Cyber Monday Conversions Results – Banners or Text Links?
This past Cyber Monday online shopping frenzy was also by far the largest ever.
I’m known to be a large supporter of great looking graphics and overall flow in design, so what I’m about to share might shock you.
This year on one of my Cyber Monday pages I used a mixture of text links and banner ads for the promos and found that the text links converted much higher than the banner ads.
Take a look at these stats from one of my test pages:
(Note: Thanksgiving shopping online starts a few days early and then hits very hard on Cyber Monday)
Let’s break the top performer down:
As you can see, the banner and text links had similar CTR (text links win), and even though the text ads had more impressions (because they were spread out in the content), the banner ads should have made at least 3 orders considering a similar CTR and roughly 25% of clicks compared to text links.
Also worth noting, the product links to specific products, proved worthless. Low CTR and 0 sales. You’ll see why here in the wording of the actual text links:
Unlike most of the year, when sales are made by targeting traffic and interest to a specific product, during the Black Friday/Cyber Monday rush, people are all about the deals and perceived value. Notice how powerful the word free is!
What’s the verdict? Should text links be used exclusively instead of banners?
My answer… Use Both, and here’s why.
As you can see in the reports, banners did receive a considerable CTR, so you don’t want to count them out. Besides, from what I’ve seen, they help to balance out a page, subconsciously screaming “I’m an ad” while the text links get the serious buyer attention. Take the banners away and the only thing left to scream ad will be the text links. So use both to achieve maximum results.
If you don’t promote anything on Cyber Monday, you may want to consider choosing a few niche products to set and forget in order to take advantage of this once-per-year online spending craze.
A few years ago I created a targeted page for just this one day. It took me around an hour to build (it would take me much less time to do the same type of page today) and each year brings in a healthy amount of auto-pilot income. All I do is update the offers based on the Cyber Monday promotions for the current year which is literally a 2 minute copy/paste job.
In fact, each year, it not only ranks higher, but for a larger amount of related keywords and combined with the exponential growth of Cyber Monday deal seekers, generates bigger commissions checks!
One thing to take into consideration is that Cyber Monday deals tend to convert much lower than other types of targeted traffic. This is due to the fact that people are surfing around with a short attention span just looking for the best deals, but if you can land an exclusive deal on a specific niche product, conversions could be through the roof!
Also, digital products, memberships, etc. don’t convert well as most shoppers are looking to extend the Black Friday weekend or may have just skipped out on Friday to get deals online on Monday. Stick with physical products. Think gifts and items that people normally buy during the holiday season.
How did you make out during the holiday shopping rush?