Accessibility in advertising refers to the user’s ability to get where you intend them to be. It includes all aspects of design, from the banner the user clicks to the landing page and funnel the user travels through to get to your “Thank You” page. In order to improve the accessibility of your mobile campaigns, you may have to reexamine several aspects of your campaign. Here are some ideas on where you can begin to make effective changes.
Banner
On the banner, you have two prime concerns: what you can show and what you use to provoke the click. Size can make the first concern a problem, as your size may limit you to what you can effectively display. The call to action must also entice the user into doing something, and so should be as specific as possible. Try to keep your messaging to a single tag line, and keep that line as simple as possible. Also, do not underestimate the power of a screen capture. Displaying the product, service or landing page can be an effective way of informing and enticing the user. When images do not work, consider altering colors.
Landing Page
The rule of thumb for usability is to decrease the amount of input needed from the user, but the nature of this business requires testing to confirm what users will respond to. Test out longer and shorter forms, figure out what information you need to process the conversion, and work on shortening the funnel as much as you can.
Bio: For more than ten years, Ted Dhanik has boosted traffic and leads for businesses using display advertising. Ted Dhanik is the co-founder of engage:BDR, and a mentor at the startup accelerator Start Engine. Ted Dhanik also publishes advice on mobile and desktop advertising to Ad Age and Venture Beat.