Impact of animation and language on banner click-through rates

S. Zorn; D. Olaru; T. Veheim; S. Zhao; J. Murphy

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Impact of animation and language on banner click-through rates

Journal article

Open access

Peer reviewed

Impact of animation and language on banner click-through rates

S. Zorn, D. Olaru, T. Veheim, S. Zhao and J. Murphy

Journal of Electronic Commerce Research, Vol.13(2), pp.173-183

2012

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Abstract

This field experiment tested the impact of animation and language on the click-through rate (CTR) of banner advertisements across two website types. Animation results of over one million banner impressions were inconsistent for social networking and information websites. As expected, two languages, English and Norwegian, showed insignificant CTR differences. The CTR was under one tenth of one percent (0.1%), consistent with low reported CTRs for traditional advertising banners. The study contributes to research in testing different website design elements, an under researched area.

Details

Title: Impact of animation and language on banner click-through rates
Authors/Creators: S. Zorn (Author/Creator)
D. Olaru (Author/Creator)
T. Veheim (Author/Creator)
S. Zhao (Author/Creator)
J. Murphy (Author/Creator)
Publication Details: Journal of Electronic Commerce Research, Vol.13(2), pp.173-183
Publisher: California State University
Identifiers: 991005544994107891
Copyright: California State University
Murdoch Affiliation: Do not use- Former Murdoch Business School
Language: English
Resource Type: Journal article

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