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The Player Conversion process involves a prospective player checking out links, banners or creative on a third party website, clicking on it to visit the operator’s home/ landing page, registering for an account and making the first deposit. Percentage of player conversions is an important KPI which directly affects the popularity of the brand with the affiliate network and the profitability of any company.
My question in the post deals with the first step – banners and creative
It is a very important KPI for affiliates that the banners they are given generate the best click through rates. Obviously the other factors I have mentioned are also important, but they are beyond the control of affiliates. Just to give you guys an estimate – a 0.05% increase in the click through rates would show substantial difference in the revenues for any average affiliate. I am looking for feedbacks from affiliates as well as affiliate managers on the best converting banners (clicks to first deposit rate) and the banners with the best click through rates. Examples would be nice.
I have posted this on some other forums too – any/all feedbacks would be important for us – this will help affiliates in selecting the correct banners for their websites/ promotions and affiliate managers to create better converting creative for the affiliates.
This is an important topic. Most affiliates continuously obsess about traffic and SERPs, which are both obviously critical, however conversion on both creatives and landing pages is something that more should pay attention to. In the retail affiliate space, this is a closely-watched topic and talked about frequently at conferences such as Affiliate Summit and PubCon. A good friend of mine, Tim Ash, has even published a book on the topic: Landing Page Optimization Book
As an affiliate, it’s important to test and optimize. There is even software available that allows you to test different headlines, graphics, and call to actions on creatives to boost CTR. Casinos are also starting to test and optimize landing pages in an effort to boost the overall conversion funnel.
Would love to hear from a few affiliate managers on how they help affiliates optimize banners and specific landing pages, although I’m certain most will be reluctant to post examples of best converting banners. :wink-wink
I don’t believe in banners at all. Very often they are gaudy and “pushy”. I read an interesting article years ago from a power affiliate (I apologize, but I don’t remember who it was, and where it was published), but he said to stay far away from banners, and stick with text links (and meaningful content surrounding these text links). I don’t think there has ever been a meaningful study on the use of banners vs. text links, but I’ve always been a proponent of text links, for many years.
Having being involved in the online industry for last 10 years, this has been one of the most important areas that I have worked on. It is really interesting how a 0.05% growth in the clicks can do wonders for the number of new depositing players you would be acquiring. With the same lever of effort and investment if you can maximise the returns a bit, it’s something you sud always do.
Sometimes the banners that are not attractive to an affiliate manager or US in general works the best.
A combination of banners, landing pages, user journey till the first deposit and the sign up offer can influence in what kind of players you are acquiring. This impacts the overall conversion % and the player values.
Very
true Warren, but this shouldn’t stop them from offering advice to the affiliates on the best banners and vice versa for the affiliates. I had posted this on gpwa and pal and a few affiliate managers have posted their best converting banners. The fact of the matter is that if the affiliate managers can contact their affiliates personally and give them this information it is good. But for the ones with mass base of affiliates, forums are helpful to broadcast this information.If any one needs any help, feel free to contact me.
@Warren 212758 wrote:
Would love to hear from a few affiliate managers on how they help affiliates optimize banners and specific landing pages, although I’m certain most will be reluctant to post examples of best converting banners. :wink-wink
Poker Dude, I agree with you that text links perform better than the banners. But ours is a banner driven industry and a mix of text links and banners are essential to make the most of the opportunity. The overall conversion process is much more than just the banners, but that’s something the affiliates can easily control and change. Therefore I came up with this thread.
@Poker Dude 212764 wrote:
I don’t believe in banners at all. Very often they are gaudy and “pushy”. I read an interesting article years ago from a power affiliate (I apologize, but I don’t remember who it was, and where it was published), but he said to stay far away from banners, and stick with text links (and meaningful content surrounding these text links). I don’t think there has ever been a meaningful study on the use of banners vs. text links, but I’ve always been a proponent of text links, for many years.
Banners need to match the look and feel of the site. What works on one site may not work on another.
A particular banner may be identified as the most productive by the aff program, but it totally sucks on my site.
Conversely, one that doesn’t work on other sites may be my star performer.
