A balanced way of website advertising and user experience

It is undeniable that advertising is an important part of the revenue of the website, and the position of advertising in the Internet is also very important. By the Year 2011, America's Internet advertising coverage had surpassed that of television, worth 36.57 billion of dollars.

Although a lot of interest-oriented Web sites are too dependent on advertising revenue, but if a website advertising too much or improper use of advertising, will directly lead to a bad user experience, then users may no longer visit the ad too much, see on the upset.

Just say the current video site of the domestic advertising bar, a few minutes of video, opening nearly a minute of the game ads. Have to force a lot of students to install "advertising Terminator" and other plug-ins to shield.

How to provide users with a comfortable browsing experience, but also to earn advertising revenue, which need to find a balance point. In this article, we will discuss how to achieve a balance between advertising and user experience in web design.

Understanding Advertising

This is necessarily the first step in the design, first of all to understand the ads, try to choose those design attractive ads, rather than choose that vulgar, very low advertising.

Advertisers will buy your ads, in fact, is mainly to improve their own exposure rate. The higher your site visits, the higher the exposure rate of advertising, the more money you earn. So the home page of the ad is certainly more expensive than the child pages, the top of the ads are more expensive than the bottom of the page.

The New York Times Web site's Banner-style ad

Changing the advertising exposure rate to a conversion rate, sometimes depends not only on how many people see it, but also on how many people click on it. If you are going to design the site is for advertising and health, interest-oriented, then the design of the heart will have a small 99: How to design, how to layout, in order to achieve a better display effect.

For those who rely on advertising for a living site, advertising is essential, users are the fundamental to their profit, overly saturated advertising will allow users to leave, advertising too little, and difficult to maintain. So the design must have the skill, strives for both to let The Advertiser be happy, but also can let the user satisfy.

The size of the advertisement

Advertising size is not the same, there is no strict rules that you should use the size, but you should know some of the more general size, so that in the advertising, you worry, advertisers are also worry-do not have to change the size.

It is highly recommended that the above set of size standards, from the bulletin board, to the list, to the drop bar, have a clear size.

Of course, there are other elements that need to be considered.

Advertising should not be too large, thereby interfering or affect the normal use of the site, not to block the user needs to browse the content of the site.

And the size of the advertisement should be moderate, and the contrast between the elements of the page to coordinate, so as not to have a sense of abrupt and intrusive.

For example, the major portals of the Banner design are in place, users can also be accustomed to, you may wish to learn. The individual is particularly fond of the background ad bit. Elegant and appropriate advertising, but also do not hinder the absorption of information on the site, or even to a certain extent, embellishment of the site, more ornamental.

The position of the advertisement

Direction is more important than speed, and position is more important than size. Sometimes the first small piece of the page is more expensive than a large area at the bottom of the page. Similarly, users generally look at the content of the first page, the content of the bottom of the page will not be too concerned.

How to make ads and content also have a high degree of identification, without disturbing users to read it?

Twitter's AD (promoted Tweets), launched in the last few years, is good enough to display ads with minimal reading interference.

Similarly, Google will display ads on the right side of the search results page, as much as possible without disturbing the user. As for how to distribute the position of the advertisement, it is suggested to study the layout theory, such as the F-style layout and the z-style layout, which is based on the user's one version will be along the z-line or F-line browsing the content of the habit summed up.

Z-style layout: The advertisement avoids the Z-line as far as possible, avoid interferes the user to read.

F-style layout: Pay attention to the position of the advertisement

If your site has been put on the ads of several advertisers, you can try to choose to focus on a certain area of the page, of course, so the effect of advertising is not so good, advertising is difficult to distinguish between each other, so how to do, see your negotiating wrist and design skills. Individual or recommended user-oriented.

As for Google ads, do not belong to the design category, please check the relevant content.

The frequency of the advertisement

Where there is less advertising, where there is more advertising, is also a skill.

On the home page or search list page, there is less advertising because users are eager to search for information and read content. Once the user has found the exact content, you can put a little more ads in the child page, but don't interfere with reading. A bit more advertising.

Times of the homepage, basically no ads, information search is very convenient.

Although the home page's ads are more powerful, the user experience gets worse, and the user feels less comfortable.

The home page of the time site has only one advertisement, and the rest is either information content or navigation. But in the content page, there is a lot of advertising.

Youku: "Chasing the British to catch a beautiful play" here the folding is quite creative, expanding the page space.

Similarly, such as Youku's video stations, home ads are very small, but the video content of the advertisement is very long, (amount, small make up I want to take personal position of the video embedded in the ads 15s has become 60s. And then look at Youtube's homepage there is no advertising, advertising is also in the video page.

Summarize

We are also facing a balance problem, one side is to send money to you advertisers, side is to help you make money users. The preconditions for negotiation, human touch and attention to users cannot be lost. Therefore, make a decision must be prudent, thoughtful, reasonable consideration of advertising size, location, frequency and so on, optimize the relationship between advertising and content, do not do that kind of advertising rampant website, so not long, this is "kneeling, the money earned." "So we should be reasonable design, but also for the sake of users, for" standing, but also the money earned. ”