Depend on Interactive Text in Web Ads

When placing internet ads, you might want to use graphics and animation to draw attention. Still, it is the informative text shoppers will focus on, and viewers want to easily read and interact with that text to get more information. To provide that easy interaction, make it unambiguous what can be clicked and what the click will give you, for instance.
     Those suggestions come from a research report titled Eyetracking Web Usability, based on analyzing 1.5 million instances of users looking at websites. When it came to ads on websites, about 52% of viewers looked at an ad containing solely text. When the text was superimposed on a graphic or image, the viewership percentage dropped to 35%, and when there was animation, viewership was only 29%. And ads placed around search boxes are unlikely to be consciously seen at all. In those circumstances, the viewer’s on a mission.
     The average time spent looking at a web ad was about one-third of a second. Other researchers find this is enough time for the ad to have a subconscious effect on shoppers. That’s fine for building intentions to visit your store or purchase what you offer if the consumer is to act on those intentions in the future. But if you want more immediate results, you’ll want to get the website visitor involved beyond a fraction of a second.
     Tracking consumers’ eye movements on websites won’t give you a complete picture of how to advertise most effectively on the internet. You’ll still want to look at patterns of clicking, routes through your store’s website, and time spent on each page, for instance. But the eye tracking results can help you decide if users will spend a long time with an ad because they’re digesting what’s there or because they can’t figure out what it means.

For your profitability: Sell Well: What Really Moves Your Shoppers