Analysis of advertising skills in the context of Network Alliance (i.)

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Recently, the Product Department user experience Team of students in the Alliance environment ads conducted a series of research, aims to more scientific way to optimize the network Alliance advertising, we combine the experiment to get a variety of launch strategy under the real experimental data, hoping to give advertisers and customer service in advertising not only know the reason why, Of course, the ultimate goal is to improve the user experience at the same time enhance the advertising effect, the formation of users and Web site win.

Advertising in the context of the network, the general will consider the form of advertising and Web pages, advertising and Web content and browsing the three aspects of the crowd. This research is from the above three aspects, study the Web page information density, full-page and page advertising value, advertising location, advertising content and web content, crowd interest. Due to space limitations, this paper first on the Web page information density, full-page page on the value of advertising, advertising content & content & the interest of the crowd. Changeable advertising position into the next article, please pay more attention ~

Introduction to the experiment:

1, research objects: In the context of the network of the majority of the Text page and list page as the object of study

2, Research methods: eye movement research, including interviews before the experiment, hot map, screening and analysis of data;

3, the noun explanation:

(1) Participation: Notice the proportion of people who advertise when browsing the web

(2) Length of gaze: eyes gaze at the time of a region on the page, in seconds (s)

(3) Advertisement attention degree = Participation Degree * Long *100

That is, the length of the gaze. * Participation indicates the average degree of attention of all participating users to the ad; Multiplying by 100 is the integration of values, indicating that 100 people are concerned about the total length of advertising

Note: Because the following three experiments of the page layout, page content, advertising content is not the same, so the different experimental advertising attention is not comparable, only the same experiment under the advertising attention is comparable.

Ii. content of the experiment

1, the Web page information density on the impact of advertising attention?

(1) First of all, facing the complex network environment, different webmaster typesetting pages have different design principles. Although we all know that the appropriate white pages can bring users a better user experience, but the message is the core purpose of the Web page display. Faced with the two demands of experience and purpose, is the maximum amount of information and more advertising to fill the entire Web page to bring better advertising effect, or appropriate to stay white to arouse a good user experience to enhance the user's willingness to browse ads?

(2) Cognitive psychology holds that each cognitive activity needs to occupy and consume certain cognitive resources, and when the resources needed for cognitive tasks do not exceed the total resources, attention should be paid to coordination and distribution. When the page information is very large, users will feel a huge cognitive burden without detailed processing information, crowded pages even if full of ads, users will only pay attention to important content and ignore unimportant advertising information.

(3) Take the list page as the research object, use the white amount and the advertisement number to measure the information density. On the left page user experience is poor but the information content is big, leaves white few 5 advertisement, the right page information content user experience is good, leaves the white to have 4 advertisement more.

(4) Through the Eye Movement experiment found: Crowded page users need to browse for a long time but less attention to advertising, relaxed page users to browse the time is short but more energy can be put on the ads. Therefore, in order to show more information to increase the number of ads in the Web page to fill the information, and can not improve the probability of users browsing ads, but because of the large amount of tasks, and make the user psychological pressure to read the closing page. As shown in the following illustration:

2, the whole page and the page under how to distinguish between advertising can cause the biggest advertising attention?

(1) The content of the text page on the page, some of the whole page is presented, and some are divided into several pages in batches presented. Full page and pagination in the form of no good or bad points. Importantly, when you choose different forms of page presentation information, how to make the page information and advertising to get the most attention, play each form of the advantages of the page, we need to study and learn.

(2) The layout of the whole page and pagination is shown in the following illustration:

(3) Overall, the entire page and pagination all the total advertising attention, the best effect of the whole page, that is, the article and the ads are placed on a full page, so that the overall attention of the advertising is the highest, as shown in the following figure:

(4) If the page layout itself is paginated, how should you arrange the distribution of ads on each page?

Page 1 of the advertising effect is the best, so in advertising, we should pay special attention to the ads on page 1, and 3 of the advertising effect, page 2 is the worst effect. As shown in the following illustration:

But here needs to be explained, the experimental environment and the real environment has a certain difference, although pagination 3 of the advertising effect is better than the page 2, but the more pages appear more users less patient, the probability of browsing is smaller, the last page of user browsing probability is the smallest. Therefore, excluding the impact of the experimental environment, the page advertising value in descending order. Pagination pages with the number of pages increased advertising effect of the first reduction.

3, the content of the advertisement and the content of the Web page How to make the advertisement the best effect?

Customer ads will be based on the content of the Web page or the interests of the user orientation; For example, how the advertising content and content of the various placement techniques can make the advertisement receive the most attention, the user interest and the content of the advertisement? When using these smart launch tools, customers are recommended to use a number of launch strategies to increase the level of advertising attention. But most of the time, in why choose a strategy, customers only know it but do not know why. In response to these questions, we carried out a scientific quantitative study, not only on the delivery of good advice will also tell advertisers or customer service Why to give these suggestions, using data to speak to the advertisers not only know the reason for it.

(1) First, what is the relationship between advertising and page content, this relationship will affect the advertising attention?

We selected three different content pages, include: Clothing page, car page, Home appliance page, also selected three kinds of ads, including: Apparel advertising, car ads, home appliances ads, the three ads at the same time on three different pages, so that each content ads on different pages appear on the position and the number of equal, The experiment found that when the content of the advertisement is consistent with the content of the page, the advertising attention is the best. That is to say, the user browses the clothing page, will pay more attention to the clothing advertisement, browses the automobile page, pays more attention to the automobile advertisement, browses the Home appliance page to pay more attention to the home appliance advertisement.

(2) Second, user interest will affect the attention of different ads, when the user is interested in a certain content or not interested, how to put the relevant ads?

We divided the user into the content of the page is interested and no interest in the two groups, will be related to interest & and interest of unrelated ads on these pages.

The experiment found that when the user is interested in the content of the advertisement, the interest-related advertisement is put into the page of interest, which means that the user's interest & content & Content is consistent and the advertisement is most concerned.

When the user is not interested in the content of the advertisement, the user is not interested in the advertisement, and the content of the advertisement is better than the page content. That is, advertising content & page content consistent, advertising the most attention.

To sum up, whether the user is interested or not, in the choice of advertising, to ensure that the content of the ads and page content related to the best advertising effect.

Of course, to improve the user experience in a complex and changeable environment to enhance the effectiveness of advertising is not easy. This study is a simple attempt, if you can be inspired and in-depth research, and in the near future to apply it to practice, then our user Experience team can play the purpose of the goal is also very gratifying. Because of the length of the relationship, this article is based on the overall page layout, Web content, user interest in the study. The next article will look at the details, through the different advertising positions, to the position and advertising focus on in-depth research, please expect.