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How 7 Display Ads Convert Their Clicks: Customer Acquisition Chain Link 7

May 4, 2012 By Carrie Burns, Cynthia Tully and Dorothy Weaver
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[Editor's note: This is the seventh "link" in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Check back Friday, May 11, for link eight: mobile acquisition chains.]

We clicked on seven banner ads during February 2012. Online display has enjoyed a major growth spurt and is likely to pass paid search in terms of spend in the next couple of years. It’s all the more reason to get customer acquisition chain done right. Here is our analysis of the display ads we reviewed:

Display No. 1: Victoria’s Secret. Link: http://www.victoriassecret.com/?cm_mmc=AveA-_-AOL-_-15off100-_-HP0126. The banner showed several discounts for Valentine’s Day purchases, most prominently $15 off of a $100 purchase. The landing page carried through the look and feel of the banner, using the same artwork and copy. A different Victoria’s Secret banner promoted swimwear, and that link took us to the page featuring swimwear. Victoria's Secret is doing customer acquisition correctly on multiple banner ads with different promotions.

Display No. 2: iContact free trial offer. Link: http://go.icontact.com/display/sb. The banner advertises a free trial offer and the top three reasons to try this email service. The landing page repeats the offer, identifies the three reasons, and is a very simple site that does not confuse visitors at all. It’s another excellent customer acquisition chain example.

Display No. 3: Radio Shack. Link: http://www.radioshack.com/home/index.jsp. The display ad talks about matching price on a variety of mobile carriers. The landing page meets consumers’ expectations with great detail on their offers and one click to start shopping. Its’ perfectly acceptable customer acquisition.

Display No. 4: Weight Watchers. Link: http://www.weightwatchers.com/templates/marketing/Landing_1col_nonav.aspx?pageid=1315681. WW’s banner introduces their PointsPlus 2012 program with a “Learn More” call to action button. The landing page continues the process and offers the consumers the ability to find a meeting or sign up online. The landing page is relevant to the banner and the conversion process is simple and easy.
 

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