A summary of the results of actually testing 152 different banner image designs to see which one produced the best results

We will examine

What kind of banner image design is the strongest? I actually tried it out with GIGAZINE - GIGAZINE

This time, we randomly ran 152 different banners and 153 different states, including 'no banners,' to check the various data. Details of the valuable results data on which designs actually won are below.

Normally, we would have liked to examine which banners led to new registrations for Secret Club members, but in this case, we gave up because we did not have enough data to make a clear difference. The next candidate for evaluation was 'click rate,' but the amount of data was also small, so we could not find a statistically significant difference.

So this time, we decided to examine 'What effect do banners have on readers' behavior in the first place?' Using the absence of a banner as the standard, we will check the percentage of readers who leave GIGAZINE when each banner is displayed, that is, how much it affects the dropout rate.

When we looked at the data, we found that there were no banners that had an extremely negative effect on the bounce rate, and it seemed that no matter which banner we displayed, users would not leave. However, at the same time, we found that there were banners that overwhelmingly reduced the bounce rate. The following are banners that make readers think, 'I want to read more GIGAZINE articles,' whether consciously or unconsciously.

The results are as follows.

◆Banner that reduces the bounce rate slightly
The five banners below were successful in slightly reducing bounce rates.

The statistical data looks like this. The data is obtained in the form of retention rate, that is, (1 - withdrawal rate), so the higher the number, the lower the withdrawal rate.

◆Banner that moderately reduces bounce rate
The five banners in the figure below significantly reduced the bounce rate.

We succeeded in increasing the retention rate by more than 100%.

◆Banner that significantly improves bounce rate
The banner below significantly improved the bounce rate.

In terms of retention rate, the banner on the left succeeded in increasing it by 159%, and the banner on the right by 195%.

Compared to all the banners in the previous article , 'Become a sponsor of GIGAZINE!' was completely wiped out, and only one banner 'I'm going to die if I don't support you soon!' barely made it into the rankings. Although there were originally 62 banners with the message 'We need your power,' they still made up a high proportion of the banners that ranked in, which made me feel the strength of the message.