Web banner design is one element of web development that tends to vary wildly in terms of quality, regardless of the reputation of the company being advertized. In spite of the fact that so few elements are involved many marketers neglect one or another and their web banner suffers as a result. Let’s go over some of the key concepts of web banner design.
Web banners are an inherently limited form of advertizing, they’re small, simple and they are often ignored by busy users. And yet many marketers try to deny these limitations rather than work around them; some of the worst banners out there are notable for being overloaded with boring text and load slowly as a result of poor coding and unnecessarily elaborate features. It is far more effective to pique people’s interest with a brief description of your product or its benefits, than overwhelm them with information.
Concentrate on the effectiveness of your call-to-action. Some marketers make the mistake of inserting a small call-to-action or failing make it stand out visually. The call-to-action is the one part of your web banner design that leads directly to the point of purchase, as such the effectiveness of a call-to-action and the resultant sales are directly linked. In order to maximize the efficiency of your call-to-action it’s important to fill it with a compelling command, for example ‘Visit Sale Now!’
Most web banners benefit immensely from a few trust indicators. One of the problems with online sales is how reluctant people are to hand over their credit card details to websites that are not established household names. One way to combat this is to include trust indicators in your design, make a reference to any well known awards your products may have won or any recognized seals of quality they may possess; and if you have access to expert endorsements you should definitely include them.
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