Utilizing ads on your website can increase revenue. Some businesses make as much off affiliate programs as sales of products or services. However, finding the right balance between ads and user experience (UX) requires finesse.
You should prioritize UX because your ads will get little traction without site visitors. Savvy website owners embrace best practices to enhance both revenue and UX.
1. Limit the Number of Ads
Some sites put up so many ads that users need help finding the content they need. How many are too many? The perfect balance may vary from one audience to another. Part of figuring out what works best for yours is knowing your customers and using a bit of common sense.
In a Picnic/YouGov survey, researchers found 70% of consumers find digital advertising annoying at best. Plus, nearly 90% of site visitors say they are less likely to return if they have a poor experience, meaning these annoyances could cost you repeat readers. While you may need the revenue to keep your site profitable, avoid overwhelming visitors with clutter.
It is impossible to state a specific number of ads that perfectly balance every site. Instead, listen to your users. If they complain about the ads, you have too many. Try multivariate testing — running one page with only two or three ads and one with more — to see which version converts best.
2. Make Speed a Priority
With advances in 5G and high-fiber internet speeds, people expect sites to load in milliseconds. If you have a lot of bulky ads on your page, it can impact UX as the person waits for the images to load.
Although many people have access to high-speed internet, some do not. Consider the slowest connection someone might have and aim to make their experience optimal.
3. Track and Fix Rage Clicks
Your site’s health shows up in the backend analytics. For example, if a particular link or button has rage clicks — repeated attempts to click on an element repeatedly and rapidly — you must test it and see if the link works.
A frustrated user will likely bounce away when page elements do not perform as expected. Your ads can create a similar problem, especially if they link to a third-party site. You may initially use a link an affiliate sent, but they change their website structure and the link no longer works as intended.
4. Test Ad Placement
Where is the best place to put your ads so they are non-intrusive? Each website is different. Your content impacts how invasive an ad is, and user preferences also come into play.
The best way to find the perfect ad placement for your website is to conduct A/B testing. Try ads above the fold, below the fold and in the sidebar. Pay attention to where people click. While you want them to look at advertisements and click on affiliate links, you also want your site sticky enough that they stay around for a while and bookmark pages for revisits.
What do other successful websites in your industry do? Note where they place their ads, how many they use on a page and how frequently they move them around. If something is not working, shift it to another area of the site.
5. Consider Aesthetics
Enhancing your website’s UX is about so much more than design. Even color selection impacts users. Once your site functions as intended, focus on its look and how well the ads mesh with elements such as the background color or other visuals on the page.
Step back from the computer and view the design from a distance. Pull it up on your mobile device and see if the ads overwhelm someone using a smartphone or tablet. Put yourself in the visitor’s shoes and make adjustments for an exceptional experience while driving traffic to money-making areas of your online business.
6. Focus on Native Advertising
The most effective ads blend with the rest of the website’s design and purpose. Rather than intruding on the user experience, they enhance it. Visitors often find native ads more attractive, too.
You can dig into your audience demographics and use sophisticated segmentation and targeting to make the ads as non-disruptive as possible. The result may be higher click-throughs and better returns. You can also focus on content-driven options related to the topic. Since the customer is already interested in what they are reading, they are much more likely to find the ad relevant.
Revenue and UX Are Equally Crucial
Balancing revenue needs with user experience is challenging. You must get details in front of people to make money, but at the same time, ads aggravate a lot of people. Finding the right mix takes time and testing.
Pay attention to analytics, survey customers, and look at heat maps to determine what is working and what needs replacing. Over time, you will succeed in both areas and find the perfect balance for your business.
