The Great Debate: Text Links vs. Banners

**Adamvv** · 4 May 2010, 2:35 pm

I’ve been reading a lot recently about an ongoing debate regarding what promotional set to use when strategically creating an affiliate site. The debate revolves around two hotly discussed marketing tools; banner and text links.

Which tool is more effective? Which should I use on my affiliate site? Which method converts better?

These are all valid questions and I believe the answer is a combination of both banners and text links.

Here’s why…

Banners can be highly effective at developing brand recognition and increasing the brand presence in the marketplace. Visual cues are more effective for immediate viewing and retaining of the information provided. Banners also help display new features that have a high-identification with players.

This being said, banner farms are less-effective because of their overwhelming nature. Visual cues are indeed effective when they are positioned in a way to highlight their existence. When banners are surrounded by other banners, it becomes a sense-stimulating nightmare – essentially wiping out any chance of really converting well.

Text links on the other hand can be highly-focused calls to action. They are stimulating in the sense that they require the processing of text as opposed to the flashy attractiveness of a moving picture. They generally are better converting because they tend to not have a “salesy” appearance.

In the same vein as a banner farm, having too many text links on a page will overwhelm a visitor and will ultimately be ineffective at converting a player.

So what is the answer?

Check out the Income Access igaming Affiliate blog on the subject...

**universal4** · 4 May 2010, 5:44 pm

I agree with you on both points about banners and text links, and as affiliates finding the right mixture of each on each individual and blending that mixture into the content of the site requires constant testing and tweaking throughout the sites development process....

This is why it is important for the affiliate programs to offer extremely easy to use and advanced campaign tracking capabilities.....

...and although I do not promote many of the sites carried by Income Access, the software they have developed and offered to the casinos do a pretty fair job of providing the affiliate community the right tools to help get that done....

Playtech's (Out-of-the-box) software, as well as most RTG's (sub gid=) and Rival's affiliate backend do a very successful job also.....For the Micro's, a few of the groups do this well and a few don't.

(Sorry IA, I couldn't very well give your software a plug and forget about the others as well....)

Rick
Universal4

**Justin-SA** · 5 May 2010, 5:56 am

Am I missing it or is there any place to subscribe to your blog via email?

**dhayman** · 5 May 2010, 6:39 am

I've read studies that say text links, creatively embedded within meaningful text, are a much greater lure to surfers. Banners are too glitzy and hyped in my opinion, and I will always swear by text links, which I have been using for over 5 years.

**Adamvv** · 5 May 2010, 8:29 am

Originally Posted by dhayman

I've read studies that say text links, creatively embedded within meaningful text, are a much greater lure to surfers. Banners are too glitzy and hyped in my opinion, and I will always swear by text links, which I have been using for over 5 years.

Absolutely! This is, in my opinion, the most effective way of converting a player.

Relevant, meaningful text that is optimized with embedded links and a banner for retention. This is a fantastic way to increase the quality of your site, the SEO for it and the overall readability of your content.

I wouldn't toss out banners though. They do have significant impact on brand recognition, and can be a great support tool with your content.

**Erica** · 5 May 2010, 8:30 am

Originally Posted by Slotland_Affiliates

Am I missing it or is there any place to subscribe to your blog via email?

Hi Hilary,

You can indeed subscribe to the IA blog via email

Go to https://blog.incomeaccess.com/ and click the "subscribe" button at the top right hand corner of the page. This takes you to a page which gives you the option to receive the blog via email (this is written in blue text on the right hand side of the page).

Let me know if you have any questions or need any more information!

**Professor** · 5 May 2010, 9:54 am

I find text links along with logos and a thourogh and unique reveiw work best on Casino pages.

People respond well to screen shots of the games when doing game reviews seem to boost conversions on those type of pages too.

Text in the proper ratio (dont talk visitors to death) is the most effective pre sales tool we have.

**Adamvv** · 5 May 2010, 9:59 am

Originally Posted by Professor

I find text links along with logos and a thourogh and unique reveiw work best on Casino pages.

People respond well to screen shots of the games when doing game reviews seem to boost conversions on those type of pages too.

Text in the proper ratio (dont talk visitors to death) is the most effective pre sales tool we have.

I like that. Including a screen of the actual program in action is a great way to display great features of a merchant.

Unique content is fantastic because it offers more to the potential player than a simple or generic write-up.

**Justin-SA** · 5 May 2010, 10:15 am

Got it, thanks!!

Originally Posted by Erica

Hi Hilary,

You can indeed subscribe to the IA blog via email

Go to https://blog.incomeaccess.com/ and click the "subscribe" button at the top right hand corner of the page. This takes you to a page which gives you the option to receive the blog via email (this is written in blue text on the right hand side of the page).

Let me know if you have any questions or need any more information!

**TanyaEverest** · 5 May 2010, 2:21 pm

Originally Posted by Professor

I find text links along with logos and a thourogh and unique reveiw work best on Casino pages.

People respond well to screen shots of the games when doing game reviews seem to boost conversions on those type of pages too.

Text in the proper ratio (dont talk visitors to death) is the most effective pre sales tool we have.

Couldn't agree more-for poker or casino. Banners have their place-but should by no means tie with text for real estate on the page. Banners work well as a complimentary tool, rather than the main/only tool.

**bonusbeast** · 5 May 2010, 8:44 pm

Text Links definitely have worked better for me. I prefer screenshots or logos over banners, not to say that I won't put up a banner to fill up a spot on the page though.

**rod.collins** · 8 May 2010, 7:33 am

This topic has come up many times and in most cases text links rule, I promote other stuff besides casinos and my text links convert 5 to 1 over a banner add, I think its just psychological thing of pushing something on your viewers where text is definitely more subtle.

Me personally I rarely click on a banner.

Rod

**JaqiC** · 8 May 2010, 8:32 pm

Thank you guys so much for this information. I have been working on my website and trying to figure out how to get more conversions. This is going to help me out a lot as I am making my changes. You have definately given me some food for thought!

**my3sons** · 8 May 2010, 8:49 pm

Originally Posted by rod.collins

This topic has come up many times and in most cases text links rule, I promote other stuff besides casinos and my text links convert 5 to 1 over a banner add, I think its just psychological thing of pushing something on your viewers where text is definitely more subtle.

Me personally I rarely click on a banner.

Rod

I agree. We market several verts. and banners seem to be eye candy and fill space. Our text links convert far better.

**pmagoo** · 11 May 2010, 9:35 am

I don't think it's a black and white issue, they're both very useful providing they're used in correctly.

Personally, if I visit a site that its full of banners and graphic ads I feel it too much of hard sell and has the opposite effect on me. I think used in moderation banners are very good. Use too many and they turn your site into a blinking mess.

Sam
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**LuckyLizzy** · 11 May 2010, 1:57 pm

I totally agree with pm with the fact that overuse of banners being a turnoff. Whenever I visit a site that has too many banners it makes me want to leave before I can even gain any information out of it.

That's why I think the use of text links in an entertaining blog or article can be more effective than just a bunch of flashy images.

**BeyondOriginal** · 11 May 2010, 6:53 pm

In my experience banners have worked a little better. If your banner has diverse contrast, you can attract a user to at least look at it right away. As long as your call to action is good, you'll get traffic driven to the linked site.

**renaed** · 12 May 2010, 2:13 am

I agree with you guys that too many flashy banners are a turn off. Too many can make a site look chaotic, and you feel like you don't know where to start!

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