Forget everything you knew about banners

Designer Pofben from the site PlentyOfFish.com conducted an experiment , the results of which were considered quite amusing for publication. He tested two 15K banners on each:



The first banner was created according to all canons:

• high-quality image of real game content;
• a green button calling for action, with the magic word "free";
• recognizable logos EA and Need for Speed, which should increase confidence.

He simply drew the second picture in MS Paint in five minutes.
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Results? The first banner showed a CTR of 0.049%, and the second almost three times more : 0.137%! The author tested another version with speed lines behind the car against the version without them, and the version with speed lines won. The only thing left for him to say in this connection is: LOL.

In advertising, any idea, even the most stupid at first glance, may work.

If you carefully analyze these two banners, then the MS Paint version is objectively better in many important characteristics: simplicity, text size, readability of the text, a single image instead of several, an expressive color palette. Not to mention the novelty factor, which allows you to bypass banner blindness.