visual cues like arrows or icons
- Make sure that the icons are relevant to the call to action
- Test one element at a time on your call to action
- Make the call-to-action button stand out by giving it a bright color
- Ensure a strategic call-to-action positioning
- Reduce clutter around the call-to-action button
- Never put your call to action at the top of the page
5. Offer
Your value proposition is what will pique the user’s interest. If you only have one offer, then you can test out different ways of presenting your offer. You can try shortening or lengthening it and see what works best for a particular audience.
A pro tip in selling your offer on your website banner is never to cramp it with too much information. You want to keep it concise and valuable at the same time. Ensure that you only include the necessary information that best attracts users to click on the banner.
Wrap Up
Website banners should be in every marketer’s arsenal. Web banner ads are effective, cost-efficient, and easily modified. As long as you know how to test out the different elements on website banners, you’ll create better banners that attract audiences.
Always remember the tips to create compelling website banner ads:
- Never test more than one variant at a time.
- Never run your web banner campaigns for too long.
- Always consider segmenting the users according to their demographics and psychographics.
Ignoring these tips will make your web banners’ effectiveness futile.
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