Impact of Digital Assets On Business Performance

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

Digital assets are one of the first things that your audience sees about your brand online. Whether we’re talking about your: 

  • Logo
  • Display Banner Ads
  • Web Design and Landing pages

We can discuss the direct impact on your perception as well as revenue. In the following few chapters, we will dissect the most prominent digital asset categories and what key performance indicators do design decisions affect.

Impact of Native & Banner Ads

Native and Banner ads are the most dominant form of digital marketing. Given space and positioning constraints of these ads, you must make the most of it. Suitable banner ads are disruptive, and they need to take into consideration the backgrounds and layouts of their positioning to create an environment in which users’ attention will be diverted from the main flow of the website on which the ad is showing on.

Well designed banners and native ads increase click-through rate (CTR), user engagement, traffic to your website, number of sales, and increase awareness of your company on the internet.

The average click-through rate on display ads is only 0.05%, while on native ads it goes up to 0.38%, and on smartphones and 0.16% on desktop. 

These are the most popular Google Ads Banner Sizes you can incorporate in your display campaigns:

  • 300 x 250
  • 336 x 280
  • 300 x 600
  • 320 x 100
  • 728 x 90

For Facebook, Instagram, LinkedIn, and Twitter Native Ads, the most popular sizes are:

  • 1200 x 628
  • 1080 x 1920
  • 1080 x 1080
  • 600 x 600
  • 600 x 335

Impact of the Logo

Logo is one of the most discussed design concepts in a business environment. There are logo’s like Nike that was commissioned for $10, yet they became a household name. On the other side of the spectrum, some logos were paid upward of $100 000, and they’ve been forgotten, and their companies are long gone.

Until the arrival of the digital era, there was no easy way to quantify logo performance. Now we can test and audit the logo performance through digital advertising. The reason why we mention this is the fact that now, more comfortable than ever, to organize digital focus groups, where you can put a number and an emotion to your Logo.

Given the fact that Logo is often used as a part of marketing collateral, it can affect how your digital advertising performs. Thus it is wise to test various logo versions, so you can confirm that they are conducive to your online advertising efforts.

Different logo colors can leave an impact on less tangible performance indicators such as: 

  • Trustworthiness
  • Appeal
  • Recognition
  • Familiarity

The only tangible metric that we can quickly test is probably the impact of the Logo on Click Through Rate. But the rest of the things can be done through focus groups. When doing a new logo, you can try to leverage your existing audience, and put them through a poll on which Logo they like the most.

Impact of Website and Landing Pages

The first real impression your customers get is when they land on your site. Good user experience and design leave a lasting impression that improves the perception of your brand. Too many business owners leave their design choices to inexperienced freelancers and amateur designers that don’t focus on the impact this has on knowledge.

One of the most important metrics for tracking the success of websites is the Bounce rate. To reduce the bounce effect and to improve your conversion rate, there are some guidelines that you should adhere to: You should not be disrupting the user experience. Around 70% of users said that they find irrelevant pop-ups annoying. You must improve your brands’ storytelling, attract the right visitors, create multiple landing pages for high-volume keywords, and speed up your page load time.

The most critical metrics that landing page design impacts are your conversion rates. This way, we can quantify the value-added that websites add to your ultimate bottom line. Let’s say that you have a 5% conversion rate on your landing page (industry average), and your cost per lead is $100. Moving the needle on your user experience that yields 6% conversion rate, would drop your lead cost by 17%. If you keep the same amount of money on your advertising, yet you get 17% more leads from your advertising efforts, you can attach a dollar value to your design project.

If your current design isn’t profitable, moving from no profitability to making a conversion is a huge leap. Design is enabling your business to monetize its online presence, a milestone that too few up and coming companies achieve. Make your business different.


Next Steps

Our web design agency in Chicago knows how important it is to have an excellent Digital Design. If you still don’t have profitable design and maybe you’d like to revamp your site or app, set up a call with one of our experts. We’re looking forward to providing you with the quality visual representation of your brand. 


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