Creative impact and incentives

For lead generation campaigns, the main objective is always to get new leads and therefore leading the user directly to the registration form. Gathering leads should not be incidental. Any other content or out-going links disturb the campaign objective. E.g. intros, heavy animations, required download or scrolling on a page only increases drop-offs and damages performance.

The design of the creative for a lead generation campaign needs to reflect campaign objectives by simply and clearly informing the user about the action required and what the user can expect from their action.

Creative for a lead generation campaign often reflects the design of the landing page as well as supporting creative material such as email creatives, banners, logos etc.

Lead generation campaigns are often incentivised in order to stimulate user attention and make the advertiser’s offer stand out. Advertisers should consider use of incentives and balance it with an understanding of the user’s motivation to register for the product or service.

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