Banner Secret #2: Weak Or Missing Call To Action
I’m sure you’ve seen them before… the dreaded “action-less” banners – banners that fail to tell you what to do next!
Although it may seem obvious to many that a banner is there to be clicked on, many people won’t click unless you ask them to. And if you get zero clicks, your banner is being useful merely for branding purposes. Now that’s all fine and dandy if that’s your only objective, but why not try to get as much traffic and sales as you can while you’re at it? To do that, you need a CTA (call to action).
Alright, let’s take a look at the banner below. What you’ll notice is that there is a very definitive, specific call to action that tells you exactly what to do:
This is also a strong appeal (you can watch a free video). Other strong “call to actions” could include a free report, a free trial or the use of a deadline.
Here’s another example:
Notice again the specific call to action at the right, “FREE SAMPLE”. So you see, it doesn’t need to be lengthy; it just needs to be there!
People have been conditioned to click on links and buttons, so why not use this to your advantage in your banners? A recent report from The Total Access Club showed that underlining the words “Click Here” in your banners increased CTR in some cases by as much as 20%, so it pays to try this out.
Of course there are some exceptions to this rule, but you should always test your ad with a call to action in it first.