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1. Consumers read banners left to right and
top to bottom
2. Banners must have a call-to-action,
best to place it bottom right
3. Bigger is better. The 468x60 is
a dinosaur the sooner it Darwin's itself
out of existence the better
4. A picture is worth a thousand words.
Show an aspirational image, top left
5. Banners are like billboards. 5-6
words max (3-4 is better) and write
involving headline style copy.
6. Ask a question. Customers will click
on a question that they are seeking
an answer to or one that encourages
them to click on a possible answer.
7. Rich media rocks. You'll get 3 times
the click through and 2 times the sales,
on average.
8. Interactivity = productivity. A
form to fill out or a link to a free
offer will improve performance
9. Select colors that stand out on
the page. Is the page white and blue?
A black banner will 'pop' off the page,
get noticed and get clicked.
10. A home page IS NOT a landing page.
Click on your competitors top banners
(the ones they seem to use over and
over again) chances are the link goes
to a very specific order page, not their
informational style home page.
If you enjoy the Golden Rules Quick
Tip, please forward this message to
ten friends, and ask them to forward
to ten friends!
Keep clicking!
Jay Berkowitz, President
jay@tengoldenrules.com
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