Role and Impact of Promotional Banners in E-commerce
eCommerce banners are nowadays well recognized for their exceptional visual appeal. They are nothing but graphic elements on your website that bear differences from the rest of the website in terms of design.
Promotional banners for e-commerce are in place to bring more engagement and conversions. They do so without negatively impacting the UX.
Designing an eCommerce banner is known to be tricky because of a host of challenges involved. It is a tradeoff of sorts between sharing a clean and smooth experience and attracting attention.
What makes designing eCommerce banners challenging?
Surprisingly, there is little that is straightforward with designing eCommerce banners. That’s primarily because there will be a host of matters that will be at the back of your mind when you set out to design an eCommerce banner. Let us take a look at a few of them in the list below.
- Your banner needs to grab the user’s attention without irritating them.
- You’d be choosing between a temporary and a permanent banner.
- Similarly, the choice will be between designing interactive and informative banners.
- In the bid to make the banner persuasive, you’d be required to take care that UX is not disrupted.
A noteworthy point here is that promotional banners in e-commerce are different from those created for apps or content-rich websites. The former serves a different purpose altogether, which is to bring more conversions via enhancing engagement and impressions.
However, in general, banners are there just to inform and communicate, or respond to FAQs.
The significance of promotional banners eCommerce
The significance of eCommerce banners can be understood by the fact that in the US, 3 in 4 online shoppers seek to find relevant visual content before they go ahead with a purchase decision. Promotional banners e-commerce will come to be reasonably handy under such circumstances because they bring the focus towards a certain subcategory. The subcategory is frequently the kind that is not feasible to be listed in the list of categories. The concerned parent category is already in there.
So, the banner will turn attention to this subcategory which has the potential of bringing more sales. Then, you could use a banner to bring the visitor’s focus onto your bestselling product(s).
Strategies for Effective Utilization on Various Platforms
When adding banners to an eCommerce store, there’s a procedure that you should be following. Here’s how we go about it.
1. Determining the banner placement
First and foremost, a merchant should work towards being sure about the areas where placing the banners is going to be an impactful bid. You may want to place the banners on your search result pages, product pages, or home pages.
Using the banners on the search results page is generally a lucrative idea. If a visitor is on a search result page, the motivation to make a purchase is expected to be high.
Research tells us that if a user is indulging in on-site search, he is twice as likely to purchase as compared to other visitors. Similarly, the 30% of visitors who use the internal search functionality are nearly 4 times as likely to purchase as compared to other visitors.
These stats tell us that when the online shopping experience is tailored, the intent of highly motivated customers is more likely to be met.
When an online shop integrates banners into search results, these visitors are redirected to the deals and promotions that they actively seek. The odds of making a successful transaction are enhanced.
2. Keep the designs engaging
To ensure that the banners are effective, adherence to best practices delivers the best results.
- Straightforward title
The banner’s message should be clearly conveyed by the title.
- Simple Design
The focus area of the banner has to be just one key element. This works towards preventing confusion.
- Legible CTA
Strategically placed, the CTA is best made enticing.
- Easy-to-consume and concise content
The viewer should instantly grasp the message’s meaning.
3. You could use a tool for banner management
At several eCommerce platforms such as Magento, WooCommerce, and Shopify, you could come across extensions, plugins, and apps that aid with banner management. You could try them and see the one that works for your requirements.
How can I be sure that the performance of the banner is up to its potential?
It is recommended to measure the effectiveness of your banners for your advertising campaigns. This is done by monitoring the concerned Key Performance Indicators (KPIs).
1. Click-Through Rate (CTR)
Via the CTR, we get to see how many visitors clicked on your banner. This is in relation to how many times the banner was displayed.
A high CTR is a direct implication that your banner is engaging.
2. Conversion rate
By monitoring the conversion rate, you come to see what percentage of visitors who clicked on the banner went ahead with the purchase or the desired action. So, the conversion rate is a potent indicator of a banner’s impact.
3. Bounce rate
A high bounce rate implies that upon clicking on the banner, your visitors do not spend much time on the website. This may be because the banner’s message does not match with the content that follows. Monitoring bounce rates gives merchants a chance to fudge the banners based on data.
4. Return on Investment (ROI)
ROI is the most critical metric one should be keeping an eye out for because it tells you how profitable your banner has been for your business.
Conclusion
eCommerce banners indisputably withhold a great deal of transformative potential. Besides accentuating the aesthetic appeal, banners induce engagement and sales. They work exceptionally well from the branding point of view.
The integration of banners with your online shop should be strategic. This not only brings conversions but also builds trust.
