6 factors that influence banner ad clicks!

Brothers! Sisters!

When you browse Taobao, do you want to know:

What kind of first-focus poster has the highest click-through rate?

Which color has the highest clicks?

What copywriting gets the highest clicks?

What background will get the highest clicks on your poster?

Don’t put product pictures but click better?

Recently, Alimama released "Taobao's First Focus on Creative Insights into the Beauty Industry". Let's take a look at it. The original text has been slightly edited.

As short videos develop rapidly, why are pictures still important?

Su Yin, senior industry research expert at Alibaba Mom, said: "From the perspective of presentation, image creativity is still an important tool for brands to communicate with users. As basic media, images and videos can complement each other."

However, when faced with the demands of operations, many designers often end up with a struggle between sales and aesthetics.

This time, the "Report" can provide data support for good works.

We found that under the premise of fixed resource position and orientation, creative design is often the first factor affecting click-through rate.

So how do you create a good creative design?

Below we will analyze the factors that influence clicks for you one by one through the 6 elements of the poster.

1. Image Tonality

We found that pictures with high-quality scenes as the background and clear pictures of products will have higher click-through rates than solid color, monochrome posters. Increase clicks by up to 25%.

2. Color

The top 3 most frequently used background colors in beauty banners are: 18% white, 11% red, and 11% gray.

However, through data comparison, we found that the above colors are not the ones with the highest clicks.

Instead, the fresh, organic green background increased clicks by 119% . A warm skin brown background can increase the brightness by 65% . And it is much higher than other colors!

Although these two tones are not commonly used in beauty makeup, they can stand out in beauty makeup banners.

3. Logo

The more logos you place, the lower the click-through rate. Generally, just one logo is enough.

4. How many items should be placed on the shelf?

The number of clicks is high even though the product is not displayed. Is this a fabrication?

No product placement

Multiple product placement

5. Content of the copy

The poster contains popular holiday words, such as 618, Queen's Day, etc., which are obviously helpful in increasing clicks.

6. How many models should be placed?

Celebrities are not included in the analysis factors, and beauty models mostly use lips, fingers, face and other body parts.

In the absence of products, multiple characters have a significant click-through boost.

Final summary:

1. High-quality scene pictures are more conducive to increasing clicks than solid color backgrounds.

2. Natural green and skin-friendly brown help increase clicks

3. Just one logo is enough, don’t put too many

4. Placing no products or more than 3 products is more conducive to increasing clicks.

5. The copywriter can choose hot holiday words, brand words, and promotional words

6. If there are no products, it will be better to place more than 3 models.

Are the above results within your expectations?