2 Simple Ways to Increase Advertiser Conversions
August 16, 2010 – 12:21 pm 2 Simple Ways to Increase Advertiser Conversions
We've done it again. We've simplified the advertiser experience in Trafficspaces by making it simpler and faster.
In the past, it took about five or more steps (and about five minutes) to create an ad campaign. Not any longer. From today, advertisers can get started in less than one minute.
We drew inspiration from John Maeda of MIT. In his book, The Laws of Simplicity, he argues that "Simplicity is about subtracting the obvious and adding the meaningful".
Simply put, when designing a self-service advertising system, the key to increase conversions is to
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1. Engage them early
First off, after selecting their ad zone, they should see a outline of the ad zone's dimensions.
This helps them get a mental view of how their ad will appear on your site.
Secondly, they should be able to design their ad and preview the changes live on the same page. If they make a change to an image, flash, or text ad, the changes should be live on the same page, without needing to refresh it.
And one more thing, they should be able do all that before creating an account.
2. Save time
Even a newbie advertiser should be able to get started in one minute. Anything longer than this, and people start to abandon the process. Every piece of info they need should be within easy reach – ad preview, targeting preferences, budget, estimated impressions and billing info.
The result. You'll get more advertisers signing up and creating ad campaigns (even if it is to try you out). You've gotta love it.
We've added these improvements to Trafficspaces, and the changes are a breath of fresh air because they'll help you get a good Return on Investment on your Ad Store.
Try it out on the demo and tell us what you think.
Many thanks to Kyle Q. Yan and Art Agrawal for all their advice.
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