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Web site Conversion 101: Banner Blindness

You’ve heard of the blind main the blind, however possibly you haven’t heard of the blind ignoring your net banners. It will not be a world epidemic, however it’s an issue each web site proprietor ought to concentrate on, particularly since banners have gotten increasingly more well-liked and obligatory.

However what precisely is banner blindness? It’s when website guests both consciously or unconsciously ignore banners, and even something that appears like a banner. There might be a variety of the explanation why your banner is being ignored. Perhaps its distracting and disruptive to the movement of the positioning, or possibly it breaks a consumer’s focus.

Most customers ignore banners if it distracts from their function for being on the positioning within the first place, which implies not solely is your banner not working, however now your customers can’t navigate your website!

So how do you keep away from banner blindness? Preserve these 4 key factors in thoughts and your banners will keep related and helpful.


It’s essential to place your banner in a spot the place it is going to be probably the most useful. We’ve talked about earlier than that customers learn a webpage from left to proper, prime to backside, so place your banner in these optimum “learn areas” to get probably the most out of it. Additionally remember the fact that customers hardly ever hunt down info that’s not proper in entrance of them. Be certain the banner is of their direct line of imaginative and prescient, not of their peripherals.

In the event you use a number of banners on totally different pages, maintain their placement constant all through your website. This can assist with navigation and keep away from confusion.


A profitable banner balances mixing in to its environment with drawing consideration. Your banner ought to seem prefer it belongs with the remainder of your website, however nonetheless stands out with contrasting colours, fonts, or shapes. Play with these particulars till you’ve gotten a banner that meets each of those {qualifications}.
One thing that’s straightforward to misuse whereas designing your banner is animation. It’s doable to stroll the high-quality line between refined, eye-catching animation and one thing distracting and misplaced. An excessive amount of animation can result in a unfavorable affiliation together with your website—one thing each web site proprietor ought to keep away from.

Content material

Now that you simply’ve captured the eye of your customers you may concentrate on what it’s saying. The content material of your banner needs to be related to the web page it’s on. There’s no want to incorporate a coupon for an oil change in your About Us web page; this may occasionally distract from the aim of the web page.

The final piece of content material in your banner needs to be your CTA (call-to-action). We’ve talked concerning the significance of CTAs earlier than, and the significance of getting a clickable button that brings website guests nearer within the buy course of. Your CTA ought to encourage some sort of motion, reminiscent of “Get 10% Off Service” or “Obtain a Present Card with Check Drive.” Including time-sensitive phrases like “Now” may assist drive a way of urgency. This can create a necessity the place clicking your banner brings a couple of resolution.


Even when you maintain all of those factors in thoughts, your banner received’t obtain something if it’s not helpful. Your banner ought to assist your customers throughout their go to and keep away from distraction. That is much more essential in case your customer is utilizing a cell app. These banners needs to be straightforward to learn, straightforward to faucet, and quick sufficient that it doesn’t push all of your content material out of sight.

Preserve these factors in thoughts to make your banners as pure and non-disruptive as doable to keep away from banner blindness. Banners could be a great tool if used correctly, but when your website guests have gone blind to them they received’t do you a lot good!

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