Abstract
The purpose of this paper is to seek answer to the questions how banner ads and their possible effects can be utilized for conversion rate optimization. Therefore, the concept of the alleged banner ad (ABA) was developed, which can be utilized in the context of the conversion optimization. The implementation of distracting elements is counter intuitive for conversion optimizers – especially in critical steps of the user journey like the product detail page. However, a very deliberate placement of an alleged banner ad could offer new potentials for conversion rate optimization. In contrast to the first intention of conversion optimizers, the user will not be distracted due to intentional leveraging of banner blindness. The use of this concept must be viewed very critically and must be implemented in a nuanced and individual manner. The risks for companies underly in its increased possibility that the user might consider ABAs as an attempt of manipulation. The concept of the ABA should be seen much more as a possibility to place conversion-promoting content in a targeted manner. This placed content in the product environment can be, nevertheless, thematically more distant from the product.
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Silbermann, P., Fertig, T., Schütz, A.E., Müller, N.H. (2020). Utilizing Context Effects of Banner Ads for Conversion Rate Optimization. In: Zaphiris, P., Ioannou, A. (eds) Learning and Collaboration Technologies. Human and Technology Ecosystems. HCII 2020. Lecture Notes in Computer Science(), vol 12206. Springer, Cham. https://doi.org/10.1007/978-3-030-50506-6_44
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