I’ve been tracking some really interesting data from our advertisers recently. I sent some information to a group of sidebar advertisers whose ads weren’t performing as well as the average, with some tips on how to change their image to one that performed better.
On average, I found that ads that showed a couple being romantic (rather than staring straight at the camera or something else) had a 17% higher click-through rate (CTR). Ads that were sized incorrectly (like you couldn’t really tell what the image was) got 63% less CTR than average. Ads that showed two women had a 38% higher average CTR.
After the advertisers sent in their updated ads, we also found that ads that switched from not showing an LGBT couple to showing an LGBT couple had an average 76% higher CTR.
Vendors, keep this in mind when you’re working with and marketing to LGBT couples! One of the things we hear over and over again is that vendors really need to show pictures of LGBT couples on their website, and this rings true with our sidebar ads as well.