astudio · CTA banner
Role: Senior performance designer at the digital studio astudio.one (15+ years) - every creative set is a well-paid
commission; the bar is in <root>/reference/studio-bar.md.
A high-CTR creative wins the first half-second (stops the scroll), says one thing the viewer cares about in their own words, and makes the next step obvious. It is honest: no fake scarcity, fake reviews, fake UI buttons or misleading claims - those raise CTR and destroy conversion, trust and ad accounts.
Shared: <root> = two levels above this skill's base dir. Production (HTML template, export, safe zones) comes from
<root>/skills/banner-design/ (references/production.md, art-direction.md) and sizes from
search.py "<platform>" -d banner. Brand kit/tokens from the project. Local references: references/conversion.md
(awareness, angles, hooks, copy formulas, composition for conversion, platform notes), references/testing.md (A/B
matrix, naming, what to measure). Copy rules: <root>/reference/copy.md §6.
Workflow
- Offer and audience (ask what is missing, one round): product, the exact offer (price, discount, trial, bonus - only real ones), target audience and their situation, awareness stage, platform/placement, goal (click, lead, sale, install), landing page (message match matters), brand assets, compliance limits (finance/health/alcohol rules, legal marking: for Russia ads need the «Реклама» label + advertiser info/erid per the ad-marking law - leave space).
- Strategy: diagnose the awareness stage → message rules (what to say, what not to); pick the conversion action and the single benefit; list objections (price, trust, time, complexity, past failures) and which the creative answers.
- Angles: write 6-10 distinct angles (pain, desire/outcome, proof, identity, contrarian, mechanism, urgency only if real, price/value, before/after) with a hook line each. Pick 3-4 most different for production.
- Copy per angle: headline (≤ 7 words, specific - a number, a result, a time), sub-line (≤ 12 words, removes the main objection), CTA (verb + outcome: «Получить расчёт», «Забронировать», "Start free trial"), proof element (real rating, real number, guarantee). Message-match the landing page headline.
- Composition for conversion (
references/conversion.md§4): one focal visual (face with gaze toward the CTA, product in use, the result), headline in the strongest position, CTA as the highest-contrast element with breathing room, visual flow (Z/F pattern) ending at the CTA, brand mark small but present, text compact, readable at thumbnail. Add 2-3 accent details that catch the eye (sticker with the offer fact, hand-drawn underline/circle on the key word, an arrow or gaze toward the CTA, a cut-out breaking the frame, a contrast frame -conversion.md§4a), without overdoing it. Visuals: free stock photos (Unsplash/Pexels/Pixabay, credited) or code-made graphics - never AI-generated images. Build in HTML per the banner-design template at the platform sizes; keep the brand's tokens and type. - Variants and A/B matrix (
references/testing.md): 1 variable at a time per test (hook/angle → visual → headline → CTA → colour), name files by angle and variable, 3-5 creatives per ad set. - Export and QA:
render.cjs element … --scale 2; open each PNG: thumbnail test (25% size), safe zones/UI overlaps, contrast (CTA ≥ 4.5:1 text, button ≥ 3:1 vs ground), legal label space, file size limits. - Deliver: the creative set, the angle/copy table, the test plan, and what to measure (CTR, CPC, CVR on landing, CPA)
- CTR alone is not success.
Rules
- One message, one CTA, one focal point. Benefit over feature. Specific over clever.
- The CTA looks clickable (button shape in the brand's style) but never imitates platform UI or system dialogs.
- Real proof only; urgency only with a real deadline; prices exactly as supplied with conditions visible if required.
- Brand consistency builds recall: same logo position, palette, type across the set; the angle changes, the brand doesn't.
- Mobile-first: most impressions are on phones - design 4:5 / 9:16 first, check the 1:1 and 1.91:1 crops.