Do users click not just anywhere, but where something caught their attention?
In the era of digital marketing, user attention is a valuable resource for which companies and individual affiliate marketers are constantly fighting.
In this context, advertisements play a vital role, not only to be noticed, but also to encourage the user to click on them.
The question arises: why do users click on some ads and ignore others? The answer lies in what attracts them to the ad.
In this article, we will look at the key factors that influence a user’s decision to click on an advertisement.
01
Visual appeal
The visual elements of an advertisement play a vital role in attracting attention. Colors, images, and typography can make an ad more noticeable and attractive.
Bright, contrasting colors and high-quality images can make your ad stand out from the crowd, prompting the user to pay attention and decide whether to click (or not click) the button.
Examples:
Using bright colors, such as red or orange, to highlight key elements. This approach is especially effective when contrast is used, such as "bad - good." For example, the original price is shown in red, and the best price with a discount is shown in green.
High-quality, relevant images that immediately communicate the product or service to the user.
02
Target audience and relevance
Advertisements should be targeted to the right audience and match their interests and needs. Personalization and targeting of advertisements based on user data significantly increases their effectiveness. Users are more likely to click on advertisements that match their interests and current needs.
Examples:
An ad for sports equipment shown to a user who had previously searched for information about fitness.
Personalized offers based on previous purchases or products viewed.
03
Clear and compelling message
The message in the ad should be clear, concise and compelling. Users should immediately understand what is being offered and what benefit they can get. Strong calls to action (CTAs) such as “Buy now”, “Learn more” or “Get a discount” work well.
Examples:
A short and clear description of the unique benefits of the product.
A bright call to action button that is easily noticeable and attracts attention.
04
Trust and social proof
Credibility elements and social proof play an important role in a user’s decision-making. Reviews, ratings, and recommendations from other users can significantly increase the appeal of an ad. When a user sees that other people have positive things to say about a product or service, they are more likely to click on the ad.
Examples:
Using positive reviews and high ratings in advertising materials.
Mention famous brands or personalities who use the product.
05
Urgency and limited offers
Creating a sense of urgency and using limited offers is a powerful way to encourage users to take action. Phrases like "Today Only," "Limited Offer," or "Last Chance" encourage users to click to grab a great deal.
Examples:
Limited time offer.
Indication of limited quantity of product in stock.
06
Example: Amazon
Amazon is a great example of a company that effectively uses all of these techniques in its advertising campaigns. Bright and attractive visuals, personalized offers, clear calls to action, product reviews and ratings, and limited-time discounts all contribute to users actively clicking on ads.
07
Gutenberg Diagram
The Gutenberg Diagram is a concept that explains how users visually scan pages of text content.
Understanding this phenomenon helps web designers and marketers create more effective and attractive pages by directing users' attention to key elements.
08
How does the Gutenberg diagram work?
- Primary Area (upper left corner): This is where the user begins their scanning. Logos, navigation, and important headings are typically placed in this area.
- Strong Area (upper right corner): This is a continuation of the eye from the primary area. It is effective to place key messages or call-to-action (CTA) buttons here.
- Weak Area (bottom left corner): Users spend less time in this area, so less important content is placed here.
- Terminal area (lower right corner): This is where the user's gaze ends its movement. Placing elements that encourage interaction, such as buttons or links, can be effective.
In fact, zones 1 and 4 attract the most attention from users.
09
How to use Gutenberg diagram to improve website conversion?
- Place important information — logo, offer, slogan — in the upper left corner of the screen. This will help the user immediately identify your company, service or main benefits. Your task is to attract attention and direct the visitor to perform the target action.
- In the lower right area — an order button, a call to action, an offer and a motivator for scrolling. This is where the visitor decides on further actions - to stay, quickly view the page or carefully read the content, whether it is worth doing business with you.
- In the upper right area you can place secondary information: telephone numbers, a form for ordering a call back, working hours, region. The visitor will glance through, note what is here, and move on. If necessary, the subconscious will carefully prompt where to find all this.
- The bottom left area is the "dead zone". If you place an important message here, the visitor is more likely to either not notice it or filter it out as unimportant.
10
Conclusion
A user clicking on an ad is not an accident, but the result of a well-thought-out and well-executed marketing approach. Even if most of the methods sound trivial, they work. Why reinvent the wheel if it's already working?
Visual appeal, relevance, clarity of message, elements of trust and social proof, and creating a sense of urgency are all key factors that grab a user’s attention and encourage them to click. Understanding and using these factors allows companies to create effective advertising campaigns that actually work.
