Articles

Topic: Advertising

Banner Blindness: Old and New Findings

August 20, 2007

Users rarely look at display advertisements on websites. Of the 4 design elements that do attract a few ad fixations, one is unethical and reduces the value of advertising networks.

Search Engines as Leeches on the Web

January 9, 2006

Search engines extract too much of the Web's value, leaving too little for the websites that actually create the content. Liberation from search dependency is a strategic imperative for both websites and software vendors.

The Most Hated Advertising Techniques

December 6, 2004

Studies of how people react to online advertisements have identified several design techniques that impact the user experience very negatively.

8 Steps to Prepare for the Holiday Shopping Season

September 6, 2004

Reduce the bounce rate for organic landing pages, collect data to manage PPC for maximum ROI, and take 6 other steps to maximize your site's holiday sales potential before it's too late.

Making Web Advertisements Work

May 5, 2003

Web users are highly goal-driven, and ads that interfere with their goals will be ignored. To succeed, ads must work with the medium, as well as with the user's aims and mindset.

Will Plain-Text Ads Continue to Rule?

April 28, 2003

Text-only advertisements work far better than banners, but is this only due to their novelty? Search engine text ads will retain their superiority over time, but text ads on other sites will work only if they focus on directly meeting users' needs.

Designing Web Ads Using Click-Through Data

September 2, 2001

Search engine ads are one type of Web advertising that can actually work. To create the best ads, do quick experiments and redesign ads based on usability principles for online writing. Doing so helped us increase ad click-through by 55% to 310%.

Web Research: Believe the Data

July 11, 1999

Much is known about Web user behavior, yet research findings are often ignored in actual projects. Examples: up-front customer registration doesn't work; frequency of use and effectiveness of Web marketing methods are negatively correlated.

Why Advertising Doesn't Work on the Web

September 1, 1997

The Web is a cognitive medium; the user owns the navigation and won't wait for emotional brand messages. Product sites and classifieds have value, but most ads get puny click-through and few customers.