PLP Banners
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.
# Before
Too many decisions to make leading to poor conversion rates
# After
26% increase in credit signs ups and a +12% increase in total registrations
Do
- 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
- Don't distract customers with potentially irrelevant offers or cross-promoted areas