Increase banner ad effectiveness by 285%
We've recommended pairing landing pages with banner ads in our MarCom systems for our clients, but now we have solid evidence to support that hunch. A recent Marketing Experiments webinar explored this topic and reported a 285% increase in effectiveness when testing this.
Why? Consumers don't experience as much "mental friction" when things flow smoothly from the banner to the landing page. The expectation of the click is fulfilled. There is less confusion. Even a split second of hesitation costs you.
Now imagine leaving this decision up to a local dealer that is spending your co-op dollars. Will your system offer a fool-proof method for executing this best practice? The solution is simple: Your Ad Builder or Marketing Resource Management software needs to offer banner ads paired with matching landing pages for your dealers.
Clearly leaving the choice up to a dealer isn't as effective as controlling this vital element in your system. Make your co-op funds stretch farther, be more effective and help your dealer execute an great campaign that sells more units for you. It's a win-win.
Why? Consumers don't experience as much "mental friction" when things flow smoothly from the banner to the landing page. The expectation of the click is fulfilled. There is less confusion. Even a split second of hesitation costs you.
Now imagine leaving this decision up to a local dealer that is spending your co-op dollars. Will your system offer a fool-proof method for executing this best practice? The solution is simple: Your Ad Builder or Marketing Resource Management software needs to offer banner ads paired with matching landing pages for your dealers.
Clearly leaving the choice up to a dealer isn't as effective as controlling this vital element in your system. Make your co-op funds stretch farther, be more effective and help your dealer execute an great campaign that sells more units for you. It's a win-win.
posted by Brett Knobloch at 10/14/2011
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