Homepage Optimization: Tips to ensure site banners maximize clickthrough and conversion

Tweet Banners take up precious space on landing pages and too often don’t do enough to turn prospects into customers. Yet marketers are forced to work within their constraints. The latest MarketingExperiments Web clinic outlined how to make every banner a conversion-driving opportunity, because even the smallest changes can make an impressive difference. To prove it, Mike Loveridge, Head of Digital Test and Learn, Humana, Inc., a healthcare insurance provider, presented banner tests from his organization. Take a short break and find out what he discovered here: [Link to clinic.] Here’s the boon and the bane of banners: They’re often the very first thing that people see when they arrive on the landing page. That means if they aren’t optimally presented, you’re going to lose customers immediately. But optimized banners can drive more prospects than ever before, and it doesn’t take much effort. Consider this banner that was on Humana’s homepage.   Loveridge advises approaching banner design like a billboard. Communicate the message at a quick glance. Saying too much at once confuses and distracts. Still, it can be tempting to jam copy into a small space. Resist temptation. Instead, make it obvious to the prospect what you want them to do. Save the details for the next step in the funnel and provide a clear call to action so that the prospect takes it. This is where the control falls down. It has too much copy It doesn’t have a strong call-to-action It doesn’t have a clear, concise message…
Source: Marketing Experiments
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