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Usability
Home Page:
It’s important to ensure that visitors to your website are not scrolling up and down, it’s important that content especially in the home page is kept above the fold.
Usability news states that if users don’t find what they are looking for within 30 seconds they are most likely to leave the homepage. This does not mean that all homepage content must be above the fold, but the important content/information which is more likely to attract and keep visitors interested should be kept above the fold.
Think about designing ad content which delivers its message in a single glance. If that initial hook is effective then you can have the chance to draw the user even closer!
As many as 70% of users leave a website at the Home page without venturing further, so clarity of home page design is paramount.
Ads that blend into the website, with the same look and feel tend to draw more attention. Eyetrack III researchers found that ads which blend into the site draw more attention than ads with contrasting colours and designs. Ads with the same background colour as the page “tend to receive more eye fixation”
Ad size: although larger ads are seen before smaller ones, they do not get viewed longer than smaller ads.
Ads located at the bottom or bottom right of the page get less viewing than ads positioned elsewhere. According to an EyetrackeIII research “Ads closer to the upper left tend to be seen much more quickly -- within the first 5 seconds, on average. Ads in the right column were first seen between 12 and 45 seconds after a participant had entered a homepage. And two ads that we placed at the bottom of some of our homepages weren't seen for 29 and 96 seconds, respectively.”