How Important is Content in Banner Design?
The key to successful banner campaigns centers on the CTR, click through ratio, and the sales. Therefore, you should make sure the content would inspire people to click and check out your site.
Animations can increase the CTR, but you have to remember a few things. They should not clash with the web page. You want it to attract attention but in a subtle manner. If the download time on the web page takes a long time, make sure the first frame contains your message. Endless loops tend to irate people.
You will receive a higher CTR if your banner has yellow, blue, or green colors.I found some more information here. Try to stay away from black and white, and use very little red. Placing graphic images, that state “Click Here” will also improve your CTR, as will the word “Free.” People love free items. Do not put too many words on your banner, but do try posing a question. “Looking for a special gift?” will attract people who want gifts, so they will click on your banner.
Remember to change your banners and if the CTR has decreased then try changing it up a little. Sometimes, one simple change will make all the difference.