The interaction in advertising should help you understand the offer. See how to plan a simple mechanism, clear call for action and evaluation of campaign effect.
One interaction, one clear task
Interactive advertising may allow you to compare variants, answer a question or see a fragment of the offer. The project is worth starting with the purpose of this action. The eye-catching movement itself does not yet say whether the recipient better understands the product and will know what to do next.
For a campaign headed to Warsaw, it should also be determined whether the recipient is interested in visiting a specific place, getting a contractor or a service available remotely. This information affects the content of advertising and the target page. It should not appear until after filling out the form.
Example: choice of service use
Let's assume that advertising presents three applications of the same service. After indicating one variant, the recipient sees a short explanation and a button leading to the right part of the offer. It is a simple mechanism that can help you choose without extended game or long animation.
Each option should have an understandable name and visible state of choice. Buttons must be handled by touch, and the change of content should not move the entire layout. If advertising is to work on the external network, format limitations, weight and interaction handling must be confirmed before the material is produced.
Ensure the compatibility of advertising and the target page
The user should find the selected subject at the click. When advertising encourages you to know the variant for a small company, moving to the general home page may require you to re-seek information. It is better to prepare the appropriate section or subpage and keep a coherent naming.
Also design a static variant. It will be useful in places that do not support full interaction, and to compare whether an additional mechanism actually helps. Do not hide the key terms of the offer in the condition available only after a few clicks.
What to measure and how to draw conclusions?
Split open advertising, use of interaction and transition to the offer. The number of clicks alone does not answer the question whether the recipient has performed a valuable action. Check further contact, taking into account available data and the accepted method of measurement.
- Does the recipient understand the task without instructions?
- Is it easy to go back to another variant?
- Does the text fit in each required format?
- Does the destination page continue the selected thread?
The next step is matching the target page to advertising and web campaign planning.
