We use banners to promote content or products that we want our customers to see.
They are a very effective way of calling out an offer or showing we've got a new range of products. They're often the most prominent thing on the screen, so should be designed carefully and with consistency.
# Showcasing products
The job of a Product List Page is to showcase our products. A customer has shown some intent to visit a Product List Page and we should respect that intent by making it easy to do what they came here to do.
Imagine going to buy a loaf of bread but being bombarded with offers and incentives for something you don't want - you'd probably want to leave. The same principle applies when shopping online.
To make it easy to focus on product, banners shouldn’t appear on our Product List Pages.
# Jacamo credit case study
We tested a scaled down version of the Jacamo credit banner, against the original version. Our plan was to: Simplify the on-screen infrormation and to provide further information when the customer wants it and also to change the headline to match where the user was in their journey.
Too many decisions to make leading to poor conversion rates
26% increase in credit signs ups and a +12% increase in total registrations
- Respect a customer's intent
- Allow our customers to focus on their primary task (i.e. viewing the products they've searched for)
- Don't distract customers with potentially irrelevant offers or cross-promoted areas