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5 Advertising Mistakes to Avoid in Web Design

Susan Dillicar - Monday, August 24, 2009
Web users know that websites want to sell stuff, and they accept that - unless the advertising gets in the way of their browsing.

Here are five types of advertising that users loathe:

  1. Pop-ups - The oldest and most hated form of advertising on the web.

  2. Talking ads - Users hate ads that suddenly, and loudly, demand attention.

  3. Expanding banners - Banners that hang ove the web page like a curtain are irritating and may drive users away.

  4. Floating boxes -  A box that coasts in after a minute and hovers in the center of the page with no visible way to turn it off just drives the user somewhere else.

  5. Misleading linked text. - A link that takes the user to another article or page that is unrelated to their search is a quick way to lose the user.
People visit web pages with a specific intention, whether it is to read a specific article, find a product, see wha'ts on sale or scan for news.  How well a web page satisfies the user's intention determines whether a user will return or recommend the site to others.  Advertising that intrudes on the user's experience may prove detrimental.  However, non-intrusive advertising that is highly relevant to a user may encourage him to continue exploring the site.

When designing your web page, ask yourself 'what are the intentions of the user?' How are people going to use this page? Design your page and advertising around that intention so that both the user's consumer needs and your business needs are satisfied.

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