Static Vs. Animated Website Banners: Which Is Right for Your Business?
Animated and static website banners
Conversion optimization remains an area many businesses neglect, yet by simply focusing on the difference between animated and static website banners their marketing strategy can see a large rise in sales. Visitors typically spend eight seconds or less on a website before deciding if they wish to remain, and almost all aren’t ready to buy when they arrive at the site. Companies need to find ways to encourage them to make a purchase. One way to do so is through the use of remarketing or engaging with a consumer after they have left the site, encouraging them to come back and make the purchase. How should a company go about doing this?
Banner advertising is an effective way to draw attention to a company, product, or service. Banners may be placed on a wide range of websites to ensure consumers see them and retain the brand name while surfing the net. The problem many companies encounter when creating banners is they aren’t sure which type to use. Static banner vs. animated is a debate that has been ongoing, but each type actually has its own advantages and disadvantages that need to be considered when making this determination.
Static banners are those that consist of a still advertisement and contains design and/or text. The banner must meet ad guidelines as laid out by the company supporting the banner and may include text, images, and the company logo. With this type of ad, there is no animation or movement.
An animated ad, in contrast, is one in which the images or text in the banner move. These ads come in three types: GIF, flash and HTML 5. GIF ads make use of several rotating GIF frames, while flash banners display video content created in that format. Interactive and animated banners tend to be of the HTML 5 variety, as they display well across a range of devices. This type of ad allows the business to convey more complex information and provides a video-like experience.
Which To Use?
When companies go to decide between banner ad offerings, they need to look at which type works and which does not. For example, when it comes to animated website banner conversion, businesses need to know HTML5/Flash ads feature a much lower click through rate. The rate is 71 percent less for these ads than those that are static according to Google’s display benchmarks. The reason for this may lie in the fact that it takes too long for the HTML5 ad to announce the call to action. Furthermore, Time reports the average user spends 66 percent of their time below the fold, thus the static ad is quickly seen and acted upon, while the animated ad may be glanced at and forgotten.
Static ads are helpful for situations where the message is simple and the image will catch the eye of the viewer. They deliver this message quickly and easily and often work when a consumer is already familiar with the brand. On the other hand, animated banners help to increase brand awareness and often lead to information being shared and discussed on social networks. Businesses should take into consideration their campaign goals, budgets, messaging, and the placement of the ads to determine which is appropriate for any given situation.
Companies benefit from the use of A/B testing when deciding between different banner options. With the help of testing, a company can determine where to place each type of ad and how much of the budget to allocate for static versions and animated ones. In addition, through testing, a company can learn what is trending, making use of the content in the ad to obtain this information.
Businesses also find making simple changes to the call to action can be of benefit, thus the focus should never be solely on the animated or static website banner conversion rate. For instance, changing the call to action button to red, as opposed to green, can result in a 34 percent rise in the conversion rate. Including the words “Get Started Today” rather than “See Plans and Pricing” can boost conversions by as much as 252 percent. For this reason, every aspect of the banner ads should be tested.
With the help of A/B testing, companies can improve their website conversion rate. Static banner vs. animated is a debate that will probably continue for some time to come, but both tend to be effective. it’s a matter of determining which is the case in each situation, and the testing helps with this. Once a company makes this determination, however, and determines which banner and website call to action combination will produce the desired results, they can put it into play and see a rise in sales in a short period of time.
Janis Henslee, Founder of iMarketing Advertising in Madison, WI, is an interpreter in the marketing profession that helps businesses of all sizes streamline their marketing solutions. She spends most of her time helping business owners communicate their vision and growing their business through Custom Consulting Campaigns. If you are considering hiring a Marketing Consultant, contact Janis at (608) 977-1540.