Optimise page length

Analytics

from Elizaveta Permyakova

 

Convention wisdom about online ad placement has traditionally broken into two camps. On the one hand, the top of a page is the most eye-catching real estate and the most likely to be seen. And that makes it the best spot to place your ads.

On the other hand, placing ads lower on a page is less in-your-face and, as a result, less annoying for visitors. And that makes it the best spot to place your ads.

Of course, conventional wisdom is nothing compared to data. And instead of trotting out theories, the most efficient way to determine scroll depth – and, by extension, help determine where to place ads – is to analyse visitor behaviour.

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Select the scroll position option and enter the page you want to analyse.

Use the Webtrekk Digital Intelligence Suite to execute scroll position analyses.

Generally, there exist three methods to analyse this behaviour:

  1. Ad view tracking
  2. Ad click tracking
  3. Scroll depth analysis

The first two methods are effective when a visitor has reached an ad, thereby relaying data to the tracking pixel, or clicked on an ad. Pretty straightforward.

The situation becomes more complicated, however, with visitors who don’t scroll down far enough to reach all the ads, and therefore don’t trigger click tracking or view tracking.

That’s where scroll depth analysis comes in. The Scroll Depth Plugin from Webtrekk can be used to determine how close the advertisement was to being viewed, if not clicked. The technology is based on scrollbar position tracking. The position is returned as a percent of depth: 100% means the scrollbar (and the reader) reached the bottom of the page.

So if you don’t want to use the top of the page for ads – and risk irking your visitors – you can still study how deep your visitors get on your pages and place your ads accordingly. If most readers only get to 80%, don’t place an ad at 90%.

Importantly, scroll depth data should be viewed as an invitation to test, not set-in-stone fact. Every change on a website or app should become a subject to test.

If advertising on the website is an additional source of revenue and/or the owner is more interested in gaining a loyal user base rather than monetisation, it is recommended to place adverts to the lower page area. How low? Well, that needs to be tested.