Best banner location is nowhere to be seen
Comparative quant/qual study for banner positioning using eye-tracking + RTA
Problem:
Find what was the best placement for the new upselling banner in the bank’s mobile app. There were several existing banners in the app, in different locations.
Conclusion:
No placement is better since users demonstrated banner blindness to all existing banner locations. This blindness occurred even when they were previously primed toward the banner information. Banners also proved to reduce the effectiveness of the app’s top tasks.
Impact:
Product owners and Marketing directors understood the inefficacy of these banners and their impact on UX and removed banners in some app locations, but not all.