Impact of animation and language on banner click-through rates

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

Access Status

Fulltext not available

Authors

Zorn, Steffen

Olaru, D.

Veheim, T.

Zhao, S.

Murphy, J.

Date

2012

Type

Journal Article

Metadata

Show full item record

Citation

Zorn, Steffen and Olaru, Doina and Veheim, Thomas and Zhao, Sam and Murphy, Jamie. 2012. Impact of animation and language on banner click-through rates. Journal of Electronic Commerce Research. 13 (2): pp. 173-183.

Source Title

Journal of Electronic Commerce Research

ISSN

19389027

Remarks

See the Related Links field for a link to the electronic version of the journal

URI

http://hdl.handle.net/20.500.11937/33449

Collection

Curtin Research Publications

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.