All plays
When to use it
When the hero or promo banner carries several messages, dense copy and competing links on an already busy page.
How to run it
Make it a billboard: one headline, one supporting line, one high-contrast CTA. Delete everything else and let the image breathe.
Why it works
Make the offer instantly understood
People read a banner at a glance, so extra copy lowers comprehension. Humana's MarketingExperiments-documented test pared a text-heavy Medicare banner down to a simple headline, cleaner image and one punchy CTA, and clickthrough rose 433%.
Source: Humana banner test (MarketingExperiments)
Related plays