Yes, text links rule, but banners do attract clicks also and IMO one needs to grab every opportunity to get that click.
I like a wide selection of banners, so I can pick what I know to work on my site.
The offer on the banner is important too – whether it gets the click depends on the type of player attracted to your site. A BJ player is unlikely to click on a slots banner, a boomer is unlikely to click on a black banner and males are unlikely to click on pink banners. And so on.
If you have an audience of young males, black banners will work well, if you have older females, try that slots banner.
Look and feel of a site is often ignored, but for the best possible conversion all factors have to be taken into account. Your site attracts a specific type of person, and you need to cater to that.
I am researching banners and people’s behavior that results from exposure to banners, this IS quite an interesting subject!
I found many interesting things, mostly it goes together with what dominique said here,
conversions happen when banners are placed in the right pages and in the right location in the page, but there are also very small things in banners that affect people’s behavior, colors for example, people from different countries react differently to different banner colorsin general banner conversions is low today but I believe that it’s just a temporary “banner-crisis” time now :banger:, banners are going to come back and soon. who needs text anyway if you can see nice pictures and animations instead?
I think banners might come back in convertibility when they stop acting like banners. Flashing text attracts they eye, but we are all blind to it. When a banner looks more like one of the pictures on the site, it usually gets my attention.
For example I visit a surfing site that has a lot of pictures of people surfing and I will usually end up reading a banner that has a picture of someone surfing and then a small amount of text.
Amazon has done a really good job about this as their ads are not banners, but mini stores. They don’t try to sell you on a concept, they try to sell you the product directly.
I think as we transition from looking at banners as ads to looking at them as rented real estate that you use to start your conversion funnel, we will have much better return rates.
yes and I am trying to help the internet recover from this “banner crisis”
we made the 6 rules of the banner for this, in order to define a basic set of rules for “good banners” that will not create bad taste in people’s eyes.basically if people see with time that they get benefit from banners, they’ll start paying more attention to them, and first step is to use banners that don’t annoy people
anyway I’m going to check what you said about amazon, I didn’t know that they offer a mini store banner… interesting… I know that eBay has something like this, look at this
If we are talking about banners (as I did post on GPWA in response to Satyas question) I have seen that the best converting creatives, banners or splash pages alike, are the ones that are targetted..
For example, if you are targetting players who want to play progressive jackpots, the best banners are going to be ones that have references to the jackpots, pictures from the games, and lead to a splash page that has more information about that game..
I had some banners made a while back and some of them have the lion from mega moolah on them. The colours on the banner just make it stand out and the lion is awesome..
Anyway, this banner has received a LOT of attention and the guys I have recommended it to have given me positive feedback…Images are all about the target audience. You’re never going to please everyone, but you should try to stick with something that is relevant to the traffic you are trying to attract..
And as Dom said, the banners need to go with your site too.. You cant just stick a fluoro green banner on a red background… not if you want them to stay…
yes, it’s good to fit the banner to the target market and show to viewers what they wants to see, this can convince them to click (but not necessarily purchase / register)
a banner should stand out, but in a way that will not make people associate it with spam. (all kind of red blinking colors and so on…)surely the banner has to fit to the web page, otherwise it’ll again be associated with spam or just basically devalue the web page (and no body wants to earn money from advertisement but ruin his web site and make it look like cheap spam)
I’m checking and tuning the banners’ performance using ad server that we developed here that gives us real time detailed feedback from the market, the thing is with our way is that the banner is not finished when it’s up in a campaign, from this point we start the “tuning” of it by changing it constantly until it performs best
as the internet progresses and visitors become more and more aware of how to browse a web page, and are also more and more aware of what an affiliate / adsense website looks like, i think banners need to be more and more strategic in placement and design. It is very difficult these days to get valuable click throughs on intrusive banners, i think the best clickthroughs come through creative in content links.
this is obviously a general observation about banners and how less and less affective they are becoming for calls to action. Obviously a site that recieves traffic from great beginner keywords will have more conversion power with banners than a site recieving traffic from “review type keywords will”.
depends on if the user is looking for quick advice or detailed information about something.
