There is no perfect formula because each platform works differently. But there are points in common:
For a campaign to be successful many factors intervene, for us the most important are:
- A good analysis
- A striking and coherent design
- A successful configuration
- Tests and corrections
You have to be clear about two starting points: to whom the banner is directed and which objectives you must meet. Both the public and the objective are important.
We must study the Buyer Persona to create a design with your tastes or needs in mind, anything that is NOT relevant to your audience will be ignored.
Take into account the emotions
They say that the most influential purchase decision is fear. You have to address the fears of customers experimenting with social tests of the ads. In a buying process, our emotional side is more decisive than our rational side. However, they must act together to be successful. Therefore, the designs must be designed for both the emotional and rational side.
A suitable design immediately attracts the eye and earns a click. Therefore, the design must stand out from the crowd.
It is important to try several alternatives even if they seem very risky, and those tests include both the design and the audience. The contrast is a key point.
The design with people usually calls the attention of our audience.
The button that we find at the end of an advertisement (CTA) must reach the objective and ensure the sale, it is very important that the product or service we offer in the advertisement, is the one we see on the landing page.
Between the ad and the landing page there must be a coherence, you must maintain the design and harmony to generate enough confidence for your client to stay on the page and perform the actions for which you have been redirected.
We must strengthen the credibility because when we do NOT establish a bond of trust:
- We do not convince the user
- It will not leave your data
- Will not establish relationship
We must harness the power of color psychology to score points.
There must be a balance between the corporate colors and the colors that work best according to our age group or product / service offered.
In our experience, the colors of CTA that work best are oranges, yellows and greens, but this is not always the case, each person and age group reacts differently to a color.
As we get older, our preferences tend towards the darker and colder colors. According to a study by Joe Hallock, most people do not like the color orange. Following colors: purple, yellow and brown, the sample compared color preferences through 232 people from 22 countries.
Applies the principle of aversion to loss. We feel bad when we miss getting something. There is nothing we hate more than losing an opportunity to be late. Include these terms and you will gain impulses:
- Limited Time!
- Hurry up!
- Act now!
- Last chance!
Also … The consumer loves the word “free”. It is a very effective word to attract attention and a very effective technique in advertising.
According to a study conducted in 2005 by Caltech, there is a specific group of cells in our brains that fire only when we see a face or a face. There is a psychological effect called pareidolia. And we tend to humanize the product. That said, we should make customers feel the same way, if they like to see faces, we should take advantage of it, so … faces for everyone!
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