We’ve recommended pairing landing pages with banner ads in our MarCom systems for our clients, but now we have solid evidence to support that hunch. A recent Marketing Experiments webinar explored this topic and reported a 285% increase in effectiveness when testing this.
Why? Consumers don’t experience as much “mental friction” when things flow smoothly from the banner to the landing page. There is less confusion. Even a split second of hesitation costs you.
Now imagine leaving this decision up to a local dealer that is spending your co-op dollars. Will your system offer a fool-proof method for executing this best practice? The solution is simple: Your Ad Builder or MarCom portal needs to offer banner ads paired with matching landing pages for your dealers.
Clearly leaving the choice up to a dealer isn’t as effective as controlling this vital element in your system. Make your co-op funds stretch farther, be more effective and help your dealer execute an great campaign that sells more units for you. It’s a win-win.