Since my last post on who clicks your ads?, I am still interested to find out why and what makes us click on the ads? Have you wonder what makes you want to click the ads?
First of all, when come to human/organic traffic we all want to evoke emotional responses to our online marketing devices. There are dozens of emotions we can feel when we see an ad or a website, showing appreciation is one of them.
To get to the bottom of this, we need to understand what compels us to click, or interact. I have summarized them into five main categories:
Appreciation-It is undeniable that some of the web users click on the ads to show gratitude to the web owners. It is the most practical way to show their token of appreciation for the web owners’ effort on sites. I do not know whether you will have this kind of gratitude, but I do.
Trust—When a web user decides to click on an ad or navigate a website, they usually make several assessments in the blink of an eye. You see, I need to feel a sense of reliability and trust in what I am doing when I decide to interact. Do you agree with me? When the web users do, they are more likely to interact with a sense of purpose.
Curiosity—Many web users click because they are simply curious about what they have seen and want to see what’s to come. So try to make your ads as creative as possible to draw their curiosity, however there is one deadly drawback - curiosity clicks will harm your ROI as the person clicking lacks the intent needed to enter into the sales cycle—This brings conversions way down.
Gain—We all act and interact motivated by gain. This is dynamic and exists exclusively online only. Whether it is financial gain, increased intelligence or bragging rights, often times we find ourselves interacting because it means something better for us and our lives.
Fantasy—The great thing about the web is that it allows us to live out alternative lives with the click of a mouse. The infinite amount of information and content the web contains allows us to be transported into lifestyles and situations we would never dream possible. All in all we believe that we could earn a living online, some even are making a fortune online right now such as JohnChow, problogger and techcrunch.com who are making money online without leaving our desktop.
Error—Various studies have shown web users click ads in error upwards of 17% of the time. It is not new that some of us really know how to place those ads, and make web users click in error on their sites. It is a norm now and become part of the standard protocol of navigation. Why do we click in error so much? As bandwidth increases, the speed of the web has made it such that we simply aren’t navigating based on what we read so much as what we see and feel. The more intuitive an ad or website is, the less clicks in error are made. This is a very important dynamic as you will read below.
Now that we know why we click, and what are those pitfalls of the reason why we click. So for those who eventually are OR want to have their online advertising, you may have to put some effort on creative graphics, copy and interactivity, to encourage your web users to click more!! Click more!! ^^;